Google has reclaimed its title as the world’s most influential brand from Apple in a global survey. For the first time, the VoIP software company Skype has secured the third position.
The annual surveys conducted by brandchannel.com, a magazine specializing in branding and online labels, often produce results that spark controversy. For instance, in 2004, the Arab television channel Al Jazeera was voted the fifth most influential brand in the world (it has since dropped to 25th place this year).
However, it seems that this year’s survey, which involved 2,528 experts and students specializing in branding, yielded a “more normal” and less contradictory outcome.
When asked the question: “Which brand has the most impact on our lives in 2005?“, the vast majority did not hesitate to choose Google. Over the past year, this search engine has rapidly expanded its influence, entering new markets such as the price comparison service Froogle.
In 2003, Google proudly held the “throne”, but in 2004, with the rise of the iPod, it lost this title to Apple. It seems that everything returned to its previous trajectory in 2005, with Google taking the top spot and Apple reluctantly settling for the runner-up position.
Making its debut in the rankings, Skype, the provider of free Internet calling software, surprised many by surpassing numerous competitors to secure the third position. Close behind Skype were the coffee chain Starbucks and the Swedish furniture brand Ikea.
It’s important to note that this survey did not take into account the economic value of the brands, where Coca-Cola usually maintains a dominant position. Furthermore, the survey did not clearly distinguish whether the impact of these brands was positive or negative.
Thiên Ý
