- Mark Ritson: What is the top brand? Let me google it…
Coke is ranked “best global brand” by brand consultancy Interbrand for the 11th consecutive year with a value estimated at $70.7bn (£45.25bn), up 2% on its 2009 total.
IBM is second, up 7% to $64.7bn (£41.4bn), while Microsoft is third on $60.9bn (£38.9bn), up 7%.
Interbrand values a brand on the basis of the financial performance of its products and services; the role it plays in the purchase decision and the strength of the brand’s earnings potential for a company.
The brand consultancy says Google climbed from seventh to fourth place and increased its brand value by 36% in the past year to stand at $43.5bn (£27.9bn).
Apple (in 17th place, up 37% to $21.1bn) and Amazon (in 36th spot, up to $9.6bn) were among the steepest climbers.
Elsewhere, the Gulf of Mexico oil spill and the subsequent reputational damage has resulted in BP disappearing from the top 100.
Conversely, rival Shell, which has been pushing its ethical credentials in the wake of BP’s problems, has jumped from 92nd to 81st place with a value up 24% to $4bn (£2.5bn).
Toyota, which suffered reputational damage after the recall crisis at the start of 2010, lost 16% of its brand value and dropped from 8th to 11th spot with a value of $26.2bn (£16.8bn).
Meanwhile, despite the recession luxury brands Cartier (in 77th place), Armani (95th) Louis Vuitton (16th) and Gucci (44th) all increased their brand value.
In the financial services sector, companies that avoided the worst of the financial crisis fared best with Santander (in 68th place), Barclays (74th) and Credit Suisse (80th) making their debuts in the top 100.
To see the table of Interbrand’s Top 100 most valuable brands in the world click the link below