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SBD/October 3, 2012/Research and Ratings
Coca-Cola Again Tops "Best Global Brands" Survey; Nike, Adidas Remain Steady
Published October 3, 2012
Coca-Cola is the top global brand for the 13th consecutive year with a brand value of $77.8B, up 8% from last year, according Interbrand’s annual 100 “Best Global Brands” survey. Tech brands dominated the top 10, taking up five spots. Two brands dropped out of the top 10: Disney and HP. Facebook joined the list for the first time at No. 69 and was among six new brands to make the list (Kia, MasterCard, Pampers, Prada and Ralph Lauren). Nike and adidas were once again the only two sports brands to crack the list. Nike ranked No. 26 overall, down one spot from last year. adidas once again ranked at No. 60. Listed below are the top 15 brands from the ’12 ranking, along with positions for Nike and adidas (Interbrand).
|
INTERBRAND'S "BEST GLOBAL BRANDS" FOR '12
|
||||
|
RK
|
PREV.
|
BRAND |
VALUE ($USD)
|
1-YR % +/-
|
|
1
|
1
|
Coca-Cola |
$77.8B
|
8%
|
|
2
|
8
|
Apple |
$76.6B
|
129%
|
|
3
|
2
|
IBM |
$75.5B
|
8%
|
|
4
|
4
|
$69.7B
|
26%
|
|
|
5
|
3
|
Microsoft |
$57.9B
|
-2%
|
|
6
|
5
|
GE |
$43.7B
|
2%
|
|
7
|
6
|
McDonald's |
$40.1B
|
13%
|
|
8
|
7
|
Intel |
$39.4B
|
12%
|
|
9
|
17
|
Samsung |
$32.9B
|
40%
|
|
10
|
11
|
Toyota |
$30.3B
|
9%
|
|
11
|
12
|
Mercedes-Benz |
$30.1B
|
10%
|
|
12
|
15
|
BMW |
$29.1B
|
18%
|
|
13
|
9
|
Disney |
$27.4B
|
5%
|
|
14
|
13
|
Cisco Systems |
$27.2B
|
7%
|
|
15
|
10
|
HP |
$26.1B
|
-8%
|
|
26
|
25
|
Nike |
$15.1B
|
4%
|
|
60
|
60
|
adidas |
$6.7B
|
9%
|
METHODOLOGY: There are three key aspects that contribute to the assessment: the financial performance of the branded products or services, the role of brand in the purchase decision process and the strength of the brand. Additionally, for inclusion on the list, at least 30% of a brand's revenue must come from outside the home country, and no more than 50% of revenues should come from any one continent. Companies must also have a presence on at least three major continents, and must have broad geographic coverage in growing and emerging markets.
