Survey: Google Knocks Microsoft From Top Brand Perch
Google is now the world's most valuable brand, followed closely by GE, Microsoft
and Coca-Cola, according to Millward Brown Optimor's 2007 Brandz survey.
Microsoft was tops in 2006, but it fell two spots this year to No. 3. GE came
in second and Coca-Cola was fourth.
According to the survey, the Microsoft brand's value has dropped 11 percent
in the last year, while Google's grew 77 percent. Last year, Google ranked No.
Overall, technology is ranked as the fifth most powerful brand category, with
growth of 14 percent since last year.
Other technology companies ranking in the top 10 were China Mobile at No. 5
and IBM at No. 9. HP came in at No. 15, with brand value up 27 percent over
the last year, the survey said. Apple came in at No. 16, with its brand value
up more than 55 percent.
Cisco, Intel, SAP, Oracle and Dell all made the top 40.
This is the second year that Millward Brown Optimor, the "brand finance
and ROI unit of...market research and
consultancy Millward Brown," has conducted this survey. This year, at least
1 million consumers were interviewed for the survey, which covered "almost"
400,000 worldwide brands, the company said.
"The ranking is based on the brand's 'dollar value,' calculated by using
an economic use approach; the brand value
shown in our ranking is based on the present value of the earnings that the
brand is expected to generate in the future," the company explained in
Google and Apple topped the survey's list of brands with the highest momentum.
The survey also breaks the brands' value by region and industry.
To view more results from the survey, go
Becky Nagel is the vice president of Web & Digital Strategy for 1105's Enterprise Computing and Education Groups, where she oversees the front-end Web team and deals with all aspects of digital strategy for the groups. She also serves as executive editor the ECG Web sites, and you'll even find her byline on PureAI.com, the ECG group's newest site for enterprise developers working with AI. She recently gave a talk at a leading technical publishers conference about how changes in Web technology may impact publishers' bottom lines. Follow her on twitter @beckynagel.