Google Challenges Coca-Cola and Microsoft for Global Fame

Strategic Insights -

Google, the search engine founded in a California garage just eight years ago, has surged to the 24th spot on Interbrand's list of the world's best global brands, outranking old media stalwarts such as Sony, MTV and Reuters. The company's brand value is estimated to be $12.4bn, a significant achievement for a business that rarely advertises on TV, radio or billboards. Google's expansion into email, advertising and aerial maps has demonstrated its potential to go beyond search and expand its boundaries.

Key Takeaways:

  • Google has become the fastest growing brand in the world, only eight years after its founding in a California garage.
  • The company has outranked old media stalwarts such as Sony, MTV and Reuters in terms of worldwide renown, according to Interbrand.
  • Google's brand value is estimated to be $12.4bn, a significant achievement for a business that rarely advertises on TV, radio or billboards.
  • The company has expanded into email, advertising and aerial maps, demonstrating its potential to go beyond search and expand its boundaries.
  • Google's image was tarnished by a public relations disaster when it agreed to filter any information on its Chinese website that it believed would offend the Beijing government.
  • The outrage that greeted the move highlighted the dangers facing a ubiquitous, global brand, with Interbrand's John Allert warning that scale and success bring visibility and expectations.

Statistics:

  • Google's brand value is estimated to be $12.4bn.
  • The company has risen to the 24th spot on Interbrand's list of the world's best global brands.
  • Coca-Cola holds the number one spot with a brand value five times larger than Google's.
  • Google's closest rival, Pepsi, comes in at number 20.
  • The top 25 of the BusinessWeek/Interbrand survey of the best global brands is packed with well-established names that are well-used to advertising.

Sources:

  • Interbrand's survey of the world's best global brands.
  • John Allert, chief executive of Interbrand.
  • Neil Jones, UK managing director of Carat, the media buyer.
  • BusinessWeek/Interbrand survey of the best global brands.