Google tops BRANDZ™ ranking with brand value of $66,434 million
23 April, 2007
The second annual BRANDZ™ Top 100 Most Powerful Brands ranking in cooperation with the Financial Times was announced today by leading global market research and consulting firm Millward Brown. Google has risen to the top of this year's ranking, taking the number one spot with a brand value of $66,434 million. This was followed by General Electric ($61,880 million), Microsoft ($54,951 million) and Coca-Cola ($44,134 million).
Produced by Millward Brown Optimor, the firm's finance and ROI arm, the ranking identifies the most powerful brands in the world as measured by their dollar value. A full report will be published today, exclusively in the Financial Times.
The aggregate value of all brands in the BRANDZ™ Top 100 increased by 10.6% in one year, from $1.44 trillion in 2006 to $1.6 trillion in 2007.
"Success stories from this year's BRANDZ™ Top 100 demonstrate that winning brands leverage major market trends effectively to create business value," said Joanna Seddon, global CEO Millward Brown Optimor. "Strong brands are capable of extending into areas of opportunity to access new revenue streams and to help businesses respond to market changes."
The most notable trends emerging from this year's BRANDZ™ Top 100 include:
- BRICs: Striking the balance between global consistency and local sensitivity - The value of international brands including BMW ($25,751 million), L'Oreal ($12,303 million) and Zara ($6,469 million) benefited from growth in emerging markets known as BRICs (Brazil, Russia, India and China). These brands' ability to balance "foreign-ness" and localisation is what allowed them to successfully penetrate the BRIC markets and attract the rising class of disposable income-rich consumers.
- Converging technologies – Technology companies are extending their brands to respond to the trend of combining voice, data and video technologies. Known as convergence, this trend stems from consumer preference for all-in-one devices. Apple ($24,728 million) is venturing into the mobile phone category with the launch of its iPhone while Orange ($9,922 million) is entering the music download space. Like Apple and Orange, strong brands are able to stretch so parent companies can increase revenue streams by investing in high growth ventures.
- Delivering on Corporate Social Responsibility – Delivering on the promise of environmental responsibility helped boost the value of major brands including BP ($5,931 million), Shell ($4,679) and Toyota ($ 33,427 million). BP was the first major oil company to address climate change with its 'beyond petroleum' brand positioning. BP executed on that brand positioning to become one of the top three global suppliers of solar energy. Shell followed suit. Toyota's success with its hybrid model Prius contributed to its positive brand image and its continued leadership in the automotive sector.
- Fast food brands react to health conscious consumers– Rising concerns about healthy eating disrupted the fast food industry that had enjoyed continuous growth since the 1980s. Most fast food chains, including McDonald's ($33,138 million), repositioned themselves with the introduction of healthier food alternatives. Burger King ($1,401million) took the opposite stance through marketing campaigns that called attention to the chain's original offering: the high-calorie and masculine hamburger. Burger King's brand value increased by 63% to prove that strong brands succeed whether they follow or defy market trends.
Simon Targett, who edited the Financial Times Global Brands Supplement said: "A lot can change in world business over 12 months, and this year’s brand rankings are testimony to that with Google taking pole position as the world’s most powerful brand."
Commenting on this year's BRANDZ™ Top 100 ranking, Eileen Campbell, global CEO of Millward Brown said: ""It is a huge achievement to become one of the world's most powerful brands and Millward Brown congratulates all of the companies featured in this year's BRANDZ™ Top 100. These top performers demonstrate the real financial value that successful business and brand management can deliver. There are tons of actionable insights that can be derived from these rankings. They prove that a blend of good business leadership, responsible financial management and powerful marketing are an unbeatable combination that can be leveraged to create and grow corporate wealth."
The BRANDZ™ Top 100 is the only brand ranking to combine financials with solid measures of consumer sentiment derived from WPP's BRANDZ™ database, the world's largest repository of brand equity data. The BRANDZ™ study has interviewed more than one million consumers annually and covers 39,000 brands worldwide. The BRANDZ™ Top 100 is the first study to cover both business and consumer brands and to include predictive metrics of future brand performance.
The complete BRANDZ™ Top 100 report with category and regional breakdowns as well as additional analysis is available online at www.millwardbrown.com/mboptimor and at www.ft.com.
Consuelo Remmert, Communications & Marketing Manager
Millward Brown Optimor
Tel: +1 212 548 7243
Mobile: +1 917 353 2416
Global Director of Communications & Marketing Millward Brown
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Mobile: +44 7795 284138