The BlackBerry was the top riser by brand value in Millward Brown's third annual BrandZ Top 100 Most Powerful Brands ranking released yesterday.

The mobile phone brand from Research In Motion also managed to snag the 51st position on that list for calendar 2007 -- a feat given that the BlackBerry wasn't even in the top 100 list last year. The brand grew 390 percent in value from the previous year and more than three times faster than No. 2 top riser Apple, which was up 123 percent in Millward Brown's study.

"BlackBerry has simply extended the franchise from the business side to consumer," said Nigel Hollis, chief global analyst at Millward Brown, New York. "You see so many people using it. And they continue to innovate."

The BrandZ Top 100 ranking identifies the world's most powerful brands as measured by their dollar value. WPP Group plc-owned Millward Brown's Millward Brown Optimor practice produces the list.

Search giant Google retained its top spot in 2007, with a brand value of $86.1 billion. In second place was GE, with $71.4 billion in brand value, followed by Microsoft's $70.8 billion, Coca-Cola's $58.2 billion and China Mobile's $57.2 billion.

Eight of the top 10 brands are based in the United States.

China Mobile's high ranking on the list -- the wireless carrier grew 39 percent from 2006 -- is indicative of the role mobile plays in the world's most populous country.

China is also the world's largest mobile phone market, with 500 million subscribers out of a population of 1.3 billion.

"China Mobile has way more customers than there are people in the United States," Mr. Hollis said. "Then add to that the people who have a positive view of the brand.

"The intriguing view is will China Mobile increase its brand appeal to other markets?" he said.
Apple, maker of the iPhone and the Mac, was No. 7 on the BrandZ ranking. It had a $55.2 billion brand value.

Two notches down is Nokia, with a $44 billion brand value. The handset maker posted a 39 percent growth.

"The one thing that's so true of the handset side of the business is the need for continuing innovation," Mr. Hollis said. "Continuing innovation is the lifeblood of the brand."

Three key trends emerged from this year's BrandZ ranking.

First, the technology sector, including mobile service providers, accounted for 28 of the top 100 brands and outperformed all categories in this year's rankings with a brand value growth of $187.5 billion. This was more than half of the top 100 brands' total increase, the researcher said.

Next, brands in emerging Asian markets outperformed those based in established Asia. Chinese brands, in particular, got stronger.

Finally, there is the continued rise off what Goldman, Sachs & Co. calls the BRIC countries -- Brazil, Russia, India and China.

Domestic brands from these emerging markets are gaining popularity. Russian wireless carrier MTS made it to the list for the first time at No. 89. It is the first Russian brand to make it to the top 100 with a brand value of $8.1 billion.

When looking at year-on-year growth of brand value by category, mobile service providers, technology, personal care, fast food and luxury products ranked highest in the Millward Brown list.

"One of the intriguing things we've seen in the overall evaluations is how technology and mobile are helping to drive brand value of the top 100 brands," Mr. Hollis said.

Please click here for the BrandZ Top 100 Most Powerful Brands ranking report.