Google breaks into top ten, P&G moving up
The 2008 Best Global Brands list from Interbrand is out. The were few changes in the top ten – Coke is still at #1, IBM and Microsoft swapped places at 2 and 3 and the most notable change – Google jumped from #20 last year to #10 bumping Mercedes to #11.
P&G saw a couple of their brands improve this year. Gillette moved from 16 to 14 and Duracell climbed one spot from 89 to 88.
No surprise that the financial brands took the biggest tumble on the list. Citi took a 14 percent drop in brand value; Morgan Stanley a 16 percent drop and Merrill Lynch took a hit of 21 percent decline in brand value.
How does Interbrand figure out the brand value?
To qualify each brand must derive at least a third of its earnings outside its home country, be recognizable beyond its base of customers, and have publicly available marketing and financial data.
They evaluate the brand value in much the same way other corporate assets are valued—on the basis of how much it is likely to earn for the company in the future using a combination of analysts’ projections, company financial documents, and their own analysis to arrive at a value of those earnings. The brand values are based on data collected during the 12 months prior to June 30, 2008.
I wonder if they have started to factor in the Google effect and include online reputation and visibility?
Many studies have shown how important your online visibility is to brand value..
