Although beverage brand Coca-Cola is the most valuable global brand of 2011, with a brand value of $71.8 billion, the majority of the 10 most valuable brands are technology firms, according to a ranking from Interbrand. Six of the top 10 brands, including number two IBM ($69.9 billion), are providers of technology products and/or services.
The other technology brands on the list are number three Microsoft, number four Google, number seven Intel, number eight Apple, and number 10 HP. The list also includes a restaurant company (McDonald’s), a diversified company (GE) and a media company (Disney).
Eight of 10 Top Brands Gain Value YOY
Looking at year-over-year performance, eight of the top 10 brands have gained value since 2010. Apple leads the way with 58% growth, followed by Google (28%), and Intel, the only other top 10 brand with double-digit growth (10%). IBM reported 8% year-over-year brand value improvement, McDonald’s and HP both reported 6% growth, Coca-Cola improved 2% and Disney managed 1% brand value increase. Meanwhile, GE stayed flat and Microsoft lost 3% of its 2010 brand value.
US Dominates Top Brands
All brands in the global top 10 list compiled by Interbrand are headquartered in the US. In addition, 52 of the top 100 global brands are based in the US. Another 38 are located in Europe and Africa and 10 are headquartered in the Asia-Pacific region.
Electronics, FinService Leading Brand Sectors
Looking at the brand sectors represented in the Interbrand top 100 list, electronics and financial service tie for the most with 14 each. Automotive (12) and FMCG (11) closely follow. The alcohol and luxury sectors contribute seven brands each, followed by the business services and diversified sectors with five brands each.
There are also four brands apiece from the beverage, internet services and restaurant sectors, and three brands each from the media and apparel sectors. Rounding out the top 100 list are two brands each from the computer software and sporting good sectors, with single representatives from energy, home furnishings and transportation.
- Coca-Cola is the top-ranked brand for the 12th straight year.
- All of the top 10 brands of 2011 were on the 2010 top 10 list except Apple, which rose from number 17 to number eight. Previous number eight Nokia slipped to number 14, losing 15% of its 2010 brand value.
- All other top 10 brands of 2011 maintained their 2010 ranking.
Gallup: Spouses Have Most Influence on Brand Decisions
In findings that probably won’t shock anyone who is married, September 2011 data from the Gallup Management Journal shows that spouses have the most influence on customer decisions. Close to 50% of internet-proficient adults said they are likely to rely on their spouse when deciding which companies, products, brands and services to use.
Respondents were close to five times as likely to say they rely on spouses as on any other source of influence. Slightly more than 10% of respondents said they rely on children, parents, friends and experts. Interestingly, hardly any respondents cited a company-sponsored Twitter page or a Facebook page as a source of influence on using companies, products, brands and services.