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Coca-Cola tops Best Brand rankings
16 September 2010
Coca-Cola retains its position at the top of Interbrand’s Best Global Brands ranking, as BP crashes out.
Coca-Cola’s leadership has been unchallenged for the 11 years the ranking has existed. However, Google, now in fourth behind IBM and Microsoft, has seen its brand value increase 36% over the last year.
HP enters the top 10 for the first time, while Apple (17th) increased its value by 37% and Blackberry (54th) was up 32%.
BP problems and stalled growth saw it fall out of the top 100, while competitor Shell improved its ranking from 92 to 81.
Despite the economic downturn, luxury brands Louis Vuitton (16th), Gucci (44th), Hermes (69th), Tiffany & Co (76th), Cartier (77th) and Armani (95th) all saw the value of their brands increase in 2010.
“2010 was the beginning of a long road back towards economic recovery,” said Jez Frampton, group chief executive at Interbrand. “From real-time customer feedback through social media to increased transparency about corporate citizenship, brands were faced with a profound change in the way they relate to customers and demonstrate their relevance and value. Despite this new paradigm of brand management, the advantages of building a solid brand remain the same.”
Interbrand’s ranking of the top 100 brands is based on analysis of how a brand touches and benefits an organisation, from attracting top talent to delivering on customer expectation. A brand’s value is based on the financial performance of the branded products or services, the role of brand in the purchase decision process and the strength of the brand to continue to secure earnings for the company.