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Google Still Tops Microsoft in Brand Ranking

RCP Editor in Chief and all-around legend Scott Bekker tipped us off to the latest brand ranking from Millward Brown Optimor, which annually ranks the world's strongest brands. We wrote about the Microsoft brand in RCP the magazine well back in the mists of time (almost three years ago!), in the era when Microsoft was sitting atop Millward Brown's list.

Well, Redmond has slipped a bit since then, and although the experts and Millward Brown think it's strong enough to rank No. 2 this year, one rival still tops it: Google. Ouch. (You can download PDFs of the survey results here.)

Now, the relative "strength" of a brand is a funny thing and, in our view, pretty ephemeral and subjective, but RCP readers say that the strength of the Microsoft brand actually helps them. Just check out the numbers Bekker delivered to RCPU. When asked in December 2008 what impact the Microsoft brand had on their businesses, readers responded thusly:

  • The brand is a huge help: 22 percent
  • The brand helps: 38 percent
  • No effect: 38 percent
  • The brand is a hindrance: More than 1 percent
  • The brand is a major hindrance: Less than 1 percent

Maybe there's something to this branding stuff, then. We fully expect to see RCPU on next year's list, if you're listening, Millward Brown Optimor.

Posted by Lee Pender on May 13, 2009 at 11:55 AM


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