Google Building 44

Company surpasses IBM to take number two spot on BrandZ list

Google has been ranked as the world second-most valuable brand, on the 2013 BrandZ list of top global brands. The list, published by research agency Millward Brown Optimor, puts Google's brand value at $113.669 billion, well behind Apple's $185.071 billion. This year Google creeps ahead of IBM, last year's number two, which now sits in third place with brand value estimated at $112.536 billion.

Google and Apple are placed above big names like McDonalds (4), Coca-Cola (5), Microsoft (7) and Visa (9). Other big Android names on the list include Samsung at number 30, having jumped a whopping 25 places, and Verizon, which dropped three spots to number 12. China Mobile maintained its number 10 spot, with estimated brand value of $55.368 billion.

Google's jump from third to second shows steady growth, but Apple clearly remains the company to beat, retaining the title of most valuable brand by a significant margin. Samsung's meteoric rise of to thirtieth is also noteworthy, and likely has a lot to do with the success of its Android-based Galaxy smartphones over the past year.

Check the source link down below for the full list of top 100 brands.

Source: Marketing Week; via: PhoneArena


Reader comments

Google ranked second most valuable brand, behind Apple


Yea too bad the apple stock is half that of Google's apple is only more valuable because they overcharge for all there icrap

I agree stock price means nothing. That being said Google is on a path to surpass Apple. It's simple rate of growth and the recent changes made to allow for more control of Android.

I really wish I'd been of an age (and financial position ... and blessed with precognition) 15 or 20 years ago, and had bought shares in Samsung.

Think where they were in the 80s and 90s: An also-ran Asian electronics brand with subpar market perception (alongside Sanyo, GoldStar, Sansui, et al.), playing second fiddle to the Sony's of the technology world. Even to Philips, Panasonic, Toshiba, JVC, Pioneer, etc.

Nobody would EVER have boasted about having a Samsung device. The brand was always there but never significant in the public eye.

Then they began making panels for Sony TVs, perfecting the technology behind the scenes, and later they came out and flat-out dominated the TV market themselves. That was the beginning of their shift in brand perception. 8-10 years later, they're one of the most recognized and highly valued brands in the world.

Samsung may not be named the most valuable brand, but there are few other cases where the massive shift in brand perception is so striking to me. LG (ex-Goldstar) is the only other brand I can think of that's had such a massive turnaround in 20 years.

Yes, Samsung's had a sudden and meteoric rise in the last few years -- particularly the last 12-24 months -- but it's been bubbling and brewing away for much longer than that. They couldn't have built such an impressive reputation in the smartphone world using their 80s brand image as foundation. I think it's only because they had already notably dominated the flat-panel world in the early 2000s that the brand was taken seriously enough to launch itself so far in the smartphone world.

I believe that in order to be the most valuable brand you must be integrated into the English (and other) languages such as Hoover, Velcro, Ping-Pong, Kleenex, Xerox, Coke, Biro, and Walkman. Google is a noun and a verb and is synonymous with looking something up whereas Apple is not. Apple has the ipad which is a common reference for a tablet computer and Ipod which was a common term for a "Smart Walkman" but Apple has not achieved verb status and is therefore not as ingrained in our psyche.

This is because Apple cheated the system by finding loopholes in the tax system, thus saving more money. Otherwise, Google would be #1. :-)

If it is legal I am guessing all major companies use the same loopholes. No company or individual is going to pay more taxes voluntarily.

There are questions about whether it's legal or not. That's why Tim Cook was testifying in front of Congress (and lying his backside off).

"Anyone may arrange his affairs so that his taxes shall be as low as
possible; he is not bound to choose that pattern which best pays the
treasury. There is not even a patriotic duty to increase one’s taxes.
Over and over again the Courts have said that there is nothing sinister
in so arranging affairs as to keep taxes as low as possible. Everyone
does it, rich and poor alike and all do right, for nobody owes any
public duty to pay more than the law demands."

Judge Learned Hand

Cook said that Apple was employing no tax gimmicks, which is abslutely a lie. They may (or may not) be legal, but Apple is definitely employing tax gimmicks to avoid paying taxes and Cook definitely lied about it.

Is your Apple hatred so blinding to make statements like this?

EVERY major corporation does this. Including Google. Apple isn't special in this regard, except for the fact that the government wants to get their grubby paws on their cash stockpile. Yesterday's hearing was pretty much just a dog and pony show (that Rand Paul did a pretty good job blasting apart) of the government going "it's not fair that you have so much money and legally keeping it from us!" as they stomp their feet and throw a tantrum.

Cook was testifying in front of Congress because there are questions about whether Apple is paying all the taxes they owe. That's not hate, that's simply a fact.

Meanwhile, if you say your company isn't using tax gimmicks (which Cook did say) and your company is using tax gimmicks (which Apple IS, regardless of legality) then Cook is clearly lying. Saying it isn't Apple hate, it's just the truth.

APPLE PAID 2% IN TAXES, just in the news this week and there is a Senate Hearing about it. Until they pay off the congressmen with their lobbyist of course

Its pathetic that Most Corporations in America pay nothing in taxes, Like GE Pays No taxes, to Most paying barely a pittance of tax at all. Republicans bitch about deficit when corporate America gets a free ride is almost treasonous. Corporate America sends jobs over seas, sends their money out of the country, but lives in the states for it's freedom and security without paying any dues or helping out anyone but themselves.

Yeah it helps that Apple cheats the tax system, plus I think valuable means more than how much money they have. How about valuable in terms of what they bring to the world? In that case Apple would fall down a lot of spots.

doesn't surprise me. after all the only reason Apple makes so much money is because people are willing to overpay to have an Apple logo on their product.

Yeah, because Google doesn't make every effort to pay as few taxes as possible as well, like EVERY other major international company.

The outright blinding hatred of all things Apple makes people say some really foolish things.

Are you mad? How could you possibly misinterpret that comment so badly? Quit blindly protecting Apple from people not even attacking it, you hypocrite. Everyone, that's not a complete moron, knows every single company and person on this planet pays as little taxes as legally possible. Plenty pay less than that, some get caught and some do not, but nobody pays more. Nobody.

Actually, that's not true. There's a portion on your tax return to voluntarily pay more. Not many people use it, but some do.

Google FTW! Glad to see the company doing so well, proud fan here :) I also love Apple and am liking how both companies are dominating everything.

Let's see, one company puts out products like an MP3 player with no display and the other company comes out with technology to provide valuable information when you need it without asking for it...hmmm, I wonder which will come out on top?

Apple products TheDu9du has bought: 0
Google products TheDu9du uses every day of his life: Too many to keep count on

List of the too many that come to mind:

Chrome on like every type of device
Google Maps
Nexus 4
Google Drive
Google Plus (not really I guess)
Google Hangout (previously talk)
Google Voice
Google News
Not anymore and sad: Text 46645 (GOOGL)
and Search, duh!
Google Images
Google Goggles
Calendar, Wallet, PlayStore, Translate, NOW, etc, etc

Thank you Google.

Does anyone remember the (800)goog411 number from like 5 years ago that gave you free 411 calls... :-) I'm not an Apple hater but Google and everything they offer for free should get it just because. Value doesn't always have to be measured in $'s IMO