Interbrand Releases 11th Annual Ranking of the 100 'Best Global Brands' Coca-Cola retains the number one spot; Google gains on Microsoft, while HP enters the top 10

NEW YORK, Sept. 15 /PRNewswire/ -- IBM, Microsoft and Google lead Interbrand's 11th annual ranking of the "Best Global Brands."  Google (#4) sees a 36% increase in value over last year, bringing the brand closer than ever to rival Microsoft (#3).  HP (#10) enters the top 10 for the first time, having increased brand value under a new business model and brand platform.  For the 11th year straight, Coca-Cola (#1) retains its top spot as the number one ranked brand on the list.

Interbrand, the leading brand consultancy, publishes the ranking of the top 100 brands based on a unique methodology analyzing the many ways a brand touches and benefits an organization, from attracting top talent to delivering on customer expectation. Three key aspects contribute to a brand's value; 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.

A number of prominent brands faced extraordinary crisis in 2010 resulting in stalled growth, value loss and in the case of BP, failure to make the ranking this year.  BP's environmental disaster and inability to make good on its brand promise of "Beyond Petroleum" led to it falling off of the list and helped competitor Shell emerge as an industry leader, now ranked number 81, up from number 92 in 2009. Although the Toyota (#11) recall caused the brand to lose -16% of its brand value, its long-standing reputation for reliability, efficiency and innovation helped it weather the crisis better than expected. Goldman Sachs (#37) was once the envy of Wall Street, but now faces the dichotomy of strong economic results and an angry public that will continue to lash out until the company begins to demonstrate that it is making sincere efforts to better align its ethics with its brand.


Technology brands continue to lead the pack, with IBM (#2), Microsoft (#3), Google (#4), Intel (#7), and HP (#10) earning top rankings.  Apple (#17) increased brand value 37% through carefully controlled messaging and an endless wave of buzz surrounding new product launches.  Despite a challenging year, HP made smart additions to its product portfolio and swiftly expanded the HP brand to protect its ranking on the list.  With 32% brand value growth, BlackBerry (#54) remains the most popular smartphone for business users, despite pressure from Apple as it edges into the corporate world.

"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."

During a difficult year for the auto industry, Mercedes Benz (#12) and BMW (#15) were able to sustain and build their value through innovative design and a focus on delivering premium value vehicles with luxury features. Using customer feedback, largely drawn from YouTube, Flickr, Twitter and Facebook to launch the 2009 Fiesta, Ford (#50) stands out as one of the best example of how to use social media. Award-winning products like the Q5 and rich heritage help Audi (#63) lead industry growth this year with a 9% increase in its brand value.

Despite the economic downturn, luxury brands Cartier (#77), Armani (#95), Louis Vuitton (#16), Gucci (#44), Tiffany & Co (#76) and Hermes (#69) all saw the value of their brands increase in 2010 by continuing to invest in their heritage and legendary status.  Outstanding customer service and a focus on unique in-store and online experiences allowed them to stay strong, even while consumers cut back spending.

In the financial sector, legacy brands Citi (#40) and UBS (#86) lost double-digits in brand value, while Santander (#68), Barclays (#74) and Credit Suisse (#80) made their debut on the list for the first time.  Their ability to stay true to brand promises in unsure times, and avoidance of the subprime mortgage crisis, helped them stay the course.

Interbrand's 2010 Best Global Brands is available in full, along with expanded content and methodology, on Interbrand.com at http://www.thebestglobalbrands.com.

About Interbrand

Founded in 1974, Interbrand is recognized for being at the forefront of the dialogue on brands as business assets. Today, Interbrand is amongst the largest brand consultancies and has grown to include 40 offices in 25 countries. The combination of rigorous strategy and analytics with world-class design creativity help its clients to create and manage brand value in all market dynamics. It is widely respected for its annual study, The Best Global Brands, and creating a broader platform for the discussion on brands in the Webby-award winning website brandchannel.com. For more on Interbrand, visit www.interbrand.com.

