Coca-Cola yet again led the list of the world’s Top 100 brands, despite a 3% year-over-year decline in “brand value,” according to this year’s BusinessWeek/Interbrand annual ranking of the “100 Best Global Brands” (pdf).
According to the rankings:Â
- Microsoft, IBM, GE and Nokia followed the soft-drink giant to constitute the Top 5; Toyota, Intel, McDonald’s, Disney and Mercedes-Benz rounded out the Top 10.
- All but three of the Top 10 were US brands; the remaining three are based in Finland, Japan and Germany.
- Among the Top 10, the brand with the greatest year-over-year increase in brand value was Toyota, growing 15%; meanwhile, Intel’s brand value decreased 4% year over year.
- But the biggest winner in brand value was No. 20 Google, registering a 44% increase from last year, when it was No. 24.
- The biggest loser in brand value was No. 41 Ford, with a 19% decrease from last year, when it was No. 30.
But there’s hope for staging brand comebacks, as illustrated by several brands that did so in this year’s rankings, according to Business Week:
- Among them are No. 5 Nokia, which increased its brand value 12%.
- Others are Nintendo, Audi, Hewlett-Packard, Burberry and Citibank.