Millward Brown has just released, for the third year in a row, the BrandZ Top 100 Most Powerful Brands, which ranks the world’s most powerful brands according to the their dollar value. Google tops the list with a brand value of $86.1 billion followed by GE at $71.4 billion and Microsoft at $70.8 billion. Developed by Millward Brown for WPP, BrandZ Top 100 is published by the Financial Times and is the first brand league table to combine publicly available financials with primary research data, thus reflecting the perceptions of those who really count — brand users and consumers, and not just branding consultants.
The technology sector (including mobile operators), which accounted for 28 of the top 100 brands, outperformed all other categories in this year’s BrandZ Ranking, with a brand value growth of $187.5bn. This is more than half of the Top 100’s total increase.
This ranking apparently failed to impress Dr Jeffrey Cole, director of the Centre for the Digital Future at the University of Southern California, according to Lara Sinclair (writing for The Australian, in an article titled ‘Consumers switch off traditional media‘). Cole told Sinclair that Google’s hold on media power was ‘one of the most tentative on the planet’.