Interbrands – Best Global Brands Report

Interbrands the global branding consultancy has recently released their ‘Best Global Brands Report’ for 2010. The biggest change in the rankings has seen Google jump from 7^th in 2009 to 4^th this year. The top 10 standings are as follows:

1) Coca-Cola                       $70,452 (million)

2) IBM                                   $64,727 (million)

3) Microsoft                       $60,895 (million)

4) Google                            $43,557 (million)

5) GE                                     $42,808 (million)

6) McDonald’s                   $33,578 (million)

7) Intel                                  $32,015 (million)

Nokia                               $29,495 (million)

9) Disney                             $28,731 (million)

10) Hewlett-Packard    $26,867 (million)

There was only two other brands that climbed more than one place in the top 20, they were Intel and Apple.

It was also reported that the ‘internet services sector, which has increasingly become a vital part of every aspect of consumer’ lives, continued to show significant growth.’

Coca-Cola has been awarded the top spot for the 11^th year in a row. The brands focus for 2010 has been to orientate operations around a “consumer engagement” philosophy. This philosophy saw the brand build a strong social media strategy and improve their product placement.

This led to one of the most successful marketing efforts of the year, the ‘Coca-Cola Celebration Mix’. The Coca-Cola owned song became the unofficial song of the Fifa World Cup. This was helped from videos on YouTube, Twitter feeds and hitting the top spot on iTunes in 17 countries.

Alex Pined, Managing director of Interbrand summarised the report very appropriately:

“… a changing environment is business as usual in fast-developing markets. To take advantage of the many opportunities available, brands must learn how read, react and go with the flow.”