Coca-Cola named the world’s most valuable brand

Microsoft, Toyota and McDonald’s are some of the world’s most valuable brands, according to marketing consultancy firm Interbrand’s annual Best Global Brands list.

Microsoft, Toyota and McDonald’s are some of the world’s most valuable brands, according to marketing consultancy firm Interbrand’s annual Best Global Brands list.

The list, based on revenue, earnings and economic strength, lists Coca-Cola at the top spot with $US66.6 billion in value, closely followed by IBM and Microsoft, each with $US59 billion.

No Australian brands were deemed valuable enough to take a spot in the top 100.

While financial services were the lowest performers, internet and technology groups have surged ahead. Merrill Lunch dropped 21% from last year to $US11.4 billion, while Citi sank from 11th to 19th with a loss of 19% to $US20.2 billion.

But web search and advertising giant Google has managed to jump from 20th in 2007 to this year’s 10th spot, making it the fastest-rising brand and the only internet-based group in the top 40.

Apple moved from 33rd to 24th after a 24% increase in brand value to $US13.7 billion, while Amazon moved from 62nd to 58th after a value increase of 19% to $US6.4 billion.

Interbrand Global chief executive Jez Frampton says the brands that did well know how to navigate through difficult financial circumstances.

“The ranking is a reflection of the global economy – the current credit crisis in the US, the growth of emerging markets and the increased emphasis on sustainability are all key trends that resulted in brands rising or failing on the list,” he says.

“The increasing complexities of the global economy reinforce the importance of protecting and growing a brand.

“Many of the best global brands know this and come through these difficult times stronger and better poised to compete,” he says. “The key to success, in good times and bad, is understanding how your brand creates value.”

The top 10:

  1. Coca-Cola – $US66.6 billion
  2. IBM – $US59 billion
  3. Microsoft – $US59 billion
  4. GE – $US53 billion
  5. Nokia – $US35 billion
  6. Toyota – $US34 billion
  7. Intel – $US31.2 billion
  8. McDonald’s – $US31 billion
  9. Disney – $US29.2 billion
  10. Google – $25.5 billion

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