With the economy falling and the advertising forecasts looking bleak, a survey conducted by Millward Brown Optimor Brandz reports that Google is the world's first $100bn brand.
While this news may be of little amaze and will provide cold comfort to contending broadcasters (famously, the brand has never advertised on TV), the research does, however, underline the enduring power of strong brands. It also serves as a apropos reminder that pulling back marketing support may well provide a quick fix to a company's bottom line, but is often to the long-term disadvantage of the business.
Despite the commotion in the global economy, the value of the top 100 brands has risen by 2% in the past year to $1.95tn. An aggregate of 85 of the top 100 brands remain in the table from last year. By classification, the biggest fall was insurance (-48%) followed by cars (-22%) and financial institutions (-11%). On the other way, mobile operators accomplished the biggest growth in brand value (+28%), followed by soft drinks (+24%) and coffee (+18%).
There are also reasons to be cheerful -in the UK-, which is surpassing the broader market. The value of the top 10 UK brands has expanded by 11% over the past year, compared with a 2% hike for all global brands. UK brands also elucidate half the expansion in the global mobile category - the powerful brand category in the world. Vodafone and O2 jointly justifies more than a quarter of that category-wide growth.
The recession is not having a negative influence athwart all brands and categories; one of the big positive inclinations is the growth in popularity of activities undertaken at home that traditionally would have been done elsewhere. The ease and convenience of online shopping, for example, has been the compelling force behind brands such as Amazon (+85%) and eBay (+16%).
While this news may be of little amaze and will provide cold comfort to contending broadcasters (famously, the brand has never advertised on TV), the research does, however, underline the enduring power of strong brands. It also serves as a apropos reminder that pulling back marketing support may well provide a quick fix to a company's bottom line, but is often to the long-term disadvantage of the business.
Despite the commotion in the global economy, the value of the top 100 brands has risen by 2% in the past year to $1.95tn. An aggregate of 85 of the top 100 brands remain in the table from last year. By classification, the biggest fall was insurance (-48%) followed by cars (-22%) and financial institutions (-11%). On the other way, mobile operators accomplished the biggest growth in brand value (+28%), followed by soft drinks (+24%) and coffee (+18%).
There are also reasons to be cheerful -in the UK-, which is surpassing the broader market. The value of the top 10 UK brands has expanded by 11% over the past year, compared with a 2% hike for all global brands. UK brands also elucidate half the expansion in the global mobile category - the powerful brand category in the world. Vodafone and O2 jointly justifies more than a quarter of that category-wide growth.
The recession is not having a negative influence athwart all brands and categories; one of the big positive inclinations is the growth in popularity of activities undertaken at home that traditionally would have been done elsewhere. The ease and convenience of online shopping, for example, has been the compelling force behind brands such as Amazon (+85%) and eBay (+16%).
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