Coca-Cola Named Best Global Brand in 2008
September 22, 2008 - For the eighth year in a row and helped by an Olympic sponsorship that boosted its profile in Asia, Coca-Cola takes top honors as the best global brand on Interbrand's annual ranking of The Best Global Brands. Technology companies IBM and Microsoft round out the Top 3. Meanwhile, consumer goods brands made a good showing despite a challenging economy. The majority of the following consumer goods companies either moved up or stayed in the same position on this year's list, while only a handful fell slightly when compared to last year.
Key trends that resulted in the rise and fall of brands on the list include the current credit crisis, the growth of emerging markets and an increased emphasis on sustainability. For example, GE (No. 4) increased its brand valuation by investing a substantial amount in sustainable business practices. "The increasing complexities of the global economy reinforce the importance of protecting and growing a brand. It is a company's most valuable asset - and a far less volatile asset than others during a time of economic uncertainty," says Jez Frampton, Global CEO of Interbrand.
Interbrand's The Best Global Brands 2008 report is available online at www.interbrand.com and a special report in conjunction with BusinessWeek can be found at www.businessweek.com.
To qualify for inclusion in the Best Global Brands 2008 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. This methodology evaluates brand value on the basis of how much it is likely to earn for the company in the future. 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.
| GE (No. 4) Gillette (No. 14) Marlboro (No. 18) Pepsi (No. 26) Nescafe (No. 28) Nike (No. 29) Budweiser (No. 33) Kellogg's (No. 39) Nintendo (No. 40) L'Oreal (No. 51) Heinz (No. 56) | Colgate (No. 57) Wrigley's (No. 61) Nestle (No. 63) Danone (No. 66) Avon (No. 69) adidas (No. 70) Kleenex (No. 74) Duracell (No. 88) Johnson & Johnson (No. 92) Nivea (No. 98) |
Key trends that resulted in the rise and fall of brands on the list include the current credit crisis, the growth of emerging markets and an increased emphasis on sustainability. For example, GE (No. 4) increased its brand valuation by investing a substantial amount in sustainable business practices. "The increasing complexities of the global economy reinforce the importance of protecting and growing a brand. It is a company's most valuable asset - and a far less volatile asset than others during a time of economic uncertainty," says Jez Frampton, Global CEO of Interbrand.
Interbrand's The Best Global Brands 2008 report is available online at www.interbrand.com and a special report in conjunction with BusinessWeek can be found at www.businessweek.com.
To qualify for inclusion in the Best Global Brands 2008 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. This methodology evaluates brand value on the basis of how much it is likely to earn for the company in the future. 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.