Google most valuable global brand, says research

On top of the world

Google has been named the most valuable brand in the world, with Microsoft in second place, according to the 2011 BrandFinance Global 500 report.

Google's brand value is estimated to be $44.3bn, according to the brand value league table, while Microsoft's brand is worth $42.8bn.

In fact half of the top 10 largest growers are technology-related companies, according to the research firm.

According to BrandFinance, it is not only Google's dominance of the search engine sector that means it tops the 2011 table as it has got stuck into new ventures that are comparatively un-commercial but have a positive impact on its brand rating (AAA+) which is the highest in the table.

The ventures include those in its growing not-for-profit business such as services that helped out in rescue efforts following the natural disasters in New Zealand and Japan.

Here is a table of the top 10 companies in the Brand Finance Global 500.

Apple has moved up the chart 12 places thanks to its loyal customer base, clever marketing and innovative designs, according to the research.

However, Nokia has suffered the largest fall in brand value; a colossal $9.9bn, according to BrandFinance. The brand has suffered big time in the smartphone arena as it has been squeezed by Google and Android and has yet to have a tablet offering ready either. It will be interesting to note whether its partnership with Microsoft perks up the Nokia's brand value.

Facebook has entered the Global 500 for the first time with a brand value of $3.7bn. While BrandFinance said the social network's monetisation and product diversification strategy remain sketchy, it noted that Facebook is hugely popular and is effective in entering new markets.

"The rise of the technology brands has been expected for some time, although Nokia's fall shows that it is tough to stay at the forefront of such a dynamic industry," said David Haigh, CEO of Brand Finance.

"Over the last couple of years, 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," he added.

The US continues to dominate the index with American brands making up 13 of the top 20 brands.