According to the BusinessWeek/Interbrand annual ranking of the top 100 best global brands released today, Google, Zara, Apple, and Nintendo are among this year’s top gainers. Google ranks 20th in the list. Yahoo! ranks 55th in the list.
This is the seventh year that BusinessWeek has teamed up with Interbrand, to publish the ranking of the top 100 global brands, ranked by the brand’s overall value.
What’s interesting to note is that Ford and Gap lost 19% and 15% of their brand value, respectively, in this year’s annual rankings.
Coca-Cola (listed as the top global brand) may be having trouble boosting their brand, though. Coca-Cola is at the top of the list for the seventh consecutive year, reportedly because it is big and the brand is everywhere–but Coca-Cola failed to grow its reputation because “its move into healthier drinks has yet to resonate” according to the BusinessWeek/Interbrand folks.
BusinessWeek chose Interbrand’s methodology for the annual rankings because Interbrand evaluates brand value in the same way any other corporate asset is valued–on the basis of how much it is likely to earn for the company in the future. According to a press release today, “Interbrand uses a combination of analysts’ projections, company financial documents, and its own qualitative and quantitative analysis to arrive at a net present value of those earnings. Interbrand takes many ingredients into account when ranking the value of the Best Global Brands. Even to qualify for the list, each brand must derive at least a third of its earnings outside its home country, be recognizable outside of its base of customers, and have publicly available marketing and financial data.”
BusinessWeek/Interbrand's Annual Ranking of
The Best Global Brands For 2007
Rank Company 2007 Percent
Brand Change Country of
Value (over 2006) Ownership
$MILLIONS
1 Coca-Cola 65,324 -3 % U.S.
2 Microsoft 58,709 3 % U.S.
3 IBM 57,091 2 % U.S.
4 GE 51,569 5 % U.S.
5 Nokia 33,696 12 % Finland
6 Toyota 32,070 15 % Japan
7 Intel 30,954 -4 % U.S.
8 McDonald's 29,398 7 % U.S.
9 Disney 29,210 5 % U.S.
10 Mercedes-Benz 23,568 8 % Germany
11 Citi 23,443 9 % U.S.
12 Hewlett-Packard 22,197 9 % U.S.
13 BMW 21,612 10 % Germany
14 Marlboro 21,283 0 % U.S.
15 American Express 20,827 6 % U.S.
16 Gillette 20,415 4 % France
17 Louis Vuitton 20,321 15 % U.S.
18 Cisco 19,099 9 % U.S.
19 Honda 17,998 6 % Japan
20 Google 17,837 44 % U.S.
21 Samsung 16,853 4 % S. Korea 22 Merrill Lynch 14,343 10 % U.S. 23 HSBC 13,563 17 % Britain 24 Nescafe 12,950 4 % Switzerland 25 Sony 12,907 10 % Japan 26 Pepsi 12,888 2 % U.S. 27 Oracle 12,448 9 % U.S. 28 UPS 12,013 12 % U.S. 29 Nike 12,004 10 % U.S. 30 Budweiser 11,652 0 % U.S. 31 Dell 11,554 -6 % U.S. 32 JPMorgan 11,433 12 % U.S. 33 Apple 11,037 21 % U.S. 34 SAP 10,850 8 % Germany 35 Goldman Sachs 10,663 11 % U.S. 36 Canon 10,581 6 % Japan 37 Morgan Stanley 10,340 6 % U.S. 38 Ikea 10,087 15 % Sweden 39 UBS 9,838 13 % Switzerland 40 Kellogg's 9,341 6 % U.S. 41 Ford 8,982 -19 % U.S. 42 Philips 7,741 15 % Netherlands 43 Siemens 7,737 -1 % Germany 44 Nintendo 7,730 18 % Japan 45 Harley-Davidson 7,718 0 % U.S. 46 Gucci 7,697 8 % Italy 47 AIG 7,490 NEW U.S. 48 eBay 7,456 10 % U.S. 49 AXA 7,327 NEW France 50 Accenture 7,296 8 % Bermuda 51 L'Oreal 7,045 10 % France 52 MTV 6,907 4 % U.S. 53 Heinz 6,544 5 % U.S. 54 Volkswagen 6,511 8 % Germany 55 Yahoo! 6,067 0 % U.S. 56 Xerox 6,050 2 % U.S. 57 Colgate 6,025 7 % U.S. 58 Chanel 5,830 13 % France 59 Wrigley's 5,777 6 % U.S. 60 KFC 5,682 6 % U.S. 61 Gap 5,481 -15 % U.S. 62 Amazon.com 5,411 15 % U.S. 63 Nestle 5,314 8 % Switzerland 64 Zara 5,165 22 % Spain 65 Avon 5,103 1 % U.S. 66 Caterpillar 5,059 10 % U.S. 67 Danone 5,019 8 % France 68 Audi 4,866 17 % Germany 69 adidas 4,767 11 % Germany 70 Kleenex 4,600 -5 % U.S. 71 Rolex 4,589 8 % Switzerland 72 Hyundai 4,453 9 % S. Korea 73 Hermes 4,255 10 % France 74 Pizza Hut 4,254 -9 % U.S. 75 Porsche 4,235 8 % Germany 76 Reuters 4,197 6 % Britain 77 Motorola 4,149 -9 % U.S. 78 Panasonic 4,135 4 % Japan 79 Tiffany & Co. 4,003 5 % U.S. 80 Allianz 3,957 NEW Germany 81 ING 3,880 12 % Netherlands 82 Kodak 3,874 -12 % U.S. 83 Cartier 3,852 15 % France 84 BP 3,794 -5 % Britain 85 Moet & Chandon 3,739 15 % France 86 Kraft 3,732 -5 % U.S. 87 Hennessy 3,638 2 % France 88 Starbucks 3,631 17 % U.S. 89 Duracell 3,605 1 % U.S. 90 Johnson & Johnson 3,445 8 % U.S. 91 Smirnoff 3,379 11 % Britain 92 Lexus 3,354 9 % Japan 93 Shell 3,331 5 % Britain 94 Prada 3,286 14 % Italy 95 Burberry 3,221 16 % Britain 96 Nivea 3,116 16 % Germany 97 LG 3,100 3 % S. Korea 98 Nissan 3,072 -1 % Japan 99 Polo RL 3,046 NEW U.S. 100 Hertz 3,026 NEW U.S.
BusinessWeek is a leading global business media organization, providing unparalleled insight and analysis to a worldwide audience of business leaders. Founded in 1929 and published by the McGraw-Hill Companies, BusinessWeek magazine is the market leader, with more than 4.8 million readers each week in 140 countries. Local language editions include Chinese, Russian, and Bahasa Indonesian. Launched in 1994, BusinessWeek.com is the preeminent provider of daily, essential business news, information, and services to business decision-makers. Reaching 85% of the nation’s households, BusinessWeek Weekend delivers important business, consumer and financial news to television viewers every week.
Interbrand, a leading brand consultancy, combines the rigorous strategy and analysis of a management consulting practice with the entrepreneurial and creative spirit of branding and design. The company offers a comprehensive array of consulting services that guide clients in the creation, enhancement, maintenance and valuation of their most valuable asset — their brands. Founded in 1974, Interbrand has offices in over 30 cities in more than 20 countries around the globe and clients from among the most respected businesses. For more information visit the world’s only online exchange about branding, produced by Interbrand, at http://www.brandchannel.com/ .
If you’re interested, the 2005 and 2006 tables are located here (2005) and here (2006).
