The brand of corporation Google is the most expensive world brand according to a survey conducted by US research agency Millward Brown. The company has been making the rating of 100 main trademarks since 2006 in a survey of more than two million people throughout the world and analysis of business indicators of thousands of companies.
Millward Brown survey results suggest that Google brand’s cost went up 40% to $159 billion for the past year that permitted the company to oust the last year’s leader Apple from the top. The cost of Apple trademark dropped by 20% to $148 billion from the previous year. IBM company was ranked third as in the previous year despite the decline of an indicator included in the survey by 4% to $107 billion. Microsoft retained the previous position at the fourth place. The cost of this brand grew 29% to $90 billion. McDonald’s closes the five most expensive trademarks list with $85 billion.
Russia’s public savings bank Sberbank and telecommunications operator MTS ranked 75th and 80th, respectively, among companies of the country in the top 100 best trademark list. The Russian telecommunications operator with the cost of its brand going up 14% up to $12 billion was also ranked ninth in the list of most expensive trademarks among telecommunications companies. Sberbank’s brand cost did not change for the past year and reached $12 billion.
Gazprom, Lukoil and Rosneft were in the top ten most expensive oil and gas brands among Russian companies. The brand of Rosneft which was put on the list for the first time costs $5 billion. Gazprom brand became more expensive by 1% to $6 billion for the past year. The cost of Lukoil trademark reduced by 5% to $4 billion.
An aggregate cost of all brands on the top 100 list makes $2.9 trillion that is 12% higher than the indicator posted in the previous year.