Report: Microsoft moves ahead of GE in brand equity

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Stamford, Conn.--Microsoft Corp. passed General Electric Co. to seize the top spot in the third quarter in terms of the value of its brand equity, according to “Directory of Brand Equity,” a report released by CoreBrand, a branding consultancy.

Microsoft’s brand equity stood at $49.5 billion in the third quarter while General Electric’s was $43.6 billion, according to the report.

In the first quarter, GE’s brand equity totaled $61.2 billion, while Microsoft’s was $59.5 billion. In the bear market, many global companies have seen their brand equity fall as their share prices have dropped.

CoreBrand tabulates a corporation’s brand equity through a proprietary method that assesses a company’s brand strength combined with its financial performance to arrive at a percentage of market capitalization attributable solely to a company’s brand.

--Sean Callahan

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