The value of the world’s top 100 brands has grown by 4% in the past year to exceed $2tn, according to the results of the 2010 BrandZ survey.

The results of the study, published exclusively in Marketing, also point to a 40% increase in the value of these brands over the past five years.

Google retained its position as the world’s biggest brand, with a 14% rise in its value, to more than $114bn. Vodafone remained the UK’s biggest brand, at a value of more than $44bn, despite a 17% fall year on year. Toyota’s brand valuation also reflected its recent fall from grace after it tumbled to $21.7bn, from $29.9bn in 2009.

Samsung and Chinese search engine Baidu were the fastest- and second-fastest-growing brands respectively. Facebook also made its debut in the BrandZ rankings as the 20th-biggest technology brand, with a valuation of $5.5bn.

The research revealed a surprising resurgence by financial brands. The brand value of investment bank Goldman Sachs, for example, rose by a quarter year on year, to $9.3bn.

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