labels: advertising/branding, coca cola india, marketing - general
Coke retains top slot in BusinessWeek / Interbrand global brand rankings news
01 August 2006

New Delhi: Coca-Cola remains the world's top brand, according to Best Global Brands 2006, the annual ranking published by BusinessWeek and global consultancy Interbrand. Coke, the flagship brand of The Coca-Cola Company has ranked No1 since the inception of the rankings in 2001.

However, Interbrand now estimates brand Coca-Cola's value at $67 billion, a 1 per cent drop from 2005.

Google, ranked 24, was the biggest mover on this year's list, gaining 46 per cent in brand value over 2005. Nokia (6), Starbucks (91) and eBay (47) also saw their values increase significantly, while Gap, Ford and Kodak slid in the rankings.

According to Interbrand CEO Jez Frampton, the majority of the 100 companies on the Best Global Brands 2006 list are "proactively managing their businesses through a brand lens."

"They have recognised that their brand should be the central organising principle given the incredible value they represent," Frampton said in a press release. "The need to measure and manage brand performance continues to be a critical priority for senior management as evidenced by the incredible interest shown in this ranking."

Interbrand calculates brand value as the net present value of the earnings the brand is expected to generate and secure from July 1, 2005 to June 30, 2006.

To be considered, the brands must have a minimum brand value of $2.7 billion, generate approximately one-third of their earnings outside of their home country, produce publicly available marketing and financial data, and have a wider public profile beyond their direct customer base.

The Top 10 brands:

Rank

Brand

Country of origin

Sector

2006 Brand Value ($m)

Change in brand value

1

Coca-Cola

US

Beverages

67,000

-1%

2

Microsoft

US

Computer Software

56,927

-5%

3

IBM

US

Computer Services

56,201

5%

4

GE

US

Diversified

48,907

4%

5

Intel

US

Computer Hardware

32,319

-9%

6

Nokia

Finland

Telecoms Equipment

30,131

14%

7

Toyota

Japan

Automotive

27,941

13%

8

Disney

US

Media

27,848

5%

9

McDonalds

US

Restaurants

27,501

6%

10

Mercedes

Germany

Automotive

21,795

9%


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Coke retains top slot in BusinessWeek / Interbrand global brand rankings