Click to play videoMumbai: The next time you Google for the world's most valuable brand the search engine is likely to throw up: Google!
Research consultancy Millward Brown's second annual brand survey covering 39,000 brands says that at over $66 billion, web search engine Google has replaced Microsoft as the most valuable brand in the world.
Google has pushed Microsoft down to Number 3. Word of mouth has been the most effective tool in building brand Google.
The global survey that uses financial data and consumer insights to list the most valuable brands believes that emerging markets like India and China are fuelling the growth of western brands especially in the mobile phone, car and apparel categories.
Says Senior VP, IMRB International, Gireesh Sabari, "The western brands that have succeeded in such markets are the ones that not only offer global consistency, but which can tailor their offers to the local tastes so to say."
Brandz covered brands in 14 categories from automobiles to technology to soft drinks.
Brand | Value ($ in millions) |
66,434 | |
General Electric | 61,880 |
Microsoft | 54,951 |
Coca-Cola | 44,134 |
China Mobile | 41,214 |
As a category fast food brands saw the fastest growth and that's largely because they have had to reinvent their offerings and address health concerns.
Among soft drinks, Coca Cola was the most valuable, in cars it was Toyota and in retail it was Wal-mart.
Not surprisingly, high end luxury brands contributed the most to their parent's overall brand value.
From Asia, Japanese, Chinese and one Korean brand made it to the top 100. It will be a while before an Indian one makes it.
Category | Brand Value Growth |
Fast Food | 22% |
Luxury | 20% |
Motor Fuel | 15% |
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