In barely more than a decade of existence, and without advertising, Google has been ranked in the top 10 global brands for the first time.<\/p>\n
It is also the fastest-growing global brand, according to the Interbrand Best Global Brands 2008 report.<\/p>\n
The report shows that the value of the Google brand has grown 43% since 2007, and is now 25.6-billion.<\/p>\n
According to Interbrand, Google is “the undisputed king of the Internet world and the last year has seen it gain even more ground against rivals”.<\/p>\n
Innovations, Interbrand said, extend the brand’s reach and ubiquity “and make it an increasingly important part of our everyday lives”. <\/p>\n
While Coca-Cola remained the most valuable global brand, with a brand value of 66.7-billion, the biggest mover by far was Google, whose move into the top 10 shoved out Mercedes-Benz.<\/p>\n
All the biggest movers were IT brands. Apart from Google’s 43% increase, Apple moved up 24% and is now 24th and worth 13.7-billion. Amazon.com grew 19% to 6.4-billion and Nintendo 13% to 8.8-billion. <\/p>\n
Another brand rapidly increasing in value is Spanish fashion house Zara, which has expanded operations to 72 countries. Zara can roll out high- quality copies of designer fashion within a week.<\/p>\n
Financial services brands like Merrill Lynch, Morgan Stanley and Citi slumped and were among the biggest losers of brand value.<\/p>\n
The research was completed at mid-year, before the financial crisis came to a head. If the same analysis was undertaken today, financial services brands would have lost a lot more. In a few months some will have disappeared entirely.<\/p>\n
Citi, Morgan Stanley and Merrill Lynch all lost significant value as the effect of the credit crunch was felt. <\/p>\n
Other big losers included car maker Ford, which has struggled to persuade consumers that it does more than produce gas guzzlers, and clothing retailer Gap, whose sales are declining worldwide. <\/p>\n
There are no South African brands on the list. Interbrand Sampson executive chairman Jeremy Sampson said cellphone service provider MTN would certainly qualify in terms of its brand value, but it is not global enough. Interbrand treats a brand as global if it is present on three continents, and MTN operates in Africa and the Middle East.<\/p>\n
MTN would certainly be the most valuable brand in Africa.<\/p>\n
Brewer SABMiller has developed global brands at product level, while Standard Bank has a strong brand in Africa and South America.<\/p>\n
Local brands with potential to become valuable globally could include drinks labels KWV and Amarula and clothing firm Stoned Cherrie.<\/p>\n
Jez Frampton, global CEO of Interbrand, said movement in rankings “confirms that the tumultuous credit markets are affecting leading financial services brands”. But he said some, like HSBC, Visa and American Express, have transcended the credit crisis “due to their trusted brands”.<\/p>\n
He said emerging-market growth had a significant effect on this year’s ranking. “As customers in these markets accumulate wealth and seek to demonstrate it, luxury brands are seen as a clear indication that one belongs to the new elite.” <\/p>\n
The Porsche, Ferrari and Prada brands have been successful in emerging markets.<\/p>\n
Sampson said Africa, and to a lesser extent SA, “are largely under-branded and immature markets for major global brands. But as personal wealth increases and the area becomes more stable it will become a war zone for the major brand owners”.<\/p>\n
The Best Global Brands report generally shows stability as most of the brands featured are long-lasting and well known globally.<\/p>\n
Last year the average age of brands in the top 10 was 84 years, indicating that the world’s best brands were also the most durable.<\/p>\n
Google’s entry into the top 10 has changed that.<\/p>\n