unicornnews: Google lead brand chart

There have been definite signs in the last six months that a backlash is starting to emerge against Google, the uber-brand of the web era which is, arguably, finding it harder to be the quirky, anti-establishment brand we’ve all grown to love now that, within the digital space, Google Inc is the establishment.

Ironically that backlash, which was most apparent when the web firm opted Gmail users into its new slightly confusing social networking service Google Buzz, has emerged as the company made its bold (if, some would argue, at least partly commercially motivated) decision to basically quit the Chinese market by turning off government-forced censorship on its servers in the region.

But despite all that, Google has topped a brand power survey by WPP-owned research company Millward Brown for the fourth year running, with the research types estimating the brand to be worth $114 billion, 14% up on the last survey. Another technology firm, Apple, also scores highly, with the continued hype surrounding the iPhone and the new iPad boosting the value of their brand to $83 billion, and putting the IT giant into third place in the brand poll.

Another big player in the web space, though, doesn’t even appear in the Top 100. Despite Facebook frequently appearing in second place in web prominence charts, and despite the social networking giant seeing considerable ad income growth, Millward Brown’s researchers say that while Facebook scores well on profile and membership, they are yet to demonstrate how they will capitalise on that brand commercially. The power brands survey considers both brand profile and the commercialisation of the brand.

Posted Thursday May 6 2010 by Chris Cooke

Related categories: Branding