BUSINESS: MARKETING and ADVERTISING

List: Top Ten Most Powerful Global Brands

Date: 2007

Source: Millward Brown Optimor

Base: All major brands in the world. The ranking factors in financial performance and consumer sentiment.

Notes: There were four tech companies in the top ten with Google ranking first with a brand value of more than $66 billion, nearly double its value in 2006. Microsoft came in third with a brand value of $55 billion, China Mobile in fifth and IBM, in ninth. "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," Peter Walshe, global brands director at Millward Brown Optimor. Out of the complete top 100 listings finance is the largest sector counting for almost 25% of entries and technology second with approximately 20% with retail coming in third. The aim of the ranking is to calculate the value a brand is expected to generate for its owner in the future.