CorpComms Magazine

Global technology companies have triumphed in the fifth annual ranking of the top 100 brands worldwide by market research agency Millward Brown.

Internet search engine Google, which notably includes in its mission statement the winning objective 'Don't be evil', is the world's most valuable brand, with technology giants IBM, Apple and Microsoft making up the rear guard in second, third and fourth places. Social media has also burst onto the scene, with Facebook making its first appearance this year with a brand value of $5.5 billion (£3.7 billion).

British brands also had reason for cheer, with a rise in value of 28 per cent this year. The top UK brand, mobile phone provider Vodafone, ranked tenth globally with a brand value of $44 billion (£30 billion), leading the 27 UK companies that featured in the global 500. British banks were amongst the rising stars, with HSBC, Barclays and Standard Chartered all securing places in the UK top ten.

Joanna Seddon, chief executive officer of Millward Brown Optimor said: 'In the past, many companies were quick to cut their marketing spend during a down economy. A new trend has emerged in the wake of the recession as more companies realized the importance of maintaining and even increasing budgets to support brand loyalty and engagement.'

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