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Coca-Cola retains top slot in best brands report

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By John Glenday, Reporter

October 2, 2012 | 2 min read

Coca-Cola has held onto its crown as the leading global brand, heading off a strong challenge from Apple which jumped to second.

Proving that the drinks brand still has some fizz left in the can the report, published by Interbrand, showed the beverage giant hold on for the second year on the trot.

Significant movers on the list include Facebook which this year debuted in the top 100 with 69th slot and Google, which leapfrogged Microsoft in terms of brand value for the first time, finishing in fourth place –one position ahead of its digital rival.

Other new entrants to the list this year include Pampers, Prada, Kia, Ralph Lauren & Mastercard with pampers in particular doing well as P&G’s number one selling brand thanks to an effective use of social media and loyalty platforms.

Jez Frampton, Interbrand’s global chief executive officer, said: “As global competition increases and many competitive advantages, like technology, become more short-lived, a brand’s contribution to shareholder value will only increase. The world’s 100 most valuable brands are leading the way by listening to consumers, employees, and investors alike and delivering a seamless and holistic brand experience across an ever-evolving range of consumer touchpoints.”

Interbrand base their methodology on the financial performance of the brand, its role influencing consumer choice and the premium it can command.

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