For five years, the people at BrandZ (you know they’re in branding because of the “Z”) have been evaluating customer opinion and awareness of various global brands, and then putting a dollar value on that evaluation for their annual Top 100 Most Valuable Global Brands report. Here are the top 10 brands on the BrandZ list.
“Google is now the number 1 brand by far with a value of $114.3 billion, on the strength of a 32 percent compounded annual growth rate since 2006, when Google ranked number 7, with a brand value of $37.4 billion.”
“The IBM brand experienced 24 percent compounded annual growth rate during the past five years and now, with a value of $86.3 billion, ranks second in the BrandZ Top 100, having advanced from position number 8.”
“Apple, now ranked number 3, with a brand value of $83.2 billion, moved up 26 places [over a five-year period] from number 29.”
Microsoft remained unchanged from 2008 with a value of $76.4 billion.
5. Coca Cola
With a value of $67.98 billion, the Coca Cola brand remains the top beverage brand by a long shot. The closest on the list is Budweiser at #38. Pepsi ranked #58 on the list.
The Golden Arches slipped just 1% from last year’s value, but it was still the only fast food restaurant in the top 50. Subway, the only other fast food brand on the list was ranked #64.
At a value of $57 billion, the Marlboro brand actually increased in value by 15% over the previous year.
8. China Mobile
The world’s largest mobile network is also the highest-rated non-U.S. brand on the list.
9. General Electric
GE’s brand value slipped 25% from the previous year, but it was still enough to keep the brand in the top 10.
The UK-based mobile carrier is the highest-ranking European brand on the top 100.
Other brands of note:
*Walmart barely missed out on the top 10, with a #13 ranking.
*BMW, at #25, is the highest-ranking automobile manufacturer, edging out Toyota — the world’s largest car maker — which ranked 26th.
*The highest-ranking U.S.-based bank on the list is Wells Fargo at #30, with Bank of America coming in at #37 on the list.
*While Comcast may be America’s largest cable company — and the Worst Company In America for 2010 — it is nowhere on the top 100 list. Perhaps the Xfinity rebranding is needed after all?
World’s Top 10 Brands [Chicago Tribune]