In the modern world of globalization and commercialization brands are some of most valuable things the world. Best Brands are valued in billions of dollars and may constitute their respective companies’ greatest assets. That is why corporation are so very protective and aggressive when it comes to protecting and investing in their brands.
Valuation of brands is a difficult task because the criteria on which they are a valued are intangible. We can only guess and estimate amount of goodwill and influence that any particular brand can have on population of the world at large.
Millward Brown, a consultancy owned by ad giant WPP annually releases a list of world’s top brands under the title BrandZ top 100. This year’s list was published recently. According to that list World’s best brand is “Google”. They value the Internet search engine’s brand at $86 billion.
In second spot is GE. American conglomerate’s name is valued at 71.4 billion dollars. Software giant Microsoft comes next at $70.8 billion. Coca Cola is fourth at $58.2 billion. Chinese mobile phone company China Mobile at $57.2 billion is placed at fifth place. It is only Asian company in top ten.
Others in top then include IBM ($55.3 billion), Apple ($55.2 billion), McDonald’s ($49.5 billion), Nokia ($43.9 billion) and Marlboro ($37.3 billion). Nokia is the only Europe based brand.
This list once again confirms the power of American brands and the dominance of tech companies.
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