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According to findings released on Monday, search engine giant Google has knocked Software giant Microsoft from the winning stand, as the world’s top-ranked brand.

The rankings were compiled by market research firm Millward Brown and are based on publicly available financial data, along with primary research that includes interviews of around a million consumers worldwide.

The rankings put Google ahead of much better established brands such as General Electric, Coca-Cola, Wal-Mart Stores and IBM. Some key factors seen this year in building brand recognition ranged from corporate responsibility to serving customers in emerging markets such as India and Brazil.

The top-ranked brand from a non-US-based company was China Mobile, which came in at No.5.

It is interesting to know that last year; Google came out in the seventh place. The jump to the ‘numero uno’ position just shows how quickly the Search engine giant has become an everyday household name. What’s more, Google uses relatively little advertising, relying on word-of-mouth promotion.

In stark contrast, Microsoft’s slide down to third place from first comes even as the software giant recently rolled out its new operating system, Windows Vista amongst much fanfare.

According to Eileen Campbell, global chief executive of Millward Brown, the rankings shows that a blend of good business leadership”, responsible financial management and powerful management can be leveraged to create and grow corporate wealth.

Other companies on the list included Apple, which rose from 13 spots to No.16. The companies that lost ground this year include Intel Corp. and Dell Inc.