Google has reached another milestone in it’s relatively short history and surpassed Coca Cola, Microsoft and IBM to become the second most valuable brand in the world.
The search engine is valued at $36.1billion and considered a more powerful product than the planet’s best-selling soft drink ($34.8bn), say analysts Brand Finance.
But for the second year running both are behind retailer Wal-Mart, the supermarket giant, which is worth $41.3bn.
Google, which has risen in the table from number five to number two, shares top ten status with other technology brands including IBM (4), Microsoft (5) and HP (9). GE, HSBC, Vodafone and Toyota complete the top ten.
It’s easy to dismiss these type of reports but in truth Brand Finance is a respected source on the matter and first issued its global report into the relative equity of the 250 top global brands back in 2007. The Global 500 report is published annually and incorporates data from all listed companies globally.
Each brand is accorded a brand rating: a benchmarking study of the strength, risk and future potential of a brand relative to its competitor set as well as a brand value: a summary measure of the financial strength of the brand.
You can download the full report here.
How reliable is the report? Does the industry take notice of it?
Without doubt, very respected. The CEO has appeared on BBC, CNBC and others discussing the report…(and now us :) )
Good to see, I know some reports that come out no one takes notice of it.
Google is a verb that wasn't even a word 15 years ago. It is not only a verb in English, it is a verb in literally hundreds of different languages! Wow. And because of them, companies like mine (http://www.GetFoundFirst.com), are in business.
Kinda have to call BS on this one.. There are many of these brand value rankings (all estimations cause goodwill will only appear when a takeover takes place.. ) I use to follow the one of Interbrand http://www.strategieforum.nl/2009/ranglijst-top… , where clearly all tech companies went up last year taking position over many financials, but no way Google has overtaken Coca-cola, besides Wallmart isn't event active outside the US. Seems like Interbrand has a more respected report than this one.
I'm genuinely as critical about reports like these as the next guy but the fact remains that this is a respected organisation that has produced similar reports over the years and has been given air time on some of the most prestigious news channels on the planet.
Personally i can see how Google could have a more valuable brand, and in regards to Wllmat – i believe they have also included it's international brands like ASDA (big UK supermarket) under the same company.
Arg editing my post went wrong. Turns out this focuses much more on the financial strengths (brand value is only a part), so yes this could be a pretty accurate report with Google this high. Title only suggest that it's abound the brand value, which imo is something els and better addressed in the Interbrand reports.
I'd rather drink Google's Kool Aid than Coke's sugar water.
Wal-mart is number one, really? How about the world that ISN'T US territory (yes, we exist too) and hasn't even heard of a Wal-mart mall :-P
wow!
I wonder how representative that brand ranking is. Must be a US only thing. Wal-Mart is all but unknown in Asia, know for a huge retail failure in continental Europe. On the other hand Google, Coca Cola, Microsoft, IBM, Toyota and probably HSBC are household names everywhere (including China).
The Enron CEO also was in all the media you mentioned. Seems not to qualify as trust enhancer. I'm not saying that they are like Enron, just that TV appearances only change the perception of credibility but not the facts.
Google is breaking all the milestone yet another as he become second most valuable brand on the planet which is awesome.The article is good.I like the article very much and hope to see more of such articles as it is very informative.
What about Harley Davidson? Any company that can get their customers to brand the logo of the company on their customers bodies forever really should account for whatever shortcomings are present otherwise, no?
Yes Absolutely right no issue in this consideration that Google is God For current time Google is covering 70% of business of the net and hitting yahoo and MSN.
Yes, technology has developed and changed in internet service providers, Now a days, google is wonderful and improving its technology. Great work done!
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