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Google Internet - company brand, which costs about 66,43 billion dollars, is at the head of BrandZ Top-100 rating of the most expensive world’s brands, made by Millward Brown Optimor research company for Financial Times newspaper.
Cost of a brand has increased by 77 % during the year. In 2006 Google took the 7th place in a rating.
The second place in the list took American General Electric brand in cost of 61,88 billion dollars. On the third place - Microsoft (56,9 billion dollars). Coca-Cola has taken the fourth place, cost of this brand Millward Brown Optimor experts have estimated in 44,1 billion dollars.
The sixth place in the list is Marlboro (39 billion). On the seventh place is the brand of Citigroup - Citi financial group - 33,7 billion dollars.
The best of all brands growth rate has shown one of the largest British retailers Marks & Spencer: during the year cost of a brand has increased 192 percent and has made 9,5 billion dollars.
Cost of the Apple brand on a success wave of the company in sector of audio and video products has grown by 55 % - up to 24,7 billion dollars during the year, so Apple has taken the 16th place in the twenty of the most expensive brands of the world.
BrandZ Top-100 rating estimates brands not only on the basis of the current and future profit. It also takes into account the attitude of hundreds thousand of consumers, regularly surveyed by Millward Brown Optimor.