Any company that did not exist in the previous year would have its brand priced at $0. And at the moment of company's registration its' brand is already priced at more than $0, which makes the growth as big as %[infinitely big value].
Well, Facebook's brand value is, of course, does not fit to this extreme analogy, but the fact is that they have long way to go before they can compete with Google in terms of net profits from advertisement business (the difference is about six times now).
In 2010, Apple may have overtaken Google to become the world’s most valuable brand, but it turns out that Facebook saw the biggest growth in brand value. After a seeing a surge of 246 percent, the social network’s brand made its debut on the BrandZ Top100 ranking, which is compiled by Millward Brown.
The seven-year-old company managed to take 35th place, with a brand value of $19.1 billion. That’s rather impressive for Facebook’s first time on the list. There were only two newcomers that ranked higher: Deutsche Telekom at 19 with $29.7 billion and China Life Insurance at 33 with $19.5 billion.
Facebook saw the biggest jump for its brand of all other companies on the list, followed by Baidu in second place (141 percent growth) with a brand value of $22.6 billion. Wells Fargo took third after a 97 percent jump to $36.9 billion, Burberry was fourth with a growth of 86 percent to $3.4 billion, and Apple was fifth with an increase of 84 percent and the highest brand value of $153.3 billion.
When looking at just technology companies, Facebook took 10th place in brand value. The following nine companies were ahead of it: Apple, Google, IBM, Microsoft, HP, Oracle, SAP, BlackBerry, and Baidu.
Interestingly, the report, which mentions Facebook a total of 31 times, noted that brands are losing some control in the digital age. “Brands, historically, have managed the assets they have made in places that they own, but the future will belong to brands that manage assets that they don’t make, in places that they don’t own, like Facebook, Twitter, social media,” Scott Sorokin, Global Digital Leader of Mindshare, said in a statement.
“Perhaps the most important trend we’ve seen over the last few months is the rise of Facebook,” Stephen Yap, Group Director of TNS, said in a statement. “Transcending its roots as just a social network, a place where people send messages to and from their contact list, to become very much an aggregator of all kinds of communication and entertainment activities that people do on their computers and mobile devices. Whether it’s playing games, sharing photos, videos or chatting, Facebook is increasingly becoming the dominant platform for all kinds of technology activities for consumers across the world.”
