Interbrand survey finds Google most improved brand

Interbrand and Businessweek's annual survey of global brands shows that, this year, the search giant Google has been deemed the world’s most improved brand.

by Helen Leggatt

Last year, Google’s brand value stook at just under $12.4 billion. Over the past year, this has risen to $17.8 billion. That rise of 44 percent makes Google the most improved brand of them all followed by Zara, a clothing brand (22 percent) and Apple (21 percent).

"Brands have to be constantly managed," said Bev Tudhope, CEO of Interbrand’s Toronto office. "They have to be constantly evolving and moving with the changing needs and wants of their targets. If you fail to do that then you're going to lose relevance and you're going to lose share and you're going to lose loyalty."

A few other Internet-related brands made it into the annual Top 100 listing. Moving up one place from last year, eBay sits in 48th place valued at around $7.4 billion. "As its core auction business has slowed, eBay has used savvy advertising like the “It” campaign to keep its brand current," comments the report.

Yahoo remains in 55th place valued at $6 billion and Amazon moved up 3 places to 62 valued at $5.4 billion.