Google top brand for 2010
The Brandz report for 2010 has just been published and it is no surprise that Google are top with their brand value increasing 14% over the last year, to a huge $114 billion.
The top 100’s total brand value exceeded $2 trillion! That is just shy of the $2.2 trillion GDP forecast for the UK in 2010 from the IMF.
Indeed in a period of extreme economic hardship and uncertainty, the overall value of the Brandz top 100 increased by 4%. However, part of this increase could be attributed to the inclusion of Oil & Gas companies for the first time.
The big gains, as you would expect, lay in the technology industry and highlight the massive importance of innovation in this sector. Brands like Blackberry weren’t even in the top 100 5 years ago, however, now it ranks 14, with a brand value of just over $30 billion dollars.
The report highlights the importance of defining a brand on more than just product and service excellence, it needs to be founded on deeper ideals and values:
‘The biggest share price gains will be made by brands which aren’t afraid to stand for something. They will go beyond the functional, to represent an ideal, which appeals across products, categories and cultures.’
One of the most interesting areas of the report focuses on the role of Social Media and brand building. Those of you still questioning the importance of social media as part of your business’ marketing mix should take notice. Widespread adoption of this medium by many of this year’s top 100 brands, shows it is here to stay.
The report cites examples of brands as diverse as HSBC, Ford, Evian, Coca Cola and Starbucks, all employing social media campaigns to compliment their more traditional marketing methods.
The WPP study makes an interesting read and provides insights into brand building, relevant to even the smallest organisation.
To access the full report visit: Brandz Top 100 Most valuable global brands 2010.