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Coke retains top spot for 6th year in BusinessWeek-Interbrand Global Brand Rankings

02-August-2006
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Coke retains top spot for 6th year in BusinessWeek-Interbrand Global Brand Rankings

‘Always Coca-Cola’. Controversies apart, the beverage brand remains the world’s top brand according to an annual ranking published by BusinessWeek and global consultancy Interbrand. The Coca-Cola Company’s flagship brand has been ranked No. 1 every year since the study debuted in 2001.

Interbrand now estimates brand Coca-Cola’s value at $67 million, a 1 per cent drop from 2005.

The ‘Best Global Brands 2006’ report is now available at www.businessweek.com and will be featured in the magazine’s August 7 issue.

According to Interbrand CEO, Jez Frampton, the majority of the 100 companies on the ‘Best Global Brands 2006’ list were “proactively managing their businesses through a brand lens”.

“They have recognised that their brand should be the central organising principle, given the incredible value they represent,” Frampton said in a press release. “The need to measure and manage brand performance continues to be a critical priority for senior management as evidenced by the incredible interest shown in this ranking.”

Rank
Brand
Country of origin
Sector
2006 Brand Value ($m)
Change in brand value
 Coca-Cola
 US
 Beverages
67,000
-1%
 Microsoft
 US
 Computer Software
56,927
-5%
 IBM
 US
 Computer Services
56,201
5%
 GE
 US
 Diversified
48,907
4%
 Intel
 US
 Computer Hardware
32,319
-9%
 Nokia
 Finland
 Telecoms Equipment
30,131
14%
 Toyota
 Japan
 Automotive
27,941
13%
 Disney
 US
 Media
27,848
5%
 McDonald’s
 US
 Restaurants
27,501
6%
10 
 Mercedes
 Germany
 Automotive
21,795
9%

Interbrand calculates brand value as the net present value of the earnings the brand is expected to generate and secure from July 1, 2005 to June 30, 2006.

To be considered, the brands must have a minimum brand value of $2.7 billion, generate approximately one-third of their earnings outside of their home country, produce publicly available marketing and financial data, and have a wider public profile beyond their direct customer base.

Google (rank No. 24) was the biggest mover on this year’s list, gaining 46 per cent in brand value over 2005. Nokia (rank No. 6), Starbucks (rank No. 91) and eBay (rank No. 47) also saw their values increase significantly, while Gap, Ford and Kodak slid in the rankings.

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