Each year, Interbrand's the Best Global Brands generates increasing amounts of interest from companies and practitioners associated with brands.
In this current study of the top 100 companies, Toyota is number 6 overall and number one (of the top 11) in the automotive sector. Mercedes-Benz follows as #11, BMW is #13, Honda is #20, Ford is #49, Volkswagen is #53, Audi is #67, Hyundai is #72, Porsche is #75, Lexus is #90, and Ferrari is #93.
Google, Apple, Amazon.com, Zara and Nintendo are among this year’s top gainers in Interbrand’s annual ranking of The Best Global Brands, and not surprisingly, financial services giants Merrill Lynch, Citi and Morgan Stanley are among the companies that have slipped dramatically down the list.
Coca-Cola (No.1) remains the best global brand for the eighth year in a row. Yet, a notable shift in this year’s rankings was made by IBM, which took over the No. 2 position from Microsoft (No. 3). Google also moved into the top 10 brands, at No. 10, after ranking at No. 20 in 2007.
“The Best Global Brands 2008 ranking is a reflection of the global economy – the current credit crisis in the U.S., the growth of emerging markets and the increased emphasis on sustainability are all key trends that resulted in brands rising or failing on the list,” said Jez Frampton, Global CEO of Interbrand. “The increasing complexities of the global economy reinforce the importance of protecting and growing a brand. It is a company’s most valuable asset – and a far less volatile asset than others during a time of economic uncertainty.”
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