Interbrand this week release its annual ranking of the world’s top brands, with Coca-Cola holding the top spot for the 11th year in a row.
IBM, Microsoft, Google, GE, McDonald’s, Intel, Nokia, Disney and HP round out the top 10.
According to their news release:
Interbrand 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.
Public crises struck severe blows for brands including Toyota, which lost 16 percent of its “brand value” due in large part to safety and product recall issues, although Interbrand reports that the company’s historic reputation for quality and for being a good corporate citizen prevented the brand from falling farther.
BP fell off the Top 100 list this year. I wonder why.
I suspect Nation Ranch came in at 101 again this year. Bummer.
Meanwhile Back at the Ranch is written by Bill Patterson, president of Kansas City, Mo.-based Nation Ranch, a strategic consulting firm specializing in brand management, public relations and crisis communications.
