Google Back on Top as the World’s Most Influential Brand; Skype Places Third

One of Google’s most valuable assets that Google has is its name and brand. The 2005 Fifth Annual (2005) Readers’ Choice Awards have just been released and Google has reclaimed its top position as the world’s most influential brand beating out Apple (now in second place). Also, showing the growing importance and awareness of VoIP, Skype made the Top 5 list for the first time and placed third.

A year ago we blogged about Apple overtook Google for the top spot on the list. Google had been selected the most influential brand in 2003.

The complete report from is posted here with Reuters offering highlights and background here.

From Reuters:

“…this year, the 2,528 branding professionals and students who voted came up with more conventional and–perhaps unsurprisingly for an online poll–tech-heavy answers when asked “Which brand had the most impact on our lives in 2005?…Skype, which offers free calls using Voice over Internet Protocol, crashes in at third place in the global list, while omnipresent coffee chain Starbucks and Swedish furniture chain Ikea take fourth and fifth place respectively. The poll does not take account of economic brand value, the dark science of assigning a financial value to brands, which regularly puts Coca-Cola’s Coke in first place.”

Here are a few highlights from the results. Analysis and methodology from here.

Top Brand (Global)

  1. Google
  2. Apple
  3. Skype (First Time on the List)
  4. Starbucks
  5. Ikea

Also on the Top 10 Brands list (Global) are:
Yahoo (7th) and Firefox (8th)

The report also offers lists with the The Top 5 Brands in different parts of the world. Google places second in North America while Apple is on top of this list.

On the Europe and Africa list, Nokia is first while Skype is listed third. The breakdown of Asian firms has Sony in the top spot while Toyota and Samsung follow. Corona, Bacardi, movistar are the Top 3 in Central and Latin America.

We’ve posted about other brand studies on the blog. They include: Google and Yahoo Both Make Top 10 of 2005 ImagePower® Newsmaker Brands Survey and The Top 100 Global Brands: Where Do Google and Yahoo Place? This list that was released in October 2005 (it looks at several factors including company value) from BusinessWeek has Google in 38th place and Yahoo in 58th position.

Other companies on the BusinessWeek Top 100 list include:
+ Microsoft in 2nd position
+ Apple in 41st position
+ in 68th position

The Top 5 Companies on the latest BusinessWeek list are:

1. Coca-Cola

2. Microsoft

3. IBM

4. GE

5. Intel

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