Google, with a brand value of $66.4 billion, has unseated Microsoft as the world’s most powerful brand, according to an annual ranking by UK research firm Millward Brown Optimor. The search engine’s brand value increased by 77 percent since last year and is followed closely by General Electric at $61.8 billion. Microsoft is a distant third at $54.9 billion and Coca-Cola at $44.1 billion.
“Success stories from this year’s Brandz Top 100 demonstrate that winning brands leverage major market trends effectively to create business value,” said Joanna Seddon, chief executive at Millward Brown.
“Strong brands are capable of extending into areas of opportunity to access new revenue streams and to help businesses respond to market changes.”
The ranking attempts to put a dollar value on a brand based on current and expected future earnings. The figure is generated from hard economic data as well as softer variables such as intangible consumer loyalty and perceived growth potential.