Google hogged technology headlines and spread its ubiquity (which is a nice way of saying "world dominance") throughout 2006. The dust barely cleared on its US$ 900 million deal with News Corporation to provide service to sites such as MySpace when it purchased video site and workplace time-waster (as well as third-place finisher) YouTube for $1.65 billion. But perhaps its most noteworthy brand achievement last year was the addition of the verb "to google" in two major English-language dictionaries. (More valuable to shareholders was the stock price cracking the $500 barrier.)

Apple barely edges YouTube for the runner-up slot. The company launched its first computers powered by Intel processors (as it phased out those by Motorola), the iTunes Music Store sold its 1 billionth song, and so far, people haven't been chucking their iPods for the Microsoft Zune. Apple CEO/deity Steve Jobs has (so far) survived an investigation concerning backdated options; similar scandals have felled several other CEOs. In 2007 Jobs plans to walk on water, which he will then turn into wine.

Following Apple are two Readers' Choice newcomers: the aforementioned YouTube, and the spreading-like-Google Wikipedia. The backbone of both brands is user-created content: one allows you to watch (or upload your own version of) a "Mentos eruption" that occurs when you slip the chewy candies into a bottle of diet cola, while the other details why this junk-food fireworks takes place.

YouTube launched in 2005, and this year, with 20 million monthly visitors, exploded like Mentos in Diet Coke and was named Time's "Invention of the Year." And did we mention that Google bought it for $1.65 billion in stock?

Since its creation comparatively eons ago (2001), Wikipedia grew slowly and steadily (pages in well over 100 languages, with more than 1.5 million articles on the English version alone) as it became the premier—if not always accurate—online research tool.

In a virtual tie for fifth place are perennial favorites Starbucks and Nokia, proving caffeine and cellphones haven't gone out of style. In 2006, the java giant added more franchises in China and also branched into the entertainment business as one of the producers of the film Akeelah and the Bee. Nokia and Siemens AG created one of the world's largest network firms, called Nokia Siemens Networks, by merging their mobile and fixed-line phone network equipment businesses.

The top four Latin American brands maintain their positions for the second consecutive year. As we noted last year, Corona and Bacardi likely benefited more from brand awareness among our readers from outside the region than actual impact. (We could also conclude from the vote tally that our readers are more likely to imbibe beer than rum.)

If you own a cellphone in South America, it's likely that your service provider is third-place movistar. Though the brand's owner, Telefónica, is based in Spain, movistar has a huge (and growing) presence in other Spanish-speaking countries. (In non-Hispanic countries like Germany and the Czech Republic, Telefónica operates under the O2 brand.) In Peru, for instance, the brand expanded its client base 48 percent in 2006. With flip-flops becoming more acceptable as work attire (to the consternation and/or revulsion of some traditionalists), Brazilian sandal brand Havaianas steps into fourth place. Food conglomerate Bimbo, the owner of brands including Wonder Bread, came in fifth.

Asia-Pacific: A Tale of Two Sonys

For perennial Asia-Pacific winner Sony, it was the best of times, it was the worst of times. Gamers drooled at the release of the long-awaited PlayStation 3 game console, and Sony's digital camera, mobile phone, and film divisions (Talladega Nights: The Ballad of Ricky Bobby drove in $162 million worldwide) were successful. But laptop users were inconvenienced (or, in some cases, risked burns) by malfunctioning Sony-made batteries. Companies including Apple, Toshiba, Dell, and Lenovo recalled millions of these power cells, resulting in a second-quarter net-income loss of 94 percent.

Toyota keeps on rolling as a dependable, safe, well-liked auto brand. Notable 2006 releases from the company, which also owns the Lexus and Scion brands, were the Belta (known in North America as the Yaris), a compact economy model that boasts gas mileage up to 40 miles per gallon, and the retro sporty/outdoorsy FJ Cruiser. With the rise in gasoline prices, demand for the hybrid Prius reached new heights. And as if the slumping Big Three US automakers didn't have enough to worry about, CNN reported that Toyota is on target to become the world's largest automaker in 2007.

Multinational bank HBSC cashes in at third place, its highest ranking ever. By mid-2006 the money monolith overtook Citigroup as the world's biggest bank by assets. (That's $1.74 trillion, most of which is not invested in low-return certificates of deposit, we're sure.) It expanded deeper into Latin America with the purchase of Argentina-based Banca Nazionale del Lavoro and Panama-based Grupo Banistmo, the largest financial-services company in Central America.

Closing out the top five are perennial favorites Samsung of South Korea and Honda of Japan. In 2006 Samsung was a leading brand in the competitive flat-panel TV market and also introduced the K5, yet another answer to the iPod. (Steve Jobs still sleeps well at night.) Honda not only maintained its market share as a manufacturer of cars and motorcycles (among other things), it continued to promote its humanlike robot, ASIMO, which took another leap forward—some would say "downward"—when it unintentionally displayed human klutziness by falling down a flight of stairs.

Generating the Results: How'd We Do That?

Unlike other brand rankings that crunch financial numbers, the Readers' Choice poll measures brand impact according to brandchannel readers. "Impact" can be good or bad. For instance, Sony could have impacted you positively with its PlayStation 3, negatively with a malfunctioning laptop battery, or both.

The study runs online and is open to the public during November and December. Votes can be cast for up to five brands per region; respondents can only vote once per region but no section is mandatory.

More than 3,600 people from 99 countries voted in the 2006 poll. The greatest number of voters fell in the age range of 26 to 35 year olds, with an almost equal number of men and women. Voters claiming employment with actual brands as opposed to agencies was greater by half.

Respondents per region equal: 3,625 for Global; 1,595 for US & Canada; 1,420 for Asia-Pacific; 1,358 for Europe & Africa; and 581 for Latin America.

Track the results of your favorite brand through the years by viewing past results.

A special thanks to all those who voted!

Now that the 2006 results are in, what do you think will happen in 2007? Join the debate now!    

[29-Jan-2007]