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Google tops the BrandZ



For the second year running, Google tops the BrandZ list with new research estimating its value to be $86bn (43bn), a 30% year-on-year increase in its value.

Millward Brown's annual BrandZ research takes into account the financial performance of a company combined with a measure of brand equity determined by a 100,000-strong global consumer survey.

MediaPost notes that "the BrandZ is dominated by technology oriented companies, and has only a few pure play media brands on the list. Among them are Disney, which rose 5% to a brand value of $23.7 billion (ranked No. 23), and Yahoo, which fell 13% to $11.5 billion (ranked No. 62)."

The official Millward Brown site states:
Strong brands have the power to create business value. They impact much more than revenues and profit margins. Strong brands create competitive advantages by commanding a price premium and decrease the cost of entry into new markets and categories. They reduce business risk and help attract and retain talented staff.

Millward Brown Optimor created the BrandZ Top 100, a ranking that identifies the world's most powerful brands measured by their dollar value. Our brand ranking provides key insights and actionable information for finance, marketing and business professionals on how to manage and grow their brand assets.
"Google's rank has been driven by fantastic financial performance and equity value," said Peter Walshe, the global account director at Millward Brown, continues the The Guardian continues in a nice summary:
Google beat General Electric to the top spot, with the NBC Universal owner's brand value estimated at $71.4.

The next most valuable brands are Microsoft at $70.89m, Coca-Cola at $58.2m and China Mobile at $57.2m, according to Millward Brown.

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 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 $55.2m.

"Apple's 123% rise has proved to be from a mix of a slue of innovative products such as the iTouch, iPhone, Leopard and computers for which consumers have given the brand a lot of credit," said Walshe.

Mobile operator Vodafone was the top-ranked British brand, up 12 places on the back of a 75% increase in value to $36.9m (18.5m).
BrandZ Top 100 2008 Report (PDF)
BrandZ Top 100 2008 Press Release (PDF)

See coverage in the Financial Times
View the supplement in the Financial Times (PDF)



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