Google remains the most valuable brand in the world

 Internet giant Google remains the undisputed number one in the "Brandz Top 100" brand ranking by market research group Millward Brown with a value of around 86 billion dollars. Google's brand value increased by a whopping 30 percent compared to the previous year. The US company General Electrics follows in second place with 41.4 billion dollars, with software giant Microsoft in third place (55 billion dollars). In fourth place with a brand value of 58.2 billion dollars is Coca-Cola, and in fifth place with 57.2 billion dollars is China Mobile. The first European brand is the Finnish company Nokia (with a value of 44 billion dollars) in 9th place. The most valuable Swiss brand is UBS in 64th place. The major bank dropped 13 places compared to the previous year, with its brand value falling by 3 percent to 11.2 billion dollars. In contrast, the Swatch luxury brand Cartier worked its way up to 80th place, its brand value climbing by 32 percent to 9.3 billion dollars.
According to Millward Brown, public financial data was combined with consumer statements for the study. More than one million people worldwide were surveyed on over 50,000 brands.
In addition to Millward Brown, Young & Rubicam also compile brand rankings using the Brand Asset Valuator and the market research company AC Nielsen. Google also holds the top position in the British study "Superbrands" (see
).