McDonalds identified as world’s number one

McDonalds has knocked the fizz out of Coca-Cola in brand supremacy, says The World’s Greatest Brands, a new book compiled by international branding group Interbrand.

McDonalds is now the number one brand in the world, for the first time, according to the book. It predicts that these two brands will “jostle” for top billing “well into the next century”.

Interbrand has assessed over 350 brands according to four criteria: dominance in the market sector, extension into other markets, breadth of appeal and customer loyalty.

Coca-Cola, which came second, scored higher than Mc Donalds on brand breadth but lower on the other three criteria.

Interbrand deputy chairman Tom Blackett says that Mc Donald’s logos and interiors play a part in the chain’s “classless appeal”, which he describes as “powerful across all borders”.

Interbrand judges Disney to be third best brand in the world, followed by Kodak, Sony, Gillette, Mercedes Benz, Levi’s, Microsoft and Marlboro.

The World’s Greatest Brands is published by Macmillan Business and costs 29.95. A Superbrands survey published last month (DW 4 October) listed Coca-Cola as one of the UK’s nine leading brands, while McDonalds did not feature in the listing.

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