What’s in a brand? That which we call an iphone by any other name would be as cool, right?
That was then, this is now. Even Wikipedia with it’s NPOV seems to agree: “Brands have become increasingly important components of culture and the economy, now being described as ‘cultural accessories and personal philosophies’.”
Techcrunch posts about an annual ranking of brands.
“WPP subsidiary Millward Brown Optimor has released its highly regarded annual brand ranking BrandZ Top 100 (PDF), which identifies the world’s most valuable global brands as measured by their dollar value.”
As you might expect, the list includes a large number of technology companies.
“Topping the list are Internet giant Google, whose brand was valued at a whopping $100 billion, and rival Microsoft which comes in second with a $76.2 billion valuation. The report shows Google’s brand value is up from $86 billion last year (an increase of 16% in value), while Microsoft’s rose only 8% in value over the past year.
Other valuable top brands in technology, according to Millward Brown’s fresh ranking, include IBM ($66.6 B), Apple ($66.1 B), Vodafone ($53.7 B), Nokia ($35.1 B), Blackberry ($27.4 B), HP ($26.7 B), SAP ($23.6 B), Intel ($22.8 B) and Oracle ($21.4 B). Just outside the top 25, we find Amazon at the number 26 spot, but the company can pride itself in having the most ‘brand momentum’ – a measurement predicting short-term growth prospects – this year.
You can also download an BrandZ Top 100 iPhone App. Since I seem to have an off-brand smartphone, I can’t report on what it does.
The full 72 page BrandZ Top 100 Most Valuable Global Brands report has lots of interesting analysis and background information. Here’s a table of the top 20 technology companies from the report.