Google was the best-known brand in Great Britain in 2006, although it only spent EUR 2 million on advertising, a survey carried out by consultancy company Millward Brown indicates.
2006 was the first year when Google was included in the Millward Brown classification since 1998. The world’s most popular search engine has risen to the first place in the Great Britain top of brands; the position Google occupied comes counter to the connection Millward Brown usually set between the brands’ advertising expenses and the position in the top. Most of the EUR 2 million Google allocated to advertising last year went to online advertising, according to Nielsen Media Research data.
The second place in the top went to Microsoft, with EUR 59.6 million advertising budget; the next places went to McDonald’s (EUR 48.6 million), Nokia (EUR 26 million, the former first place in 2005) and Tesco. The remaining positions in the top ten went to Coca-Cola, Colgate, Nescafï¿½, Ford and Vodafone.
Millward Brown considers the brands with a potential for growth one should keep an eye on are Marks & Spencer and the Apple iPod, alongside Google, 3, Asda, Red Bull, O2, MySpace, Virgin Mobile and Starbucks. Despite the negative publicity brands such as McDonald’s and Coca-Cola were affected by in 2006, as a result of debates over obesity among children, both companies managed nevertheless to rank high in the top.