Products have now turned into brands and because of this; companies are investing heavily in them so that their brand name can be recognized. There is nothing related to share of mind but now it’s all about share of heart. For this reason, branding plays the leading role.
Interbrands has just pointed out some of the most famous and popular brands and their rankings. In year 2010, we have Coca Cola and this year again; it has ranked number 1 with the highest brand equity and is ruling the world. This is not the first time when Coca Cola has ranked number 1.
Coca- Cola has been standing at the first place from the last decade. According to Interbrands, Coca Cola possesses a brand equity of $70 billion which has a rise of around 2% over a period of one year. IBM is still holding the second position in Top 100 brands of the world. It has also been showing a consistent and steady performance throughout the decade. IBM is a brand worth $64 billion; it stands second with the Interbrands ranking for year 2010. Within the last few years, IBM has risen to a certain level where it proved to have the ability to become one of the top brands in the world.
Another brand that stood 3rd on the ranking is the Computer Software providing US based company named as Microsoft. The brand has stood 3rd even in year 2009, and it’s the same in 2010. Microsoft is worth $60 billion with a 7% change in the brand’s value for year 2010.
Google, US based Internet service provider has managed to get itself at the 4th position this year having a 36% change in the brand value. This brand has risen despite of the global recession and has now a worth of $43 billion.
Recession has affected every single brand globally and they have turned out to be the biggest victims. There are numerous brand that have suffered a downfall and they are unable to retain their prior ranks and even have fallen down. The major victim according to Interbrands is the Citi group. The brand was ranked 19 in the Interbrands 2008 rankings. Because of the global recession, the brand’s value has fallen down to 40 in year 2010 with a downfall in brand value of -13%.
This branding list by Interbrands is being published every year. If you want to make your brand qualify for it, the brand should be publicly offering its financial data and also should be able to record at least 1/3 of its revenues from outside its country of origin. This is because it would be easy for them to measure the brand loyalty of such brand which are truly global in the actual sense. This is the reason why Wal-Mart does not exist here as it is not able to generate enough of its revenues internationally.