The Homa Files

TakeAway:  Coca-Cola, IBM and Microsoft again scored highly in this year’s Interbrand ranking of the 100 Best Global Brands.

Among other highlights, BP fell off the list (not a surprise, given the oil spill) and Hewlett-Packard jumped into the top 10 for the first time.

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Excerpted from the AdWeek, “Coke Tops List of Global Brands” By Todd Wasserman,September 16, 2010 

The list, 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,” according to Interbrand, showed some big movers over the course of 2009-2010.

But in some cases, brands seemed to weather crises well. Toyota, No. 11 on the list, lost 16 percent of its value after its recall PR disaster earlier this year. However, it only fell three places. Goldman Sachs, despite its well-publicized troubles, actually rose from No. 38 to No. 37.

The biggest winners were tech brands, which seemed to withstand the economic times particularly well.

For example, Google’s brand value jumped 36 percent, making it a solid No. 4, while Intel (7) and HP (10) had a strong showing, as did Apple (17).

For the full ranking and explanation, go to http://www.interbrand.com/en/best-global-brands/best-global-brands-2008/best-global-brands-2010.aspx.

Edit by AMW

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Full Article:
http://www.adweek.com/aw/content_display/news/client/e3ic5827d475c9bb4365c4421ee4830c228

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