Coke Remains No. 1 Global Brand

Coca-Cola, Apple and IBM lead Interbrand’s 13th annual Best Global Brands report. While Coca-Cola retained its #1 position, Apple jumped to #2 with stellar sales in both developed and emerging markets over the last year. Social media giant, Facebook (#69), enters the report after making headlines as the third largest IPO in US history, and Google (#4) experienced a 26% increase in brand value over the last year, exceeding rival Microsoft’s (#5) brand value for the first time in the history of Interbrand’s report.  

Interbrand, aleading brand consultancy, publishes its Best Global Brands report of the world’s 100 most valuable brands on an annual basis. Interbrand’s methodology - the first of its kind to be ISO certified – analyzes the many ways a brand touches and benefits an organization, from driving bottom-line business results to delivering on customer expectations. 
 
To develop its report, Interbrand examines the three key aspects that contribute to a brand’s value: 
• The financial performance of the branded products or service
• The role the brand plays in influencing consumer choice
• The strength the brand has to command a premium price, or secure earnings for 
the company
 
2012 OVERVIEW: Delivering Meaningful Brand Experiences Across All 
 
Touchpoints
 
Against the backdrop of continued global economic uncertainty, this year’s top 100  brands excelled in securing their market position and delivering more personal and  enriching experiences to consumers -- across geographies and platforms. 
 
“As global competition increases and many competitive advantages, like technology, become more short-lived, a brand’s contribution to shareholder value will only increase,” noted Jez Frampton, Interbrand’s Global Chief Executive Officer. “The world’s 100 most valuable brands are leading the way by listening to consumers, employees, and investors alike and delivering a seamless and holistic brand experience across an ever-evolving range of touchpoints.” 
 
In a fast-moving world where consumers’ offline and online brand experiences constantly intertwine, the leading brands are staying actively engaged, tapping into the inexorable rise of data and information in order to drive innovation across all industries. 
 
They are spending the time and money required to understand the role their brand plays in consumers’ lives – and they are strategically weaving their brand proposition into every interaction. 
 
Other beverage brands on the list included Pepsi at 22, Budweiser at 31, Nescafe at 35, Sprite at 66, Jack Daniel's at 81, Johnnie Walker at 83, Corona at 89, Sminroff at 90, Heineken at 92 and Moet & Chandon at 98.
 
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