Google Named Top Global Brand Again

Share this content:
Google was named the brand of the year by readers of in a survey released yesterday, marking its second straight year in the top spot for company brands., a news site run by branding consultancy Interbrand, received more than 4,000 votes in November and December 2003. Worldwide, Google ranked as the No. 1 brand, ahead of Apple, British automaker MINI, Coca-Cola and Samsung. Google got 16 percent of the vote to Apple's 15 percent. In the United States and Canada, Google ranked No. 3, trailing Apple and Target.

The survey asked readers to rank the brands that have the most effect, either positive or negative, in their lives during the year. Google led in 2002 as well.

Robin Rusch, editor of, said Google has maintained a positive brand image by providing a simple, friendly route to finding information. Now, on the cusp of an anticipated stock offering that could net the company up to $20 billion, the company will need to maintain that image amid shareholder pressure, she said.

"Right now, it's helpful and uncluttered," she said, "but if there's any taint at all that people are buying their way to the top, I think it will risk their credibility."

Despite a small advertising budget that features no TV commercials, Google has gained admirers worldwide. Its name has become popularly used as a verb, it has popped up in a recent episode of "Sex and the City" and political activists have used "Google bombs" as a form of protest, using the search engine's algorithm to link a search for "miserable failure" to President Bush's biography. The University of Washington even holds a graduate-level class on Google, covering its technology, business and cultural implications.

Google has taken steps to protect its brand, recently firing off a cease-and-desist letter to the operator of, a search engine for pornographic Web sites. It also has fought the use of its name as a generic term for Web searching. Under trademark law, a company can lose its rights to its name if it does not defend it from becoming a generic term.

Sign up to our newsletters

Company of the Week

USAData helps businesses find new customers and grow their current customers through a combination of data and digital marketing services, and easy-to-use SaaS technology products. We enrich customer data so businesses can more effectively target and communicate with customers, and connect them with their best look-alike prospects through digital and traditional channels. We make it easy through simple, self-serve applications and APIs, as well as through full-service programs managed by our Data and Digital experts. 

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above