Interbrand's top 100 global brands 2011: Coca-Cola still top but Apple gaining fast

Apple, which is expected to announce the iPhone 5 tonight (4 October), saw its brand value increase 58% to $33.5bn, resulting in it breaking into the top ten for the first time and becoming the eighth most valuable brand.

The next biggest percentage increase in this year’s report was posted by Amazon, which saw its brand value jump 32% to $12.8bn.

News comes after it emerged Amazon will square up to Apple in the tablet computer market with the release of its Kindle Fire, which will be half the price of an iPad.

Interbrand chief executive Jez Frampton claims technology companies have fared so well because of their ability to innovate in an erratic economic climate.

Frampton said: "By refining digital strategies and strengthening social networks, today’s most valuable brands are creating more relevant customer engagements."

The year’s biggest faller was Nokia, which saw a 15% decline as it struggles to crack the smartphone market.

Nintendo also saw a 14% decline after rivals Microsoft and Sony launched controller-free consoles that have challenged the dominance of Nintendo Wii.

Coca-Cola claimed the title of most valuable brand with a valuation of $71.9bn, while IBM and Microsoft claimed second and third sport respectively.

Brand consultancy Interbrand bases its results on the financial performance of the branded products or services, the role of brand in the purchase decision process and the strength of the brand to continue to secure earnings for a company.

 

Best Global Brands 2011
Rank			Brand value (US $)
2011	2010	Brand	2011	2010	% change
1	1	Coca-Cola	71,861	70,452	2%
2	2	IBM	69,905	64,727	8%
3	3	Microsoft	59,087	60,895	-3%
4	4	Google	55,317	43,557	27%
5	5	GE	42,808	42,808	0%
6	6	McDonald's	35,593	33,578	6%
7	7	Intel	35,217	32,015	10%
8	17	Apple	33,492	21,143	58%
9	9	Disney	29,018	28,731	1%
10	10	Hewlett-Packard	28,479	26,867	6%
11	11	Toyota	27,764	26,192	6%
12	12	Mercedes-Benz	27,445	25,179	9%
13	14	Cisco	25,309	23,219	9%
14	8	Nokia	25,071	29,495	-15%
15	15	BMW	24,554	22,322	10%
16	13	Gillette	23,997	23,298	3%
17	19	Samsung	23,430	19,491	20%
18	16	Louis Vuitton	23,172	21,860	6%
19	20	Honda	19,431	18,506	5%
20	22	Oracle	17,262	14,881	16%
21	21	H&M	16,459	16,136	2%
22	23	Pepsi	14,590	14,061	4%
23	24	American Express	14,572	13,944	5%
24	26	SAP	14,542	12,756	14%
25	25	Nike	14,528	13,706	6%
26	36	Amazon.com	12,758	9,665	32%
27	31	UPS	12,536	11,826	6%
28	29	J.P. Morgan	12,437	12,314	1%
29	30	Budweiser	12,252	12,252	0%
30	27	Nescafe	12,115	12,753	-5%
31	28	Ikea	11,863	12,487	-5%
32	32	HSBC	11,792	11,561	2%
33	33	Canon	11,715	11,485	2%
34	35	Kellogg's	11,372	11,041	3%
35	34	Sony	9,880	11,356	-13%
36	43	eBay	9,805	8,453	16%
37	39	Thomson Reuters	9,515	8,976	6%
38	37	Goldman Sachs	9,091	9,372	-3%
39	44	Gucci	8,763	8,346	5%
40	45	L'Oreal	8,699	7,981	9%
41	42	Philips	8,658	8,696	0%
42	40	Citi	8,620	8,887	-3%
43	41	Dell	8,347	8,880	-6%
44	48	Zara	8,065	7,468	8%
45	47	Accenture	8,005	7,481	7%
46	49	Siemens	7,900	7,315	8%
47	53	Volkswagen	7,857	6,892	14%
48	38	Nintendo	7,731	8,990	-14%
49	46	Heinz	7,609	7,534	1%
50	50	Ford	7,483	7,195	4%
51	51	Colgate	7,127	6,919	3%
52	58	Danone	6,936	6,363	9%
53	56	Axa	6,694	6,694	0%
54	52	Morgan Stanley	6,634	6,911	-4%
55	57	Nestle	6,613	6,548	1%
56	54	BlackBerry	6,424	6,762	-5%
57	59	Xerox	6,414	6,109	5%
58	55	MTV	6,383	6,719	-5%
59	63	Audi	6,171	5,461	13%
60	62	adidas	6,154	5,495	12%
61	65	Hyundai	6,005	5,033	19%
62	60	KFC	5,902	5,844	1%
63	61	Sprite	5,604	5,777	-3%
64	70	Caterpillar	5,598	4,704	19%
65	64	Avon	5,376	5,072	6%
66	69	Hermes	5,356	4,782	12%
67	67	Allianz	5,345	4,904	9%
68	68	Santander	5,088	4,846	5%
69	73	Panasonic	5,047	4,351	16%
70	77	Cartier	4,781	4,052	18%
71	71	Kleenex	4,672	4,536	3%
72	72	Porsche	4,580	4,404	4%
73	76	Tiffany & Co.	4,498	4,127	9%
74	81	Shell	4,483	4,003	12%
75	82	Visa	4,478	3,998	12%
76	66	Yahoo!	4,413	4,958	-11%
77	79	Moet & Chandon	4,383	4,021	9%
78	78	Jack Daniel's	4,319	4,036	7%
79	74	Barclays	4,259	4,218	1%
80	88	Adobe	4,170	3,626	15%
81	83	Pizza Hut	4,092	3,973	3%
82	80	Credit Suisse	4,090	4,010	2%
83	75	Johnson & Johnson	4,072	4,155	-2%
84	84	Gap	4,040	3,961	2%
85	90	3M	3,945	3,586	10%
86	85	Corona	3,924	3,847	2%
87	87	Nivea	3,883	3,734	4%
88	92	Johnnie Walker	3,842	3,557	8%
89	89	Smirnoff	3,841	3,624	6%
90	N/A	Nissan	3,819	N/A	N/A
91	93	Heineken	3,809	3,516	8%
92	86	UBS	3,799	3,812	0%
93	95	Armani	3,794	3,443	10%
94	94	Zurich	3,769	3,496	8%
95	100	Burberry	3,732	3,110	20%
96	97	Starbucks	3,663	3,339	10%
97	N/A	John Deere	3,651	N/A	N/A
98	N/A	HTC	3,605	N/A	N/A
99	91	Ferrari	3,591	3,562	1%
100	98	Harley-Davidson	3,512	3,281	7%

 

Source Interbrand

This article was first published on marketingmagazine.co.uk