Google, Microsoft brands bigger than Apple’s? One study says yes

Today, we’re going to investigate the subject of brand strength – a topic that is as subjective as debating about the allure of various fashion models.

If you’ve ever contemplated about who possesses the most potent position in the world of brands, you might wager it’s Apple. Yet, a study by FutureBrand suggests that Google and Microsoft have more strength than Apple. Even Samsung is steadily advancing towards Apple in terms of brand vitality.

FutureBrand, an agency specializing in crafting and delivering future brand experiences, based their study on the PricewaterhouseCoopers list of Top 100 companies. They assimilated the findings, incorporated futuristic methodology, and concluded that Google tops the robust brands list, followed by Microsoft, with Apple trailing at fourth place, even surpassed by Walt Disney at the third spot.

The results probably stirred significant conversations in Cupertino, Apple’s headquarters. However, it’s essential to understand the methodology of the study. Far from being a simple brand awareness survey, FutureBrand states they delved extensively into the viewpoints of 3,030 ‘informed consumers’ across 17 nations. ‘Informed,’ by their definition, implies being acquainted with at least 7 or more of the world’s top 100 companies.

The technique deployed by FutureBrand to arrive at these conclusions incorporated adaptive conjoint analysis, which critically examines patterns, strengths, and vulnerabilities of various regions and industries. Factors contributing to the analysis include having a robust emotional connection, engaging experiences at all customer interaction points, and visions of the future. Tech companies dominated the Top 10, with Samsung and Intel trailing Apple, and IBM securing the number 10 spot.

FutureBrand’s study characterizes the ultimate future brand as one that synergizes a common perception of purpose with the experiences it offers. These brands, according to FutureBrand, must strike a balance between fast cars with zero emissions, profitability with health and ethics, along with shareholder value harmonized with a positive societal impact.

Nonetheless, arguments continue to arise when reflecting on the implications of these criteria. For example, has Google Glass effectively managed to synergize ethics, taste, and health? How much importance should be allotted to the results of other evaluations, such as Barron’s list of the world’s most respected companies, where Apple emerged as the leader this year?

These rankings, inherently subjective, add more layers of complexity to the conversation regarding brand strength.

Source: CNet

Updated in 2025 to align with recent developments.