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Idealog—in the ideas business

Coca-Cola top of the (brand) world, with Apple nipping at its heels

Coca-Cola leads Interbrand’s 2011 Best Global Brands report for the 12th consecutive year – but it's Apple, whose brand value increased 58 percent, that is the top riser of the year.

The overachieving Apple climbed to eighth place on the list, placing it among well-established names including Disney, McDonalds and GE.

Technology brands dominated this year, with seven of the top 10 (IBM, Microsoft, Google, GE, Intel, Apple and Hewlett-Packard), four of the five biggest risers (Apple,, Google and Samsung) and the one of the few new entrants  (HTC) all hailing from within the tech sector.

“Uncertainty is the new status quo, so today’s brands need to be quick and nimble,” said Jez Frampton, Interbrand’s global chief executive.

“By refining digital strategies and strengthening social networks, today’s most valuable brands are creating more relevant customer engagements. These brands have seized opportunities to host richer, more tailored experiences, which, in turn, help drive longer-term loyalty and value."

Growth was also noted in the auto industry, driven primarily by an economic recovery in classic European markets, a resurgence of the US automotive industry and high demand for cars in China.  

Nissan returned to the top 100 for the first time since 2007, and Toyota at #11 retained its spot as the number one automotive brand.

Luxury brands were also on the rise – corporations such as Louis Vuitton (#18), Gucci (#39), Hermès (#66), Cartier (#70), Tiffany (#73), Armani (#93) and Burberry (#95) all saw their respective brand values increase this year. 

Burberry increased its  value by 20 percent, making the British luxury retailer one of the top risers in this year’s report, Interbrand said, by focusing on its core competencies in fashion, digital innovation and global expansion.

Interbrand produces its Best Global Brands report annually based on financial performance, the role of brand in the purchase decision process and the strength of the brand.

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Brand value in terms of revenue - a fair enough measure.

I wonder how many of these companies are still genuinely innovative and/or sustainable and are going to be round in a few years from now - ref. the predictions for, and performance of, Nokia with a 15% slide and seemingly trapped with Symbian.

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