You will probably not be surprised to learn that Microsoft is considered the most powerful brand in the world. The title is conferred by brand consultancy Millward Brown. Every year, Millward Brown conducts a study to calculate the potential market value a brand is expected to generate for its owner in future years. For top brands, this calculation anticipates billions of dollars in future earnings. These results are not a popularity contest or a brand recognition exercise. Rather, these are the brands with economic clout. Most of these are American brands, although China Mobile claims the fourth slot, and Toyota Motors the number 10 position.
As we always tell our marketing students, Marketing Blurb wants to remind readers that brands must earn and re-earn their reputation everyday. Toast these monster gears of the international economy.
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