Technology stars top ranking of brand value

Apr 28, 2010
People are seen at Google headquarters in Mountain View, California, January 2010. Google was crowned the world's most valuable brand on Wednesday by a research firm that found technology firms dominate when it comes to how much a name is worth in today's markets.

Google was crowned the world's most valuable brand on Wednesday by a research firm that found technology firms dominate when it comes to how much a name is worth in today's markets.

Google, IBM, Apple and Microsoft topped global stalwarts Coca-Cola, McDonald's, and Marlboro in a Top Ten brand value list packed with seven technology companies.

Google's brand was worth more than 114 billion dollars, a 14 percent climb from 2009, according to the annual Millward Brown Optimor "BrandZ Top 100 Most Valuable Global Brands" report.

US technology titan IBM saw its "brand value" surge 30 percent to 86 billion dollars while the worth of Apple's name climbed 32 percent to 83 billion dollars, according to the report.

Factors taken into consideration in the ranking include customer loyalty and opinions regarding brands and how they influence earnings.

Microsoft ranked fourth with its brand valued at slightly more than 76 billion dollars, just ahead of the nearly 68 billion dollars that Coca-Cola's brand was said to be worth.

China Mobile, General Electric, and Vodafone claimed the eighth through tenth spots respectively.

Social-networking powerhouse Facebook made it onto a separate Top Twenty technology brands list for the first time with its company name value at 5.5 billion dollars.

Electronics powerhouse Samsung saw the largest jump in brand value, soaring 80 percent from the previous year to 11.3 billion dollars.

"Technology brands demonstrated their pervasiveness in our daily lives," Millward Brown said in a release. "Use of social media was a key trend across many of the successful brands."

The overall value of the Top 100 brands rose four percent to more than two trillion dollars, according to Millward Brown, which specializes in advertising, marketing communications, media and brand equity research.

"This ranking has elevated the importance of building brands among some of the world's most successful companies," said Millward Brown global chief executive Eileen Campbell.

"CEOs and CFOs around the world should be asking their brand and marketing teams how they can leverage brand to both protect and grow the business."

An investor who put their money into a Brandz portfolio five years ago would have earned a double-digit return as opposed to losing cash with a set of stocks based on the S&P 500 index, according to Millward Brown.

"In the past, many companies were quick to cut their marketing spend during a down economy," said Joanna Seddon, head of Millward Brown Optimor.

"A new trend has emerged in the wake of the recession as more companies realized the importance of maintaining and even increasing budgets to support brand loyalty and engagement."

Explore further: Oregon sues Oracle over failed health care website

add to favorites email to friend print save as pdf

Related Stories

Signs of recovery for online ad market in US

Apr 07, 2010

Online advertising revenue hit a record 6.3 billion dollars in the United States in the fourth quarter of the year, a bright spot in an otherwise dismal year, according to a report on Wednesday.

Facebook to scrap 'become a fan of' for 'like'

Mar 30, 2010

(AP) -- Facebook is about to change the way it asks its users to connect to brands on the site. Instead of asking people to "become a fan" of companies such as Starbucks, Facebook will let them click on a ...

A company's good reputation can be a bad thing

Dec 04, 2007

Consumers expect a lot from high-equity brands such as Disney or Apple. When such brands fail us – perhaps by providing a product that doesn’t work or service that is sub-par – we may be especially disappointed. Our ...

Recommended for you

Oregon sues Oracle over failed health care website

4 hours ago

Oregon Attorney General Ellen Rosenblum says she's filed a lawsuit against Oracle Corp. and several of its executives over the technology company's role in the state's troubled health insurance exchange.

Google buys product design firm Gecko

4 hours ago

Google on Friday confirmed that it bought Gecko Design to bolster its lab devoted to technology-advancing projects such as self-driving cars and Internet-linked Glass eyewear.

Ticketfly buying WillCall for on-premise data

Aug 21, 2014

Ticketfly Inc., a San Francisco-based technology company among several posing a challenge to Ticketmaster, is acquiring WillCall Inc., a crosstown rival that turns your smartphone into a mobile wallet at live events.

HP revenue inches up after years of decline

Aug 20, 2014

Hewlett-Packard on Wednesday reported that its quarterly revenue rose for the first time in three years, nudged by improved computer sales everywhere except Russia and China.

Restaurants experimenting with pay-in-advance tickets

Aug 20, 2014

With restaurant patrons increasingly jumping on the Internet to make reservations, some high-end eateries here and across the country are adding a new tech wrinkle: having their clientele pay for their meal in advance using ...

User comments : 0