In spite of the global recession, the value of the world’s top 100 brands grew by 4% to now exceed $2 trillion – and has increased by a massive 40% in the last five years.
According to the results of the 2010 BrandZ survey, Google retained its position as the world’s biggest brand – a 14% rise in its value taking its total worth to more than $114 billion.
IBM, Apple, Microsoft and Coca-Cola fill the other spots in the top 5. Indeed, it is technology brands that have – perhaps not surprisingly – experienced the sharpest growth in value during the past five years, since the first survey was conducted in 2006. Samsung and Chinese search engine giant Baidu were this year’s fastest- and second-fastest-growing individual brands respectively.
With the appearance of ICICI, India’s largest bank by market capitalization, for the first time since its inception, the BrandZ Top 100 includes brands from all four of the BRIC countries (Brazil, Russia, India and China). In fact, in 2010 there are a total of 13 brands from emerging markets, as opposed to just one of the top 100 back in 2006 (China Mobile – now number 8 in the list and one of seven Chinese brands to appear in this year’s top 100).
China Mobile is the top brand from Asia, Telcel the top brand from Latin America, Vodafone the UK’s number 1 brand, SAP continental Europe’s top performer, and Google, of course, representing North America’s finest.