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

Monday, April 21st, 2008 by Andy Beal

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

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:

Google
GE
Microsoft
Coca-Cola
China Mobile
IBM
Apple
McDonalds
Nokia
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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10 comments on “Google #1 Brand; Did Millward Brown Wait to See Q1 Before Announcing List?”

Nicole Says:

April 21st, 2008 at 11:03 am

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 Says:

April 21st, 2008 at 11:09 am

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?
Andy Beal Says:

April 21st, 2008 at 11:27 am

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

April 21st, 2008 at 2:13 pm

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?
Paul Baranda Says:

April 22nd, 2008 at 12:45 am

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
Tiffany Says:

April 22nd, 2008 at 2:34 am

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…
Elections guy Says:

April 22nd, 2008 at 3:01 am

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

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

April 22nd, 2008 at 7:05 am

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.
Futon-Matt Says:

April 22nd, 2008 at 7:59 am

Don’t people outside the US still enjoy smoking?
Marc’s Voice » Blog Archive » Connecting at the API level Says:

April 23rd, 2008 at 12:11 pm

[...] And that toe hold will not only bring them the world of Web 2.0 and open source, but also force THEM into opening up THEIR APIs to all their major assets and properties (at least the on-0line resources) and make THEM the #1 brand in the world – again. [...]

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