Google Jumps Into Global Brands Top 10

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News Posted: Sun, Sep 21 2008 11:35 PM

Last week Interbrand issued its 2008 Best Global Brands rankings.
While most of the top 10 remained unchanged from 2007, with IBM and
Microsoft swapping places (IBM rose from 3 to 2), one big change
emerged: Google rose from 20 to 10, with Mercedes-Benz dropping to 11.  Interbrand produces this report annually, which is then used to produce a special report by Business Week.

The report is generated from June 30th to June 30th annually, so while it does show quite a bit of financial firms dropping in global ranking from 2007, it doesn't show the full effect of the recent financial turmoil on Wall Street and elsewhere.  For example, Merrill Lynch dropped from 22 to 34, while HSBC dropped from 23 to 27.
AIG dropped from 47 to 54, and Morgan Stanley dropped from 37 to 42.

Among tech companies, Nintendo rose from 44 to 40, Yahoo! dropped from
55 to 65, and RIM made the ranking for the first time at 73, Dell
dropped from 31 to 32, Apple rose from 33 to 24, and HP stayed put at
12.

You can see a table with the top 10 below.


Interbrand's press release said:

“The Best Global Brands 2008 ranking is a reflection of the global economy – the current credit crisis in the U.S., the growth of emerging markets and the increased emphasis on sustainability are all key trends that resulted in brands rising or failing on the list,” said Jez Frampton, Global CEO of Interbrand. “The increasing complexities of the global economy reinforce the importance of protecting and growing a brand. It is a company’s most valuable asset – and a far less volatile asset than others during a time of economic uncertainty.”

Their methodology for ranking is described on page 14 of this year's report (.PDF).

It should be noted that their criteria for inclusion (at all) excludes privately held companies such as Mars, and Wal-Mart, because "it does business in some international markets but not under the Walmart brand."



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3vi1 replied on Mon, Sep 22 2008 12:35 PM

>> "Their methodology for ranking is described on page 14 of this year's report (.PDF)." <<

The PDF says they rank the companies by seeing how many hits their name brings up in a Google search.

What part of "Ph'nglui mglw'nafh Cthulhu R'lyeh wgah'nagl fhtagn" don't you understand?

++++++++++++[>++++>+++++++++>+++>+<<<<-]>+++.>++++++++++.-------------.+++.>---.>--.

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Very cool. CocaCola has been at the top for years I bet.

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3vi1 replied on Tue, Sep 23 2008 1:09 PM

>> "The Best Global Brands 2008 ranking is a reflection of the global economy" <<

What my joke above was supposed to point out was, in all seriousness, this list seems arbitrary.

Somehow, Dow Chemical (which made $54B last year and regularly advertises on TV) isn't even on the list? Ask 100 people if they've ever heard of HSBC or Accenture, then ask them about highly visible (and MUCH more profitable) companies not on the list like BASF or Dupont.

What part of "Ph'nglui mglw'nafh Cthulhu R'lyeh wgah'nagl fhtagn" don't you understand?

++++++++++++[>++++>+++++++++>+++>+<<<<-]>+++.>++++++++++.-------------.+++.>---.>--.

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