Interbrand's Annual Ranking of the Best Global Brands For 2010


2010
RANK

2009
RANK

BRAND

SECTOR

2010
BRAND
VALUE
$m

2009
BRAND
VALUE $m

% CHANGE
(BRAND
VALUE)

1

1

COCA-COLA

BEVERAGES

70,452

68,734

2%

2

2

IBM

BUSINESS SERVICES

64,727

60,211

7%

3

3

MICROSOFT

COMPUTER SOFTWARE

60,895

56,647

7%

4

7

GOOGLE

INTERNET SERVICES

43, 557

31,980

36%

5

4

GE

DIVERSIFIED

42,808

47,777

-10%

6

6

MCDONALD'S

RESTAURANTS

33,578

32,275

4%

7

9

INTEL

ELECTRONICS

32,015

30,636

4%

8

5

NOKIA

ELECTRONICS

29,495

34, 864

-15%

9

10

DISNEY

MEDIA

28,731

28,447

1%

10

11

HP

ELECTRONICS

26,867

24,096

12%

11

8

TOYOTA

AUTOMOTIVE

26,192

31,330

-16%

12

12

MERCEDES-BENZ

AUTOMOTIVE

25,179

23,867

6%

13

13

GILLETTE

FMCG

23,298

22,841

2%

14

14

CISCO

BUSINESS SERVICES

23,219

22,030

5%

15

15

BMW

AUTOMOTIVE

22,322

21,671

3%

16

16

LOUIS VUITTON

LUXURY

21,860

21,120

4%

17

20

APPLE

ELECTRONICS

21,143

15,433

37%

18

17

MARLBORO

TOBACCO

19,961

19,010

5%

19

19

SAMSUNG

ELECTRONICS

19,491

17,518

11%

20

18

HONDA

AUTOMOTIVE

18,506

17,803

4%

21

21

H&M

APPAREL

16,136

15,375

5%

22

24

ORACLE

BUSINESS SERVICES

14,881

13,699

9%

23

23

PEPSI

BEVERAGES

14,061

13,706

3%

24

22

AMERICAN EXPRESS

FINANCIAL SERVICES

13,944

14,971

-7%

25

26

NIKE

SPORTING GOODS

13,706

13,179

4%

26

27

SAP

BUSINESS SERVICES

12,756

12,106

5%

27

25

NESCAFÉ

BEVERAGES

12,753

13,317

-4%

28

28

IKEA

HOME FURNISHINGS

12,487

12,004

4%

29

37

JP MORGAN

FINANCIAL SERVICES

12,314

9,550

29%

30

30

BUDWEISER

ALCOHOL

12,252

11,833

4%

31

31

UPS

TRANSPORTATION

11,826

11,594

2%

32

32

HSBC

FINANCIAL SERVICES

11,561

10,510

10%

33

33

CANON

ELECTRONICS

11,485

10,441

10%

34

29

SONY

ELECTRONICS

11,356

11,953

-5%

35

34

KELLOGG'S

FMCG

11,041

10,428

6%

36

43

AMAZON.COM

INTERNET SERVICES

9,665

7,858

23%

37

38

GOLDMAN SACHS

FINANCIAL SERVICES

9,372

9,248

1%

38

39

NINTENDO

ELECTRONICS

8,990

9,210

-2%

39

40

THOMSON REUTERS

MEDIA

8,976

8,434

6%

40

36

CITI

FINANCIAL SERVICES

8,887

10,254

-13%

41

35

DELL

ELECTRONICS

8,880

10,291

-14%

42

42

PHILIPS

ELECTRONICS

8,696

8,121

7%

43

46

EBAY

INTERNET SERVICES

8,453

7,350

15%

44

41

GUCCI

LUXURY

8,346

8,182

2%

45

44

L'ORÉAL

FMCG

7,981

7,748

3%

46

48

HEINZ

FMCG

7,534

7,244

4%

47

45

ACCENTURE

BUSINESS SERVICES

7,481

7,710

-3%

48

50

ZARA

APPAREL

7,468

6,789

10%

