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Latest edition of BRANDZ ranking has been released recently. Brandz is top 100 ranking of  “Most Powerful Brands” on Earth published by Millward Brown Optimor in cooperation with the Financial Times.

In this year’s edition Google has risen to the top, previously dedicated to Microsoft, with Coca-Cola in 4th position. According to Millward Brown, Google’s brand value is $66.4bn (almost doubling its last year’s value) while Coca-Cola’s brand value is $44bn.

In the other hand, according to Interbrand’s Best Global Brands ranking released last summer, Coca-Cola is the most valuable brand with an estimated value of $67bn while Google is ranked 24th with $12.3bn.

This criteria disparity is accentuated by the fact that only five brands are part of the top10 in both rankings (but, of course, neither in the same position nor the same value). The only brand that is valuated aproximately the same is Microsoft!!

BRANDZ ($bn):

1. Google: 66
2. GE: 61
3. Microsoft: 55
4. Coca-Cola: 44
5. China Mobile: 41
6. Marlboro: 39
7. Wal-Mart: 37
8. Citi: 34
9. IBM: 33.5
10. Toyota: 33.4

Interbrand ($bn):

1. Coca-Cola: 67
2. Microsoft: 57
3. IBM: 56
4. GE: 49
5. Intel: 32
6. Nokia: 30
7. Toyota: 28
8. Disney: 27.8
9. McDonald’s: 27.5
10. Mercedes: 22

Valuating brands seems to be a misterious science. What comes next? Only time will tell.