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Daily Telegraph: The Best Global Brands For 2007: Shell ranked 93 out of 100

Sat 28 Jul 2007

The Best Global Brands For 2007: Shell ranked 93 out of 100

Related Daily Telegraph article: Google’s policy keeps brand ahead of Yahoo!

By Ben Bland, Online City Reporter
Last Updated: 9:26pm BST 27/07/2007

Search giant Google has developed the fastest growing brand in the world by expanding exponentially while appearing to stay true to values such as the belief that “you can make money without doing evil”.

That is a key finding from this year’s BusinessWeek/Interbrand study of the world’s 100 best brands.

While Google has surged ahead, with its brand value rising by 44pc to $17.8bn (£8.8bn) in the past year, rival search engine Yahoo! has struggled to maintain the authenticity of its pioneering origins, according to Interbrand.

Yahoo!’s brand value stayed flat at $6.07bn as it languished in 55th place in the rankings, compared to Google in 20th.

Graham Hales, executive director at Interbrand, said: “Both Google and Yahoo! started off in a similar position but Google has built a business that is growing all the time but still manages its brand in a very authentic fashion – it still feels like it’s run by a couple of skateboarders even though it’s much more sizable than it used to be.”

By contrast, Interbrand said of Yahoo! that: “Its pursuit of co-branded partnerships may have seemed attractive in purely financial terms, but this detracted from the company’s sense of self, causing the brand to fade.”

Coca-Cola claimed the top spot in the rankings for the seventh year in a row with its global presence compensating for the fact that it has failed to grow its reputation in the past year.

Like other soft drinks and fast food companies, Coke has struggled to maintain its brand equity in the face of a growing backlash against supposedly unhealthy consumption.

But McDonald’s, which has suffered from similar problems recent years, came back strongly in this year’s study. It’s brand value rose by 7pc to $29.4bn, helped by innovations such as an updated menu and the publication of nutritional information.

HSBC (23rd) was the only British company in the top 50 and only five other UK companies made it into the top 100, which was once again dominated by American corporations.

US motoring giant Ford was this year’s laggard, with its value dropping by 19pc to $8.98bn as its ongoing focus on the North American SUV market demonstrated that it is increasingly out of touch with consumer behaviour, according to Mr Hales.

This was in marked contrast to Toyota, which “made the brave decision to invest in the Prius after looked at the impact of environmentalism on consumers,” he added.

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