A study by research firm Millard Brown and the Financial Times of the world’s top 100 brands found Google ranked highest in dollar value for the brand.
The second annual report on brand value, appropriately called BRANDZ, placed a value of over $66 billion on Google’s name. Google exceeded GE, Microsoft, and Coca-Cola for its spot at the top of the list.
ResourceShelf showed where some well-known names in technology ranked, outside of the top five:
1) Google 2) GE 3) Microsoft 4) Coca-Cola 5) China Mobile
Others worth noting: IBM #9 Yahoo #42 eBay #43 Apple #16 Amazon.com #92
Millard Brown Optimor, the division of Millard Brown distributing the study, said they interviewed over a million global consumers, and covered 39,000 brands. The total value of the top 100 brands in the BRANDZ study have a value of $1.6 trillion in 2007, up from $1.44 trillion last year.
The numbers for the BRANDZ report come from various sources, beyond the BRANDZ database kept by global ad giant WPP Group:
In addition to utilizing BRANDZ™ data, the Top 100 ranking assesses Brand Value (using market and consumer research, in combination with financial data from Bloomberg and Datamonitor, to calculate and break-down intangible earnings), Brand Contribution (the brand’s effectiveness in driving business earnings), and Brand Momentum (an index of expected short-term brand growth). The ranking takes into account regional variations since even for truly global brands measures of brand contribution might differ substantially across countries.
Not bad for a name that came about as a misspelling of googol.
