The Brandz fourth annual Top 100 Most Valued Brands have been revealed, Google gets the top spot among TOP 100 most valued brands. Google remains number one of the Brandz Top 100 Most Valued Global Brands for the third year running.

google_logo (1)

Google is followed in the top 10 by:

  • Microsoft
  • Coca-Cola
  • IBM
  • McDonald’s
  • Apple
  • China Mobile
  • General Electric (GE)
  • Vodafone
  • Marlboro

In 2008, nine of the top 10 brands remain in the top 10, as do 85 of the top 100. The brands that have lose their ratings were due to the “hard-hit by the economic storm”.

The value of the top 100 brands has been increased 2% since last year to $2 trillion, despite the fact of the current economic climate. Small brands like lipsticks , sunglasses and cigarettes are continuing to sell well, while on the other side the low-cost retailers such as Alde and Wal-Mart have been seen an increase in the value of their brand.

To give value to a brand, there are three factors which are taken into account:

1.  A company’s earnings under the banner of the brand – for example, Coca-Cola’s earnings would also incorporate the sales of Fanta, the brand under Coca-Cola’s banner.

2. The brand contribution – how much the earnings are attributable to the brand.

3. The brand multiple – the growth potential of the earnings.

The list of brands is compiled by using data from Brandz , Bloomberg and Datamonitor. See the full report here.