The latest on digital design trends and consumer behavior from Avenue A | RazorfishThe World’s Most Recognized Brand Spent How Much on Advertising?
February 27th, 2008 by Mia NorthropTags: Digital Branding
Google was recently rated by Millward Brown’s Brandz report as the number one global brand, all the more suprising because Google does not advertise. Google’s most immediate peers in the report include Coca Cola, Microsoft and GE, companies whose advertising budgets are well established and well exercised around whe world.
Corroborating themes from the Digital Outlook Report, Harvard Business‘ s Umair Haque illustrates how many companies are reconsidering orthodox advertising (e.g. Nike, Proctor & Gamble) and recognizes “the massive defection to hundreds of thousands of social networks and microcommunities, where connected consumers endlessly discuss, debate, and validate brands and their promises.”
4 Responses to “The World’s Most Recognized Brand Spent How Much on Advertising?”
I’m sorry, but I would constitute “ads provided by Google” and personalised Google-searches as advertising, as well as that little icon to Google-bookmarks under your post. In my opinion, they do advertise. They just found a profit-generating way to do it.
How could Google even come close to Coca-Cola as “most recognized”? I assume that this survey (if there was one, or any sort of semi-scientific approach) was conducted amongst those in the first world, or probably even just the USA, and then amongst affluent consumers.
Latin America, Africa, China, Russia, India, etc. all know Coca-Cola very very well, but tens of millions of people have never even touched a computer, let alone surfed Google.
I believe the comment of this post is misleading. Millward Brown’s Brandz\’s report ranks brand according to their value, not their recognition.
With all that said, Google\’s brand presence must be astonishing to the old timers, considering the billions spent on traditional marketing. The internet really has turned the business world completely upside down.
Good site more power.
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