China Mobile worth more than Google?

Yes, according to London-based market research firm Millward Brown, which recently released their list of the worlds most powerful brands -- excuse us -- "BRANDZ." (To view the press release, go here and then find the headline dated April 3 -- the way their site is designed doesn't allow for direct links.) Here is Millward Brown's spin on why their ranking system is different, thus giving them the right to misspell the word "brands" and trademark it:

The new brand ranking is unique because it is the first to combine consumer research with public financial data to measure the contributions brands make to the bottom line. Additionally, it is the only ranking to quantify consumer sentiment about a brand’s momentum and future prospects, and the first to focus on “market facing” brands as opposed to corporate brands.

Here are their rankings:

BRANDZ™ Top 10 (value in $million):
1. Microsoft - 62,039
2. GE - 55,834
3. Coca-Cola - 41,406
4. China Mobile - 39,168
5. Marlboro - 38,510
6. Wal-Mart - 37,567
7. Google - 37,445
8. IBM - 36,084
9. Citibank - 31,028
10. Toyota - 30,201

And here is a China-related blurb:

Chinese brands are gaining global power: The rise of Chinese brands such as China Mobile, which was (4) in the ranking — and rapidly emerging brands like Lenovo — reflects both the size and growth of the Chinese market as well as the ability of these companies to run global operations.

Fons, over at China Herald, isn't sure China Mobile should be included on such a list:

Nobody outside China can use their services and as far as I know they do not have an ambition to expand outside China. They also do not offer products that would need a brand name like, say, Microsoft or Malboro.

Lenovo would fit into this list, but to use China Mobile as an example that Chinese brands are moving up in the world seems a serious misunderstanding.

But, there sure are a hell of a lot of mobile phone users in China.