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Google and Vodafone top global and UK brand lists

Google has supplanted Wal-Mart and Microsoft to become the world's leading brand, according to the annual list published by Brand Finance, in which Vodafone is named the leading UK brand.

Vodafone: top UK brand and fifth biggest globally according to Brand Finance

Vodafone: top UK brand and fifth biggest globally according to Brand Finance

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In Brand Finance's annual survey, Google has topped the global list with a brand valuation $44.3bn (£27.3bn), edging Microsoft at $42.8bn (£26.3bn) into second place.

Vodafone is the largest telecoms brand, and the fifth-biggest brand overall, with a valuation of $30.7 (£18.9bn).

Apple's brand rating has shot up from 20th to 8th place, with a brand value of $29.5bn (£18.2bn).

US brands dominate the top 20 brands, taking 13 places, while British brands take only three. HSBC is ranked 11th, with a valuation of $27.6bn (£16.99bn), and Tesco is 19th, with a valuation of $21.1bn (£12.99bn).

Coca-Cola has dropped out of the top 10 for the first time, dropping from third to 16th place, with a valuation of $25.8bn (£15.9bn).

According to Brand Finance, this was partly due to a revised methodology in measuring brand value, but also a consumer move away from highly sugared drinks.

David Haigh, chief executive of Brand Finance, said: "Vodafone's presence in the top 10 is testament to the UK's ability to grow and nurture great brands, despite a tough economic climate.

"From a global perspective, five of the top 10's largest growers are technology-related companies, reinforcing the importance of embracing technological innovation to give a seamless, value-enhancing brand experience.

"We have found that, across many leading companies, senior management are increasingly using brand valuation dashboards to monitor the health of their brands throughout the year, in order to make better informed strategic marketing decisions.

"This trend is likely to continue as the sheer size of these brand values becomes impossible to ignore."

Brand Finance Most Valuable Global Brands - 2011
Rank 2011 Rank 2010 Brand Brand Value 2011 (US$ millions) Brand Value 2010 (US$ millions)
1 2 Google  44,294 36,191
2 5 Microsoft  42,805 33,604
3 1 Wal-Mart  36,220 41,365
4 4 IBM  36,157 33,706
5 7 Vodafone  30,674 28,995
6 12 Bank of America  30,619 26,047
7 6 General Electric  30,504 31,909
8 20 Apple  29,543 19,829
9 15 Wells Fargo  28,944 21,916
10 11 AT&T  28,884 26,585
11 8 HSBC  27,632 28,472
12 14 Verizon  27,293 23,029
13 9 HP  26,756 27,383
14 10 Toyota  26,152 27,319
15 13 Santander  26,150 25,576
16 3 Coca-Cola  25,807 34,844
17 18 McDonalds  21,842 20,192
18 23 Samsung  21,511 18,925
19 17 Tesco  21,129 20,654
20 39 Mercedes-Benz  20,798 13,883
21 26 Mitsubishi  20,473 17,805
22 22 The Home Depot  20,423 19,013
23 29 BMW  20,157 16,616
24 31 Pepsi-Cola  19,514 15,991
25 24 China Mobile  19,317 18,673
26 40 Chase  19,150 13,400
27 28 Intel  19,078 16,642
28 43 Bradesco  18,678 13,299
29 25 Orange  18,622 18,352
30 27 Shell  18,605 16,997
31 33 Nike  18,437 15,808
32 42 Amazon  17,780 13,340
33 66 Nestle  17,455 11,178
34 45 Barclays  17,358 13,134
35 54 ICBC  17,194 12,083
36 36 Citi  17,133 14,362
37 55 China Construction Bank  17,092 12,076
38 44 UPS  17,012 13,170
39 35 Siemens  16,769 14,709
40 51 Ford  16,662 12,652
41 116 Itaú  16,655 6,911
42 37 BNP Paribas  16,643 14,060
43 46 Honda  16,355 13,083
44 62 Chevron  16,265 11,464
45 34 Target  15,989 15,224
46 50 American Express  15,529 12,737
47 19 Walt Disney  15,424 13,435
48 73 Deutsche Bank  15,169 9,862
49 30 AXA  15,099 16,403
50 65 Tata
15,085 11,216

This article was first published on marketingmagazine.co.uk

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