Coca-Cola keeps top spot in Interbrand’s 100 Best Global Brands

Coca-Cola has retained the top spot for the 11th year running in Interbrand’s annual ranking of the 100 Best Global Brands.

IBM is rated second, Microsoft came in third and Google has increased in value by 36 per cent over the past year to take the number four position.

The list is compiled using a three-stage process that looks at how branding benefits an organisation. The key aspects considered are the financial performance of branded products or services, the strength of the brand on consumers’ purchasing decisions and how the brand effects the security of earnings for the company.

BP dropped out of contention this year following the negative PR caused by the Deepwater Horizon oil spill – the company was ranked 83rd last year. Toyota, however, managed to weather its recall crisis better than expected, losing just 16 per cent of its brand value and coming in at number 11, down from eighth last year.

According to Interbrand London managing director Graham Hales, the list shows that many companies are beginning to weather the recession. He says, ‘The difference this year is that we’re starting to see who is beginning to come back and who is still doing badly.’

According to Hales, so many companies in the technology sector have been rated highly because of the ever-increasing demand for new technology, strong branding and clever growth of product portfolios from companies such as Apple, Hewlett-Packard, Intel and Blackberry.

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