Millward Brown Optimor, a "global brand strategy" analyst firm, just stepped into a heaping pile of fanboy doodoo with its latest rankings of the 100 most valuable brands in the world, pegging Sony at 94th. Nintendo is 32nd, Microsoft fourth.

That's behind Marlboro (at No. 7) Budweiser (No. 38) and Colgate (No. 47). Considering that Microsoft and Sony make more than games and games consoles, Millward Brown decided to make things worse and break out brand rankings by platform and it doesn't get any better.

Nintendo has the No. 1 and 2 positions with the Wii and DS respectively ($9.9 billion and $7.8 billion "estimated value," respectively), followed by the Xbox 360 ($4.5 billion) and then the PlayStation 3 ($426 million) PSP ($155 million) and PS2 ($49 million).

Wondering what "estimated value" means? Here's their words, not mine: "The dollar value of each brand in the ranking is the sum of all future earnings that brand is forecast to generate, discounted to a present-day value."

True, but I don't brush my teeth with a DualShock or smoke MLB 10: The Show. Well, not literally. Get the full report here. [pdf]

94th?....behind Colgate #47 and Nintendo being #32....RIIIIGHT.

worst thing is...Playstation 3 is going to generate less than 500M and the 360 will generate 4.5 BILLION!? and PS2 is only 45M Worth!?!?!?!?!?!?!?!?!?

Their estimated values seem rather ridiculous. I can't see how the 360 is going to produce 9 times as much money as the PS3.

We don't know how much a 360 cost to manufacture. Plus remember than XBOX has the Live susbcriptions and those are big bucks with a quite little investment

Everyone knows that most of the profits come from the sale of software when is the last time you saw a ps2 title high on the sales charts?  The ps3 still loses money on each hardware sold and if they make a profit its modest due to the fact that most ps3 titles aren't big sellers when compared to the wii or 360.  Microsoft is making a killing from xbox live and overpriced accessories which is why sony is trying to figure out a way to offer a premium online service for their system so they can see some of that revenue.

Who's numero uno?

Excellent

Nice to see Microsoft in 4th ^^

Two words xbox live.  20million subscribers and growing paying 50 dollars a year.  This is why sony has been scrambling trying to figure out how to offer a premium online service.  They want to see some of that revenue. 

It's brand value.. it's for us marketing people... PS3 still suffer from the bad name from the last few years.. but it went up with like 25% .. Xbox360 actually went down 1%.. but the Wii is still rising with +21%.. DS went down 19%.. its not about making money.. it's about Brand Salience, Awareness, experience, image, identity, extension, loyalty and more... the Wii is just an amazing brand... did everything right.. good price, ads, market to more people, etc 360 is also doing good.. PS3 had a bad start with alienating commercials, ads focusing on a small market, high price etc.. thats why it's low.. but it's going up and will continue to rise the next years..