Google tops powerful brand list as value soars 30%

GOOGLE has topped a list of the world’s most powerful brands for the second year running — as its value soars by 30% to $86 billion (€54bn).

A list of the world’s top 100 brands placed Google ahead of General Electric at $71.4bn and Microsoft at $70.8bn.

The combined value of the BrandZ Top 100 list increased by 21%, from $1.6 trillion in 2007 to $1.94 trillion in 2008, more than twice the increase experienced the previous year.

The biggest risers in the ranking, which was compiled by Millward Brown, include Apple at $30bn and BlackBerry, that entered the ranking at number 51 thanks to a brand value increase of 390%.

A breakdown of the results shows Nokia topped the European list, followed by Vodafone and BMW.

In Britain Vodafone beat Tesco and HSBC to the top of the pile.

Millward Brown Optimor chief executive Joanna Seddon said: “This year’s brand ranking demonstrates the importance of investing in brands, especially in times of market turmoil. Strong brands generate superior returns and protect businesses from risk.

“Our data shows that strong brands continue to outperform weak ones in terms of market share and share price during recessions.”

Tesco, in 25th spot came in well ahead of Marks and Spencer (60) in the global list while designers Louis Vuitton (19), Hermes (76), Gucci (79) and Chanel (85) also made the top 100.

Big Irish employers like Intel (27), Dell (41), Siemens (47) and eBay (65) made the list as well as stores with Irish operations such as Subway (73) and Zara (84).

The sector that experienced the strongest growth last year was mobile operators at 35% followed by technology at 33%.

Top 10: Names with the biggest clout

1. Google ($86bn).

2. GE (General Electric) ($71bn).

3. Microsoft ($70bn).

4. Coca-Cola ($58bn).

5. China Mobile ($57bn).

6. IBM ($55bn).

7. Apple ($55bn).

8. McDonald’s ($49bn).

9. Nokia ($43bn).

10. Marlboro ($37bn).