For the 12th straight year, Coca-Cola is “Best Global Brand,” with a brand value that increased a staggering 58 percent, to nearly $71.9 billion, according to Interbrand’s 2011 report.
The annual list, released in October, is heavy on tech brands – IBM, Microsoft and Google were 2, 3 and 4, respectively, and Apple (No. 8) cracked the top 10 for the first time. But Pepsi came in 22nd (with a value of $14.6 billion), one spot higher than it was last year. Budweiser was 29 and Nescafe was 30.
Also on the list were Kellogg’s (34), Heinz (49),.Danone (52), Nestle 55, Sprite (63), Moet & Chandon (77), Jack Daniel’s (78), Corona (86), Johnnie Walker (88), Smirnoff (89) and Heineken (91).
Restaurants also placed: McDonald’s (6), KFC (62), Pizza Hut (81) and Starbucks (96).
Interbrand, a New York-based but global brand consultancy, produces its Best Global Brands report based on analysis of three key aspects that contribute to a brand’s value:
- The financial performance of the branded products or services
- The role of brand in the purchase decision process
- The strength of the brand to continue to secure earnings for a company.