Brandchannel's 2003 Readers' Choice Award goes to Google, which narrowly beat out Apple for the second year in the row as the brand that had the most impact on our readers in 2003.

Expanding operations and influence, the privately held company enjoyed an estimated US$ 900 million from sales last year and intends to IPO in 2004. But as Google seeks to make a profit from affiliations and AdSense sales, there are a number of threats that must be keeping the pointy heads awake at night.

At some point this year, present partner Yahoo intends to finish overhauling its Inktomi technology and go solo as a competitor against Google. It’s impossible to guess the impact at this point, but estimates are that Google currently powers 80 percent of all Internet searches; the loss of Yahoo will lower that figure to around 55 percent.

Pranks such as Google bombing (where users can manipulate results through organized efforts) and general criticism of being “gamed” or “Google washed” threaten the perceived legitimacy of Google’s service. It may start as a few cranky pundits but egg tossing is a sign that the brand is moving from something unique and treasured to something mainstream and open to closer scrutiny.

The next two years will be interesting for the search engine. Up till this point Google’s strengths have been to offer the user a clean friendly but credible path to accessing the tremendous wealth of the Internet. As it goes public, the brand managers should concentrate on protecting these qualities. If it can maintain its reputation as an expert search engine, it will join the ranks of exceptional brands like Apple, where consumer loyalty ranges on fanatical.

Speaking of Apple, the American technology brand received second place on the global ranking. Loyal readers will remember that Apple was the number one Readers' Choice in 2001. In 2002, it fell to second position behind Google, but its continued presence at the top of the list is the result of consistent attention to wowing the world on an ongoing basis.

Apple products and services span many different facets of our lifestyles from work to play and include the iPod mini, iTunes, Xserve, iChat AV, iSight, and iCal. The brand makes beautiful, compelling product but then somehow loses its foothold against sub-par product from brands like Microsoft.

Third place finisher automaker MINI is a surprise new entrant into the top five, revving up from last year’s eleventh place finish and knocking third place holder Coca-Cola into fourth. The nostalgia factor coupled with modern day capability and comfort helps MINI in traditional markets such as Europe; in new markets like North America, the little car delights consumers with an alternative to the trend toward parking lot size vehicles currently crowding the roads.

Equally impressive, Samsung shot into the top five from a twelfth place finish in 2002 and 49th in 2001 to finish fifth, behind Coca-Cola, in 2003. This is vindication for a brand that has poured a lot of resources into improving the quality, scope and distribution of its product on the world stage. It beat out Sony (ninth) in the global rankings but came in second behind the Japanese consumer electronic giant in the Asia-Pacific regional ranking.

Brandchannel's 2003 Readers' Choice Award regional results were equally revealing of the efforts of highly visible brands in 2003. Click here to view a complete chart of the winners.

Latin America: Building the Brand

Cemex, the third largest cement company in the world, placed first among our readers in the Latin America section. Adept at using technology to manufacture and distribute a commodity, Cemex has been careful to manage its brand on all fronts and across acquisitions. Operating in over 30 countries with clients in twice as many countries, the Mexican brand’s influence has spread through acquisitions, but its foundation may be rather shaky. As one of Mexico’s largest corporate debtors, Cemex is US$ 5.7 billion in debt.

In second place with less than half Cemex’s score is Mexican beer brand Corona from Grupo Modelo, followed closely by the Cuban liquor brand Bacardi (headquartered in Bermuda). Mexican bakery giant Bimbo did not rise or fall but rather remained in fourth place from last year’s ranking. The national federation of coffee growers Café de Colombia chased down the baked goods brand at number five, while Mexican airline AeroMéxico and Brazilian bank Itaú both broke into the top ten from last year’s 13th and 15th placements.

Details: What, Who, When, How

Brandchannel's annual Readers’ Choice Award survey is a chance to recognize the brands that have the most impact on our lives each year.

A total of 4,010 people from 85 countries voted in our 2003 Readers’ Choice Award survey, which was conducted online from November through December 2003.

There is no questionnaire involved in this study. Readers are simply asked to choose up to five brands per region that had the most impact on them in 2003; impact can be positive or negative. A shortlist of brands for each region is provided but readers are given the choice to write in a vote if they do not see their brand on the list.

The shortlist of brands is compiled a week before the survey based on brands that were highly visible that year. Write in votes carry the equal weight of a selected brand from the list unless the brand is already listed in the shortlist, in which case we accept up to 10 write ins for one brand.

Voters are allowed to vote for up to five brands per region and complete the demographics section once. No section of the survey was mandatory, which explains the varying response rates by region. Respondents per region equal: 4,010 for global, 1,942 for US & Canada, 1,804 for Europe & Africa, 1,267 for Asia-Pacific, and 1,100 for Latin America.

After submitting their brand choices, voters receive a “cookie,” which signals that they have already voted in that region and cannot vote again.

Voting was open to anyone with an Internet connection. Rankings are compiled purely on the basis of readers’ choices. We do not influence the results through weighting, sampling or even cheating.

Our readers are interested in brands and branding. They are online and therefore presumably familiar with technology. And of course, they are above average in intelligence and curiosity.

Nearly half as many women voted as men, with the strongest group of voters falling in the age range of 20 to 45 years old.

Previous year results are equally fascinating. Access 2002 and 2001 or view the charts of this year and previous years' surveys.

Brandchannel will be conducting a similar survey for 2004. For those wishing to participate in the initial drafting of a shortlist in the autumn of 2004, please email us with a brief description of your expertise and regional background, and you will be contacted in September/October of 2004.    

[2-Feb-2004]