Interbrand Names 100 Best Global Brands



It’s probably no surprise that Coca-Cola is the number one brand in the world, but did you know that they are one of only three non-techie brands to make the top ten? For the 11th year in a row, Interbrand has published their list of the 100 Best Global Brands and it’s good news for Google and Shell and bad news for Toyota and BP.

Interbrand uses a variety of criteria when dolling out the ranks including the many ways a brand touches and benefits an organization, whether it attracts top talent and how well it delivers on customer expectation. Three key aspects that contribute to a brand’s value are the financial performance of the branded products or services, the role of brand in the purchase decision process and the strength of the brand to continue to secure earnings for the company.

Technology brands claim the majority of the top ten spots but not necessarily in the order you might think. IBM remains at number two for the second year in a row and I found that surprising. I also was surprised to see Apple at 17 up from 20 but still way under Microsoft (3), Intel (7) and even HP (10). Google jumped up to number four on the list, a 36% increase over last year. McDonalds (6) and Disney (9) claim the other two non-techie spots.

A number of popular brands dropped to lower spots on the list this year including Toyota who dropped from 8 to 11. Dell, Nintendo, Nokia and GE all took hits and for some odd reason (can anyone clue me in?) Harley-Davidson dropped from 73 to 98.

BP fell off the list completely thanks to their giant oops and that let Shell climb up a few notches.

The economy may be bad, but all of the luxury brands, Cartier (#77), Armani (#95), Louis Vuitton (#16), Gucci (#44), Tiffany & Co (#76) and Hermes (#69), climbed up the charts this year.

New additions to the list include Jack Daniels, Corona, Johnnie Walker and Heineken – all of which beat out Campbell’s, who apparently wasn’t “mm mm good” enough this year.

Says Jez Frampton, group chief executive at Interbrand:

“2010 was the beginning of a long road back towards economic recovery.  From real-time customer feedback through social media to increased transparency about corporate citizenship, brands were faced with a profound change in the way they relate to customers and demonstrate their relevance and value. Despite this new paradigm of brand management, the advantages of building a solid brand remain the same.”

Here’s a look at the full list. The top is pretty predictable, but take a long look at the brands that landed around 30 and down. Some are age old brands, and others have been around for less than a decade. What they all have in common though, is a clear image, a reputation for excellence in their field and either a timelessness or the ability to adapt with the changing market. Is your brand on this list?

Interbrand’s Annual Ranking of the Best Global Brands For 2010

2010 / 2009 Brand

1 1   COCA-COLA
2 2   IBM
3 3   MICROSOFT
4 7  GOOGLE
5 4   GE
6 6   MCDONALD’S
7 9  INTEL
8 5   NOKIA
9 10   DISNEY
10 11   HP
11 8   TOYOTA
12 12   MERCEDES-BENZ
13 13   GILLETTE
14 14   CISCO
15 15   BMW
16 16   LOUIS VUITTON
17 20  APPLE
18 17   MARLBORO
19 19   SAMSUNG
20 18   HONDA
21 21   H&M
22 24   ORACLE
23 23   PEPSI
24 22   AMERICAN EXPRESS
25 26   NIKE
26 27   SAP
27 25   NESCAFÉ
28 28   IKEA
29 37   JP MORGAN
30 30   BUDWEISER
31 31   UPS
32 32   HSBC
33 33   CANON
34 29   SONY
35 34   KELLOGG’S
36 43   AMAZON.COM
37 38 GOLDMAN SACHS
38 39   NINTENDO
39 40   THOMSON REUTERS MEDIA
40 36   CITI
41 35   DELL
42 42   PHILIPS
43 46   EBAY
44 41   GUCCI
45 44   L’ORÉAL
46 48   HEINZ
47 45   ACCENTURE
48 50   ZARA
49 47   SIEMENS
50 49   FORD
51 52   COLGATE
52 57   MORGAN STANLEY
53 55   VOLKSWAGEN
54 63  BLACKBERRY
55 54   MTV
56 53   AXA
57 58   NESTLÉ
58 60   DANONE
59 56   XEROX
60 61   KFC
61 NEW   SPRITE
62 62  ADIDAS
63 65   AUDI
64 67   AVON
65 69   HYUNDAI
66 64   YAHOO!
67 81   ALLIANZ
68 NEW   SANTANDER
69 70   HERMES
70 66   CATERPILLAR
71 71   KLEENEX
72 74   PORSCHE
73 75   PANASONIC
74 NEW   BARCLAYS
75 80   JOHNSON & JOHNSON
76 76   TIFFANY & CO
77 77   CARTIER
78 NEW   JACK DANIEL’S
79 82   MOËT & CHANDON
80 NEW  C REDIT SUISSE
81 92   SHELL
82 94   VISA
83 79   PIZZA HUT
84 78   GAP
85 NEW   CORONA
86 72   UBS
87 86   NIVEA
88 95   ADOBE
89 84   SMIRNOFF
90 NEW   3M
91 88   FERRARI
92 NEW   JOHNNIE WALKER
93 NEW   HEINEKEN
94 NEW   ZURICH
95 89   ARMANI
96 91   LANCÔME
97 90   STARBUCKS
98 73   HARLEY-DAVIDSON
99 100   CAMPBELL’S
100 98   BURBERRY

Interbrand’s 2010 Best Global Brands is available in full, along with expanded content and methodology, on Interbrand.com at http://www.thebestglobalbrands.com/.

Source: Interbrand

  • http://www.dbestdir.com John

    BP was sure to go down with their way of handling of the SPILL crisis. It is a just omission – they don’t deserve a place there.

  • http://www.seaquestdivecenter.net/ Anderrsen

    Awesome list ,but I just wanted to know what criteria they base on to get to the top ???

  • http://www.frankthinking.com Frank Reed

    “The economy may be bad, but all of the luxury brands, Cartier (#77), Armani (#95), Louis Vuitton (#16), Gucci (#44), Tiffany & Co (#76) and Hermes (#69), climbed up the charts this year.

    New additions to the list include Jack Daniels, Corona, Johnnie Walker and Heineken – all of which beat out Campbell’s, who apparently wasn’t “mm mm good” enough this year.”

    It’s because the economy is bad for those other than the hyper wealthy that the luxury brands do well and, as for the new additions, they are all for the rest of us who may be drinking more to forget that the economy sucks and no one is driving the bus ;-).

    Last bit. I think Nokia is falling because they have not joined the smartphone race and are being seen as a possible dinosaur in the age of mobile. Just my 2 cents.

    • Cynthia

      Drinking to forget MUST be the reason alcohol is on the rise on the list. If it was my list though, Dove and Ghiradelli would be in the Top Ten along with Ben & Jerry’s

  • http://used-towers.com/ Used Towers

    Wow, I didn’t expect Toyota to be that high on the list after all the issues they’d been having with their vehicles a while back.

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  • http://www.cube3marketing.com/digital Karl Barker

    I am surprised to see IBM 3rd and Apple all the way down in 20th…… this list cannot be right…. and google below microsft!!!! come on!!!

    As a digital agency in manchester we are always keen to see who is where, but this list must be questioned. :(