Thursday, April 24, 2008

Google is No 1 World's Most Powerful Brand

Google has topped a list of the world's most powerful brands, with new research estimating its value to be $86bn (£43bn). WPP-owned research company Millward Brown puts Google at number one in its annual top 100 global brand power list for the second year in a row with a 30% year-on-year increase in its value.

Google beat General Electric to the top spot, with the NBC Universal owner's brand value estimated at $71.4bn. The next most valuable brands are Microsoft at $70.89bn, Coca-Cola at $58.2bn and China Mobile at $57.2bn.

The top five remained unchanged year-on-year, with each company recording an increase in brand valuation by between 15% and 39% compared with 2007.

Apple and Nokia crept up in the rankings this year, breaking into the top 10 companies from 16th and 12th place, respectively, last year. (As a result, they bumped Wal-Mart and Toyota out of the top 10.)

IBM's brand value increased by 65% year-on-year to $55.3bn, moving the technology company up three places in the BrandZ list to sixth spot. Apple was the biggest mover in the top 10, and a new entry, moving up nine places to rank seventh, with a massive 123% increase in brand value to $55.2bn.

China brands are moving up the ranking too. With China Mobile maintaining firmly in 5th place in the global study. Other Chinese contenders are China Construction Bank (31), Bank of China (32), China Merchants Bank, ICBC.

Looking at Asia overall Millward Brown concludes: “Established Asia vs Emerging Asia — Chinese Brands continue to get stronger according to the new BrandZ Ranking. Seven brands in this year’s Top 100 come from mature Asian economies: Japan, Korea, and Hong Kong. Their aggregate brand value increased by only 7% in the last year (to $111bn). In contrast, the value of the four Chinese brands that made this year’s BrandZ Top 100 increased by 51% (to $124bn). China Mobile, Bank of China, China Construction Bank and ICBC are only just starting to expand beyond China so they have considerable potential for further growth.”

The full report can be downloaded here (pdf).

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