Coca-Cola, "one of the world's most iconic brands, has been served a warning after it failed to place in the annual BrandZ ranking of the top 10 global brands for the first time," according to Daniel Farey-Jones of CAMPAIGN LIVE. Coke has been "a mainstay of the global top 10 by brand value" since the BrandZ report was launched in '06 and it was placed third after Microsoft and GE. Millward Brown’s BrandZ valuation process "takes the financial value created by a brand" in U.S. dollars and multiplies it by "the proportion of that value generated by the brand contribution alone." This year the value of the Coca-Cola brand fell "for the first time in the survey's history," by 4% to $80.3B, amid growing public awareness of "the risks to health from the sugar content of soft drinks and despite respectable growth in the Coca-Cola Company's share price." Other brands which have climbed above Coke in the past year include Facebook, Amazon, McDonald's and Chinese tech company Tencent. Coca-Cola did not respond to a request for comment (CAMPAIGN LIVE, 6/8).
The brands above Coca-Cola
1. Google: $229.2B, up 32%
2. Apple: $228.5B, down 8%
3. Microsoft: $121.8B, up 5%
4. AT&T: $107.4B, up 20%
5. Facebook: $102.6B, up 44%
6. Visa: $100.8B, up 10%
7. Amazon: $99B, up 59%
8. Verizon: $93.2B, up 8%
9. McDonald's: $88.7B, up 9%
10. IBM: $86.2B, down 8%
11. Tencent: $84.9B, up 11%
12. Marlboro: $84.1B, up 5%
13. Coca-Cola: $80.3B, down 4%
