Google, the popular Internet search site, won "brand of the year" accolades in 2002, beating out Apple, Coca-Cola, Starbucks, Nike and every other brand. The brands were rated "based on the impact they had on readers lives."

This award points out a couple of interesting facts. While the well-established brands like Coke and Nike have long been known as the kings of branding, when it comes to creating mindshare on the Web, it is a different kingdom entirely. Where in the past companies would rely on advertising dollars and celebrities to make a splash, companies are often able to create a brand identity on the Web primarily on the basis of word-of-mouth. The success of Google&singlequot;s brand also points to another key factor when it comes to Web-based branding--usefulness matters. Google would not have rated so high if users weren&singlequot;t happy with the way that the site&singlequot;s Internet search functionality worked. Offline branding relies on an image--colors, sounds, looks, images, impressions. Online, usefulness reigns.

BrandChannel.com asked readers to rate brands on the impact they had on their lives in 2002. Out of 1,315 respondents, Google received 15% of the vote, besting Apple&singlequot;s 14%, Coca-Cola&singlequot;s 12%, Starbucks&singlequot; 11% and Nike&singlequot;s 10%.