Google named most powerful global brand

Search giant has overtaken Microsoft to claim the top spot, beating other household names such as Coca-Cola

Google has knocked Microsoft off the top spot and been named the most powerful global brand of 2007.

It is the second year in a row a tech brand has beaten household names such as Coca-Cola, Marlboro and Toyota.

Google ranked first, with a brand value of more than $66bn, nearly double its value in the 2006 ranking from Millward Brown Optimor.

Microsoft came in third this year, with a brand value of $55bn. Fellow tech companies in the top 10 are China Mobile in fifth place and IBM in ninth.

Other technology companies featuring in the top 100 list include Nokia (12th), HP (15th) and Apple (16th).

Peter Walshe, global brands director at Millward Brown, said: "Google is an absolutely phenomenal brand in the sense that it is very clear what it stands for and it has perceived leadership and innovation."

Out of the complete top-100 listings, finance is the most dominant vertical, with one in four coming from that sector. Technology is the second most prolific, with one in five brands, and retail is the third most popular sector.

Walshe said one of the key drivers to improve a company's brand is innovation, and that's where technology brands tend to score very well. "People are rating technology brands as exciting, as brands they like and as brands they admire," he added.

The aim of the ranking is to calculate the value a brand is expected to generate for its owner in the future.

Google beat Microsoft to be named the UK's most popular brand in 2006 and the best global company to work for in 2007.