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Google tops annual BrandZ report on 100 "most powerful" global brands
Date: 27/04/2009
The third annual BrandZ Ranking issued today proves that brands are becoming ever more valuable and powerful in driving business growth. Companies that own brands in the BrandZ Top 100 have significantly outperformed the stock market when compared to the S&P 500.
The new edition of the BrandZ Ranking was announced today by leading global market research and consulting firm Millward Brown. It identifies the world's most powerful brands as measured by their dollar value. The brand ranking is produced by Millward Brown Optimor, the group dedicated to helping companies maximize returns from brand and marketing investments.
The combined value of all brands in the BrandZ Top 100 increased by 21% from $1.6 trillion in 2007 to $1.94 trillion in 2008, more than double the increase experienced the previous year. Google tops the list again with a brand value of $86.1bn followed by GE at $71.4bn and Microsoft at $70.8bn.
The most notable trends emerging from this year's BrandZ Ranking include:
1. 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.
2. Continued Rise of the BRICs - Emerging markets play a key role in driving growth for international brands, for example Apple and Gucci. The new BrandZ Ranking shows that domestic brands from emerging economies are gaining momentum. Chinese brands performed strongly and Russian-based mobile operator MTS entered the ranking at number 89. MTS is the first Russian brand to make the Top 100 list with a brand value of $8.1bn. Other BRIC brands to watch in future brand rankings include Lukoil, Beeline, and Baltika from Russia, ICICI from India, as well as Brahma, Petrobras, and Bradesco from Brazil.
3. Technology Boom - The technology sector (including mobile operators), which accounted for 28 of the top 100 brands, outperformed all other categories in this year's BrandZ Ranking, with a brand value growth of $187.5bn. This is more than half of the Top 100's total increase.
Download the full BrandZ report, plus additional analysis from the Financial Times below.
Source: Millward Brown, Financial Times
Documents:
BrandZ-2008-Report.pdf
FT Special Report - Global Brands.pdf
