NEW YORK: Coca-Cola, IBM, and Microsoft again took the top three slots, of Interbrand's 2008 Best Global Brands study released September 18. Coke was number one last year as well, and this year IBM moved into second, dropping Microsoft to three.
The three brands were followed in the annual survey of the top 100 brands by GE, Nokia, Toyota, Intel, McDonald's, Disney, and Google, respectively. In addition, Apple improved by nine spots to number 24 and Google moved up 10 spots to number 10
The annual rankings were calculated after considering three categories: company finances; measuring how the brand influences customer demand at the point of purchase; and calculating a brand's strength score, which considers its ability to create ongoing customer demand, image, and customer loyalty.
Andy Bateman, Interbrand CEO, said that PR plays an important role of the overall brand maintenance of some of the study's highest-scoring companies, like McDonald's (No. 8) and H&M (No. 22).
“I think that McDonald's has done a particularly good job in reestablishing its role in our everyday lives,” he said. “H&M has done a good job in celebrity design and celebrity endorsements, from a PR perspective.”
The report also gave positive reviews to number one Coke's “Design Your Own” campaign, which invited customers to decorate their own soda containers, as well as number two IBM's efforts to promote the company as more focused on consulting and other non-PC-manufacturing business.
To be considered for the report, corporations must make a substantial amount of their financial data public, receive at least one-third of their revenues from outside their country of origin, and have a positive Economic Value Added. Therefore a corporation such as Wal-Mart does not maintain enough international business to be considered, according to Interbrand.