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.
</span>
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.
