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Google #1 Brand; Did Millward Brown Wait to See Q1 Before Announcing List?

posted on April 21, 2008


Here’s something to think about, when perusing the BrandZ Top 100 Most Powerful Brands list. If Google had reported a lousy Q1 last week, would it still have taken the #1 spot?

The list–based on financial clout and brand equity–orders the top ten brands as follows:

  1. Google
  2. GE
  3. Microsoft
  4. Coca-Cola
  5. China Mobile
  6. IBM
  7. Apple
  8. McDonalds
  9. Nokia
  10. Marlboro

Maybe the list was already finalized way before Google’s financial report, but maybe, just maybe, Millward Brown held on to the report until it knew for sure that the company didn’t take a bath in Q1.

Something else to consider? Microsoft’s brand value jumped 29% while Yahoo’s dropped 13%. That appears to negate any argument that a Microsoft deal would devalue Yahoo’s image.

Take a look at the list (pdf) and let me know if anything jumps out at you.


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  • http://www.greatpriceshere.com Nicole

    The MS Yahoo conundrum simply won’t go away with that kind of analysis alone. Recent news releases suggest that MS is loath to hike the offer as it believes that if the deal goes through at whatever price, there will be an exodus of people and at that point of time, the valuation will be what MS believes it is offering now.

    Nicole’s last blog post..Need a New Computer?

  • Dean

    China Mobile???? I am sure in China, China Mobile has enormous brand equity (based on population alone, I can see Chinese firms getting a skewed ranking). But let’s be honest, its not a global brand and really looks out of place in this list.

    I understand that Millward Brown “identifies the world’s most powerful brands as measured by their dollar value.” but apart from a billion Chinese people is China Mobile at all relevent in anyone’s life?

  • http://www.marketingpilgrim.com Andy Beal

    @Dean – I agree, then again I thought for sure there were brands more powerful than Marlboro.

  • http://www.newhomessection.com Jayson

    LOL – yeah Marlboro sticks out like a sore thumb on this list. I’d have thought that Citi, BofA, Yahoo and Nike have a more powerful brand than Marlboro – maybe in the 80s?

  • http://beyondbeautybasics.com Paul Baranda

    I think Google will be getting comfortable sitting uptop for a few other lists as well as this one for many more to come.

    Paul Baranda’s last blog post..How To Apply False Eyelashes

  • http://mp3leben.com Tiffany

    I am thinking if Google would consider it as compliment or not…I mean, having the position of top powerfull brand together with several “doubt” brands…

  • http://chasinggoogle.blogspot.com Elections guy

    I don’t know what’s China Mobile and Marlboro.

    Elections guy’s last blog post..Polls before Pennsylvania primary: Obama most popular

  • http://www.whatimnot.com Piper

    I agree, this list is a little wonky. How is a cigarette brand on the top 10 list? I can definitely think of other companies that could be in its place.

  • http://www.goodnightmoonfuton.com Futon-Matt

    Don’t people outside the US still enjoy smoking?

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