World's Best Brands Review 2008

BrandZ has released their third annual list of the top 100 most powerful brands in the world, with the Internet search engine Google coming in at number one. The dollar value of the Google brand has increased by 30% to an estimated $86.1 billion according to the BrandZ Top 100 list.

The marketing research firm Millward Brown Optimor created the BrandZ Top 100 list to measure the dollar value of the largest brands worldwide. The list shows that a company's value is not just in it's people, factories, or machinery, but also in the brand of the product or service being sold. Brandz top 100 shows that a brand can be measured, managed, and grown to benefit the company.

The top five most powerful brands of 2008 have remained the same as last year, with all 5 brands increasing their value by at least 15%. After Google is the General Electric brand in second position with an estimated brand value of $71.4 billion. Microsoft was third on the Brandz Top 100 with $70.89 billion, the soft drink Coca-Cola was fourth on the list with a brand value of $58.2 billion, and China Mobile reclaims its 5th position with a value of $57.2 billion.

Technology was a standout performer on the list with major tech brands like Google, Microsoft, IBM, Apple, HP, Cisco, Oracle and Intel all increasing in value. The technology brands on the BrandZ Top 100 list increased in value by 33% over the past 12 months. Mobile phone operators were the only category of brands that performed better than technology, with a brand value increase of 35%.

CEO of Millward Brown Optimor, Joanna Seddon said "This year’s brand ranking demonstrates the importance of investing in brands, especially in times of market turmoil. Strong brands generate superior returns and protect businesses from risk. Our data shows that strong brands continue to outperform weak ones in terms of market share and share price during recessions."

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