Google and Apple Top 2006 Brand Ranking; Wikipedia in Top 5

Search giant Google has again topped the global brand ranking in 2006, followed by Apple in 2nd place, with YouTube and Wikipedia debuting in the top five, according to the annual survey by online branding magazine brandchannel.com. 

The rankings are based on a survey of 3,625 branding professionals and students who voted on: "Which brand had the most impact on our lives in 2006?".

YouTube, which was bought by Google in October last year, stormed into third place, followed by online encyclopedia Wikipedia at No.4 and Starbucks took the 5th place in 2006. 

"The dramatic debut of these newcomers — YouTube in third and Wikipedia in fourth — is an indication of a larger trend — the growing impact of online brands built on user-generated contents," editor Anthony Zumpano said. 

Other Highlights:

  • MySpace debuted at 15th place in the North America rankings, and Al Jazeera which advanced to 19th place globally from 25th in 2005 and 5th in 2004. 

  • In North America, Apple came first, followed by YouTube, Google, Starbucks and Wikipedia.

  • Ikea leads the top five in the European list, followed by Skype, Nokia,  fast-fashion brand Zara, and Adidas.

  • In Asia-Pacific, the top five brands are: Sony, Toyota, HSBC, Samsung and Honda. 

  • In Latin America's top five are: Corona, Bacardi, Movistar, sandal maker Havaianas, and Bimbo, the world's number three bread maker. 

The poll does not take account of economic brand value or whether the brand's impact is positive or negative.

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