What’s your brand worth? … Ask Interbrand.

Punch line: Interbrand released its 13th annual Best Global Brands Report, giving Coca-Cola the top bid.

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Excerpted from the New York Times, “List of Global Brands Keeps Coke on Top, and Apple Jumps Up.”

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Interbrand’s 13th annual Best Global Brands report addresses the value of powerful brands — and the problems of brands whose value is diminishing. 

The report ranks what it deems the 100 most valuable brands on criteria that include:

  • Financial performance
  • The role the brand plays in influencing the choices made by consumers
  • The brand’s ability to help its parent’s earnings

Many of the ranked brands are known for dedicating time and corporate treasure to continually, if not continuously, trying to improve the results of their advertising.

Case in point is the brand that ranked No. 1 on the list for the 13th consecutive year, Coca-Cola. Interbrand estimated its brand value at $77.8 billion, up 8 percent from the 2011 report.

Although nothing lasts forever, the company will strive to keep the Coke brand relevant through innovations in how it engages with consumers.

For instance Facebook Coca-Cola has more likes, 51.98 million, than any other brand.

“A lot of staying relevant is not being afraid to take risks or do different things,” Mr. Tripodi, of Coca-Cola said. “It’s less about what you sell and more about what you stand for as a brand and company.

Eight of the remaining top nine brands changed ranks from last year, including Apple, which rose to No. 2 from No. 8, and Samsung, which rose to No. 9 from No. 17. 

Also, two brands dropped out of the top 10: Disney, which fell to No. 13 from No. 9 last year, and Hewlett-Packard, which fell to No. 15 from No. 10.

The list is dominated by technology companies.

Of the top 10 brands, five are in technology: Apple, Google, Microsoft, Intel and Samsung.  Another prominent technology company,

Facebook, entered the list for the first time, at No. 69. Facebook was among six new entrants; the others are Pampers (34), Prada (84), Kia (87), Ralph Lauren (91) and MasterCard (94).

Several brands that were ranked lower on the 2012 list compared with last year’s have been suffering setbacks.

Among them are BlackBerry, which tumbled to 93 from 56; Goldman Sachs, which declined to 48 from 38; and Nokia, which dropped to 19 from 14.

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