FedEx's brand recognized

FedEx’s value as a brand in 2007 was strong enough to rank it No. 69 among the top 100 Most Powerful Brands worldwide.

The list was compiled by research agency Millward Brown Optimor and is being published in today’s edition of the Financial Times.

Brand value is a function of consumer perceptions, which were determined through more than 1 million interviews, and a combination of business performance, product delivery, the clarity of product or service positioning and leadership, Millward Brown Optimor stated in a release.

Based in Memphis, package shipper FedEx Corp. had a brand value of USD 9.31 billion for 2007, an increase of 13 percent over 2006.

Topping the list was Google, with a brand value of USD 66.4 billion, a 77 percent increase from last year. Rounding out the top five were General Electric with a brand value of USD 61.8 billion; Microsoft, with USD 54.9 billion; Coca-Cola, with USD 54.9 billion; and China Mobile with USD 41.1 billion.

“Success stories from this year’s BRANDZ Top 100 demonstrate that winning brands leverage major market trends effectively to create business value,” Joanna Seddon, global CEO of Millward Brown Optimor, stated in a release. “Strong brands are capable of extending into areas of opportunity to access new revenue streams and to help businesses respond to market changes.”