Branding consultancy Interbrand has released the 12th version of its Best Global Brands report. Once again, Coca-Cola is rated as the world’s most-valuable brand at $71,861 million (around £46.5 billion).
In fact, the top seven brands remain in the same places as they did in 2010; after Coca-Cola comes IBM, then Microsoft, Google, GE, McDonald’s and Intel.
Entering the top ten for the first time - and increasing in value by 58% year-on-year - is Apple in eighth place. Meanwhile, Nokia - which was in eighth place last year - has fallen in value by 15% to 14th place.
Interbrand’s report calculates brand value based on financial performance, the role of brand in the purchase decision and the strength of the brand to continue to earn money for a company.
Jez Frampton, Interbrand’s Global CEO, said “Uncertainty is the new status quo, so today’s brands need to be quick and nimble. Consistency, relevance and commitment are imperative if a brand is to keep pace in our rapidly changing world. By refining digital strategies and strengthening social networks, today’s most valuable brands are creating more relevant customer engagements. These brands have seized opportunities to host richer, more tailored experiences, which, in turn, help drive longer-term loyalty and value among consumers and partners alike.”
The company notes that seven of the top ten brands, four of the five biggest risers (Apple, Amazon.com, Google and Samsung) and the one of the few new entrants (HTC) are all from within the tech sector.