The thought-provoking tech blog Ars Technica has a detailed post about Google just getting named once again as the world's most powerful brand, according to Millward Brown's annual BrandZ ranking. Google has ruled the rankings there for two of its three-year existence.
Millward Brown says its methods involve combining consumer research with public financial data. The latest ranking of the top five goes like this: Google, GE, Microsoft, Coca-Cola and China Mobile. The top five includes the same companies as last year's list, but the top 100 has seen a number of changes, as one might expect. Apple and IBM saw improved rankings, while Marlboro, Wal-Mart, Citi and Home Depot slid.
Interestingly, the number one brand in 1992 was Marlboro, showing how things can change with public perception.
All top five companies clearly have big issues to address in the coming years, with increasing globalization and greater concerns for the environment and corporate social responsibility coming front and center. So far, Google's creative, nimble culture has served it well through a period of phenomenal growth and technological innovation.
Google's strong commitment to green undoubtedly contributes to its positive reputation. Not only does the company lead in energy efficiency and renewable power at its facilities, but it is also investing hundreds of millions of dollars in clean power r&d, creating new green jobs and rivaling the U.S. government in patronage of the sector. The company has also earmarked at least $11 million to jumpstart development of plug-in hybrid vehicles.
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