Coke retains top slot in BusinessWeek / Interbrand global brand rankings

Coke retains top slot in BusinessWeek / Interbrand global brand rankings 1 Aug 2006
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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 bil-lion, 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
McDonald’s
US
Restaurants
27,501
6%
10
Mercedes
Germany
Automotive
21,795
9%