NEW YORK: Brandchannel.com, a promotional online publication from global branding consultancy Interbrand, this week published its 2006 list of the top ten global brands. The selection is notable for the irresistible march of the cyberbrands, relegating such former impregnables as Coca-Cola and Toyota to the foot of the table.
Indeed, four of the top ten have no physical presence whatever in conventional retail outlets.
Brandchannel, which thankfully eschews those convoluted calculations that attempt to hang a dollar value around the neck of a brand, instead asked 3,625 marketing professionals which brand they believed had the most impact on people's lives in 2006.
Their answers were . . .
- Google (31%)
- Apple (24.5%)
- YouTube (24.3%)
- Wikipedia (15.5%)
- Starbucks (10.5%)
- Nokia (10.4%)
- Skype (9.5%)
- IKEA (8.5%)
- Coca-Cola (7.5%)
- Toyota (7%)
Comments Brandchannel editor Anthony Zumpano
: "The dramatic debut of these newcomers is an indication of a larger trend - the growing impact of online brands built on user-generated contents.
launched in 2005, and this year, with 20 million monthly visitors, was named Time
magazine's Invention of the Year. Since its creation, comparatively eons ago in 2001, Wikipedia
grew steadily as it became the premier - if not always accurate - online research tool."
Data sourced from Brandchanel.com; additional content by WARC staff