Coca-Cola, IBM and Microsoft again score big win, place and show honors in this year's interbrand ranking of the 100 Best Global Brands.
Among the highlights, BP fell off the list and Hewlett-Packard jumped into the top 10 for the first time.
The list, based on “a unique methodology analyzing the many ways a brand touches and benefits an organization, from attracting top talent to delivering on customer expectation,” according to Interbrand, showed some big movers over the course of 2009-2010. For instance, the Gulf of Mexico oil spill prompted BP to exit the list, leaving Shell as the biggest brand in the category.
But in some cases, brands seemed to weather crises well. Toyota, No. 11 on the list, lost 16 percent of its value after its recall PR disaster earlier this year. However, it only fell three places. Goldman Sachs, despite its well-publicized troubles, actually rose from No. 38 to No. 37.
The biggest winners were tech brands, which seemed to withstand the economic times particularly well. For example, Google’s brand value jumped 36 percent, making it a solid No. 4, while Intel (7) and HP (10) had a strong showing, as did Apple (17).
No comments:
Post a Comment