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Worlds Top 100 Brands Listed

Computer and Internet Sector Dominates Top 10

Original article: www.interbrand.com
“Opportunities your email campaign is missing”

Once again Coca Cola has topped the list of the World’s best brands, as released by brand-management company Interbrand. The top ten on the list remain relatively unchanged (bar some minor shuffling) from 2007, save for Google which leap-frogged 10 places to nudge automotive manufacturer Mercedes out of the number ten spot.

In fact, IBM trading places with Microsoft at the number two and three spots respectively was the only other movement in the top ten, due to IBM’s superior growth rather than any downward turn on Microsoft’s behalf.

Computers and internet were well represented with four of the top ten spots featuring brands from this sector. Google in particular was impressive, riding a 43% growth in projected earnings on the back of a host of new products. Automotive manufacturers from Japan (Toyota #6, Honda #20) and Germany (Mercedes #11, BMW #13) also exhibited sturdy representation.

Other digital movers and shakers include:

• Apple Computers (#24), +24% change in brand value
• Amazon.com Internet Services (#58), +19%
• Sap German Software Company (#31), +13%
• Oracle Software (#23), +11%

While there is some debate as to the associated value of a brand name, Global CEO of Interbrand Jez Frampton argues “recognition and goodwill associated with the name can often be a company's best asset during difficult financial times.” CEO’s rate the calculation of the top 100 list as the most influential benchmark study.

Frampton adds “in troubled economies, we know that business doesn't cease. Companies may struggle, but the practise of buying and selling continues no matter what.” Based on the ‘Best Global Brands’ study over the years, the best brands are stable enough to outlast economic volatility, fortifying the need for companies to recognise how their brand can add value.

The methodology employed with putting a number to the brand power-game is popular as it parallels the method in which other corporate assets are calculated (on the basis of how much it is likely to earn for the company in the future). Interbrand uses a combination of analysts' projections, company financial documents, and its own qualitative and quantitative analysis to propose a net present value of those earnings. Here’s how the top ten breaks down.