‘Searching’ for the Top Global Brand

An annual study of the most valuable global brands finds tech companies leading the way. Not surprising, I guess, as consumer loyalty is at the heart of brand value — and consumers are dedicated to their technical tools and toys.

The top four in the "BrandZ Top 100 report" from research firm Millward Brown Optimor: Google, IBM, Apple and Microsoft. Apple and IBM enjoyed the biggest increase (among the top 10) in value over 2009 at 32% and 30%, respectively. The rest of the top 10: Coca-Cola, McDonald’s, Marlboro, China Mobile, General Electric and Vodafone.

Other tech brands that exprienced strong growth included Verizon (No. 20), SAP (No. 21), AT&T (No. 22), Samsung (at No. 58 with 80% brand growth) and Sony (No. 94).

A common trend among many companies was the utilization of social media to build brand awareness. It didn’t make the top 100, but one of those social media tools — Facebook — did show a brand dollar value of $5.5 billion.

Google was number one for the fourth straight year. The research firm interviewed more than one million consumers worldwide in addition to analyzing each company’s financial and business performance.

10 E-mails to Delete

Not all e-mail scams start with the easy to detect con: “I’m a rich Nigerian prince who needs your help moving millions of dollars. And guess what – I’ll give you a hefty sum of money if you just help me out and provide your bank account number.”

Cnet’s Tech Republic (a site for IT pros) recently blogged the top 10 e-mail scams to watch out for. And some of them look remarkably similar to legitimate messages.

Here are a few to be wary of:

  1. Fake Facebook “friend” messages mimic the real deal. Pay attention to the text in the “to” and “from” fields – if it doesn’t look right, don’t click on the links. Also, make sure the URL is facebook.com (or whatever social networking site the message claims to be from) before clicking. 
  2. Virtual holiday cards are a nice way to send friends or clients an inexpensive greeting (the Chamber started creating its own two years ago). Scammers quickly picked up on the growing popularity of these though. Bogus holiday cards likely won’t tell you the name of the sender; instead it will say something like “A friend sent you a card.” Tech Republic recommends doing a web search of the card service before clicking on the greeting.
  3. If you’re not expecting a package, be leery of e-mails from what appears to be a delivery service. Scammers are sending messages from what appear to be FedEx, UPS and others that say a package could not be delivered because of a problem with the shipping address. The e-mail asks you to fill out an attached form so the parcel can be delivered. Instead of a package, you’ll end up with a computer virus from clicking on the attachment. 

Others on the list: fake admin messages; fear-mongering messages; account cancellation scams; threats from the government; "you’re a winner!"; census survey says…; and in Microsoft (or Apple or Dell or HP) we trust. Read the full list and details on how to avoid these scams on the Tech Republic web site.