Imagine that. Today’s news from research firm Millward Brown’s Brandz study showed that the company with the best brand on earth, the one with the most recognition worldwide, was Google.
Yes, Google. The company that does the least amount of advertising of any on the lis
t. In fact, the article in Advertising Age even states that “Despite doing no visible consumer advertising, the search giant repeats as this year’s most powerful brand…” Truly, this is a company that understands the power of public relations and its role in brand management and development.
Now, before I ruffle the feathers of friends or others in the ad industry, I should note that Google is the only “brand” listed in the top 10 that does not advertise. However, each of the top 10 receives so much coverage that it’s hard to imagine a true need for advertising, except to support its ongoing PR efforts.
Don’t believe me? Try ‘Googling’ any of these companies, listed in order of global brand ranking–or click on them to see the current search, er, I mean, Google News results:
One reason for Google’s success as the world’s greatest brand, it owns a word. When you think “Search” or more specifically, “Online Search” you think Google. They have owned these terms almost from day one. The same could be said for almost all of the companies listed in the top 10. They own a word or term (the only one I can’t give a word to is China Mobile, but that is more because I’m not as familiar with as say, the rest of the world).
The top brands also have the customer- or user-base to support it’s spot on the top 10, although as Travis Hudson, a blogger for PC World put it, “When I think of Coca-Cola, Apple, IBM, Nokia and even Microsoft I can specifically recall how that brand has affected or had an important role in my life. Google on the other hand, doesn’t have the same feeling. Sure, I use Google’s services daily, but I don’t feel that kind of brand connection as I do with the other top brands… Congratulations on your top spot, Google, but you’ve more work to do before becoming a top brand in my heart and life.”
Perhaps a little bit of advertising to give Google full control over the message would warm Travis’ heart. But for now, Google can enjoy its top spot on the best brands in the world. And in honor of its ability to be the best despite advertising, I’m awarding Google a “Happy Betty Award” for successfully utilizing PR in its branding strategy.
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