Microsoft wins battle of the brands

Microsoft has emerged as a clear leader in the global brand survey

Microsoft has the strongest brand in the world, according to a study by market research firm Millward Brown.

The Redmond giant was a clear leader in the survey, with a global brand valued at more than $62bn.

Technology companies dominated the top of the chart. GE was in second place with a brand value of $55bn, while Google came seventh with $37bn. 

Coca-Cola was the highest placed non-technology brand with a third place rating of $41bn. 

The report also found that Chinese brands are gaining global influence. China Mobile claimed the fourth spot with a brand rating of $39bn. 

"The rise of Chinese brands such as China Mobile, and rapidly emerging brands like Lenovo, reflects the size and growth of the Chinese market as well as the ability of these companies to run global operations," said a statement from Millward Brown. 

In comparison the UK lags behind. Vodafone was the highest British entry with a rating of $24bn at number 16. 

Millward Brown claimed that its new ranking system is unique in that it combines consumer research with public financial data and consumer expectations about a brand's growth.

The study also focuses on "market facing" brands as opposed to corporate brands.

"This is the first study that goes beyond financial data and 'expert opinion' to include in-market insights about a brand's strengths and momentum from potential customers," said Andy Farr, executive director at Millward Brown Optimor.

Joanna Seddon, global head of Millward Brown Optimor, added: "The best brands drive revenues and profits, reduce risk and cost of entry into new markets and attract talented staff to companies."

The Millward Brown top 10 global brands:

1. Microsoft
2. GE
3. Coca-Cola
4. China Mobile
5. Marlboro
6. Wal-Mart
7. Google
8. IBM
9. Citibank
10. Toyota