Indiantelevision.com Team

(30 July 2007 8:09 pm)

MUMBAI: Coke, Microsoft and IBM are the top three global brands followed by GE and Finnish mobile giant Nokia, says an annual report on the best global brands published by Businessweek in association with consultancy Interbrand.

The report assigns a dollar value to each brand based on factors such as financial performance and brand strength. Interbrand's top ten includes Coke, Microsoft, IBM, General Electric, Nokia, Toyota, Intel, McDonald's, Disney and Mercedes-Benz.

No Indian or Chinese brand has yet made it to the 'Top 100 Brands' list. Asian brands that made it into the list include Japanese brands like Sony, Lexus, Panasonic, Nintendo, Canon and Honda.

Search giant Google, placed at No 20, is one of the fastest gainers on the league table. "Despite fears of Google’s growing power as it moves into services beyond search, the brand still appeals to consumers and businesspeople," said the survey about Google.

Commenting on Coca-Cola, the survey says, "Still No 1, but consumers’ shift from soda in the West has hurt Coke. Success with Coke Zero hasn't made up for Coca-Cola Classic’s continued loss of share."

To qualify for the 'Best Global Brands' list, each brand must derive at least one third of its earnings outside its home country, be recognizable outside of its base of customers, and have publicly available marketing and financial data. It ranked only individual brand names, not their portfolios.

Interbrand uses a combination of analysts’ projections, company financial documents, and its own qualitative and quantitative analysis to arrive at a net present value of those earnings.