Coca Cola is still the world’s most valuable brand,while Toyota’s safety scare knocked $5bn off the value of the brand over the last 12 months, research by Interbrand suggests.
According to the Best Global Brands 2010 survey, Coca Cola’s brand is worth just over $70bn.
Top ten brands, according to Interbrand:
- Coca Cola $70.452bn +2%
- IBM $64.727bn +7%
- Microsoft $60.895bn +7%
- Google $43.557bn +36%
- GE $42.808bn -10%
- McDonald’s 33.578bn +4%
- Intel $32.015m +4%
- Nokia $29.495bn -15%
- Disney $28.731bn +1%
- HP $26.867bn +12%
The full top 100 can be found on the Best Global Brands website.
Mumbrella discusses the survey on tomorrow’s weekly audio Mumbrellacast. This is a video highlight of the conversation featuring Mumbrella editor Tim Burrowes, Interbrand CEO Damian Borchok, Starcom MD Bob Goodge and Fleishman-Hillard’s Scott Rhodie:
After Harley Davidson losing 24% of its brand value as it lost credibility with its core customer base, Toyota was the next biggest fall, dropping an estimated 16% of its worth.
BP, in the midst of its Gulf disaster, fell off the top 100 altogether.
The biggest jumps were Apple – up 37% to $21.143bn; Google, up 36% to 43.557bn and Blackberry, up 32% to 6.762m.
Google is now edging closer to moving past Microsoft.
Interbrand CEO Damian Borchok said: ” The Best Global Brands report is really a reflection of how consumers are behaving, what brands they buy and what brands they trust. The increasing complexities of the global economy reinforce the importance of protecting and growing a brand. It is a company’s most valuable asset but it is clear that today’s brands cannot hide anything from consumers – brands must say, do and be everything the brand has be built to represent.”