49

47

SIEMENS

DIVERSIFIED

7,315

7,308

0%

50

49

FORD

AUTOMOTIVE

7,195

7,005

3%

51

52

COLGATE

FMCG

6,919

6,550

6%

52

57

MORGAN STANLEY

FINANCIAL SERVICES

6,911

6,399

8%

53

55

VOLKSWAGEN

AUTOMOTIVE

6,892

6,484

6%

54

63

BLACKBERRY

ELECTRONICS

6,762

5,138

32%

55

54

MTV

MEDIA

6,719

6,523

3%

56

53

AXA

FINANCIAL SERVICES

6,694

6,525

3%

57

58

NESTLÉ

FMCG

6,548

6,319

4%

58

60

DANONE

FMCG

6,363

5,960

7%

59

56

XEROX

ELECTRONICS

6,109

6,431

-5%

60

61

KFC

RESTAURANTS

5,844

5,772

2%

61

NEW

SPRITE

BEVERAGES

5,777

N/A

N/A

62

62

ADIDAS

SPORTING GOODS

5,495

5,397

2%

63

65

AUDI

AUTOMOTIVE

5,461

5,010

9%

64

67

AVON

FMCG

5,072

4,917

3%

65

69

HYUNDAI

AUTOMOTIVE

5,033

4,604

9%

66

64

YAHOO!

INTERNET SERVICES

4,958

5,111

-3%

67

81

ALLIANZ

FINANCIAL SERVICES

4,904

3,831

28%

68

NEW

SANTANDER

FINANCIAL SERVICES

4,846

N/A

N/A

69

70

HERMES

LUXURY

4,782

4,598

4%

70

66

CATERPILLAR

DIVERSIFIED

4,704

5,004

-6%

71

71

KLEENEX

FMCG

4,536

4,404

3%

72

74

PORSCHE

AUTOMOTIVE

4,404

4,234

4%

73

75

PANASONIC

ELECTRONICS

4,351

4,225

3%

74

NEW

BARCLAYS

FINANCIAL SERVICES

4,218

N/A

N/A

75

80

JOHNSON & JOHNSON

FMCG

4,155

3,847

8%

76

76

TIFFANY & CO

LUXURY

4,127

4,000

3%

77

77

CARTIER

LUXURY

4,052

3,968

2%

78

NEW

JACK DANIEL'S

ALCOHOL

4,036

N/A

N/A

79

82

MOËT & CHANDON

ALCOHOL

4,021

3,754

7%

80

NEW

CREDIT SUISSE

FINANCIAL SERVICES

4,010

N/A

N/A

81

92

SHELL

ENERGY

4,003

3,228

24%

82

94

VISA

FINANCIAL SERVICES

3,998

3,170

26%

83

79

PIZZA HUT

RESTAURANTS

3,973

3,876

2%

84

78

GAP

APPAREL

3,961

3,922

1%

85

NEW

CORONA

ALCOHOL

3,847

N/A

N/A

86

72

UBS

FINANCIAL SERVICES

3,812

4,370

-13%

87

86

NIVEA

FMCG

3,734

3,557

5%

88

95

ADOBE

COMPUTER SOFTWARE

3,626

3,161

15%

89

84

SMIRNOFF

ALCOHOL

3,624

3,698

-2%

90

NEW

3M

DIVERSIFIED

3,586

N/A

N/A

91

88

FERRARI

AUTOMOTIVE

3,562

3,527

1%

92

NEW

JOHNNIE WALKER

ALCOHOL

3,557

N/A

N/A

93

NEW

HEINEKEN

ALCOHOL

3,516

N/A

N/A

94

NEW

ZURICH

FINANCIAL SERVICES

3,496

N/A

N/A

95

89

ARMANI

LUXURY

3,443

3,303

4%

96

91

LANCÔME

FMCG

3,403

3,235

5%

97

90

STARBUCKS

RESTAURANTS

3,339

3,263

2%

98

73

HARLEY-DAVIDSON

AUTOMOTIVE

3,281

4,337

-24%

99

100

CAMPBELL'S

FMCG

3,241

3,081

5%

100

98

BURBERRY

LUXURY

3,110

3,095

0%




SOURCE Interbrand



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