In an economic situation like the current one, the Internet giants continue to lead the world of the most valuable global brands. Google tops the BrandZ Top 100 list, compiled by Optimor Millward Brown, whose brand is valued at a whopping $100 billion; followed by Microsoft, in second place, with 72.6 billion dollars.
The report, which talks about the value of the brand, not the company, reveals that the value of the brand of Google () has increased by 16% this year (was 86,000 million last year), while Microsoft () increased only 8% in value. Even so, it must be taken into account that the Google brand is united for all its products and Microsoft distributes several brands (Windows, Bing, etc.). In third place is Coca-Cola (), with a brand valuation of 67.6 billion.
If its stock market value is taken as a reference to compare it with the brand value, Google today has a market capitalization of 142.820 million, while that of Microsoft amounts to 212.160 million dollars. Which would mean that Google’s brand value accounts for 70% of its total market value.
Santander, the ninth most valued brand in Europe
Other brands valued by their brand are IBM () (66.6 billion), Apple () (66.1 billion), Vodafone () (53.7 billion), Nokia (35.1 billion), Black (27.4 billion), HP () (26.7 billion) , SAP () (23.6 billion), Intel () (22.8 billion) and Oracle () (21.4 billion). Outside the top 25 is Amazon -at number 26-, which this study predicts will have the biggest brand boost this year.
By categories, the most valued companies in mobile operators rank China Mobile first, followed by Vodafone and AT&T; Regarding car brands, the first place is for Toyota, followed by BMW and Porsche.
In the top 10 most valued brands in Europe, the first Spanish firm on the list appears, Banco Santander (), at number 9 with a brand valued at 16,035 million dollars; the bank drops to number 38 if the global ranking is taken into account. A list that also includes other Spanish brands, such as BBVA () in place 55 with a valuation of 12,549 million; Movistar in 62nd place and 10,911 million valuation and the Inditex group brand, Zara, with 76th place and 8,609 million.
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