With a 44 per cent increase in its brand value in the
last one year, Google has emerged as the brand with the
fastest growth says global brand ranking agency, Interbrand
Corporation, in the latest annual Businessweek
/ Interbrand survey of global brands.
internet search engine brand has outpaced others in the
list for the second straight year; The Interbrand report
says that Google''s brand value rose 44 per cent in the
past one year to $17.8 billion, ranking the brand at 20th
this year''s other top gainers are Google, Zara, Apple,
and Nintendo in the annual ranking of The Best Global
topped the list, for the seventh year in a row, even though
the value of the brand declined 3 per cent. Nokia emerged
the highest-ranking brand outside the US while American
brands made up more than half of the top 100.
global brands 2007
Business Week / Interbrand
methodology values brands using sales and a consideration
of how important the brand is in the sector the
same way any other corporate asset is valued on
the basis of how much it is likely to earn for the company
in the future.
each brand must derive at least a third of its earnings
outside its home country, be recognizable outside of its
base of customers, and have publicly available marketing
and financial data.
says it uses a combination of analysts'' projections, company
financial documents, and its own qualitative and quantitative
analysis to arrive at a net present value of those earnings.
Reviving even a legendary brand isn''t easy once consumers
have a negative perception of it. For example, the once
iconic Ford brand lost 19 per cent its brand value in
this year''s annual ranking, Highlighting the carmaker''s
permanent discount policy in the US as a factor that has
eroded the value of its brand.
perennial winners as Coca-Cola (No. 1) can have trouble
boosting their brand. Though the beverage giant stayed
as the world''s No.1 brand for the seventh
year running, because of its global presence, yet it lost
3 per cent of its brand value, because its move into healthier
drinks has yet to resonate.
a brand can stage a comeback, as several such revivals
emerged in this year''s ranking. While it''s tempting for
a challenged brand to emulate the likes of Google (No.
20), Apple (No.33), or Starbucks (No 88), doing so can
seem audacious at best, delusional at worst, says the
provides a potentially more useful exercise in examining
brands that have stumbled but recovered. Nokia Corp, which
ranked No.5 this year staged a comeback by realising the
need for cheaper handsets for developing countries and
responding to the need, even it released high-end phones
aimed at both the consumer and business user and is now
showing strength in emerging and mature markets alike.