Google Tops Global Brand List Again

Google is the world's most powerful brand, according to WPP-owned research firm Millward Brown, with an estimated value of $86 billion. The search giant was well-ahead of No. 2 General Electric, whose estimated brand value is worth $71.4 billion. Microsoft was third at $70.89 billion, and Coca-Cola was fourth at $58.2 billion.

Google, a company that spends almost no money on advertising, topped Millward Brown's annual 100 list for the second time in a row; in fact, the top five were unchanged year-over-year, each recording an increase in brand valuation by between 15% and 39%. Millward Brown compiles the list by combining a measure of brand equity using a survey of 100,000 consumers against a company's financial performance.

Other tech firms in the top 10 included sixth-place IBM, whose brand value increased 65% year-over-year to $55.3 billion, seventh-place Apple, whose value rose 123% to $55.2 billion, and ninth-place Nokia, up 39% to $43.9 billion.

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