BusinessWeek and Interbrand Annual Ranking of the 100 Best Global Brands
Coca-Cola retains the No. 1 spot; Google outpaces the pack for the second straight year
New York, New York, USA, July 26, 2007 — Google, Zara, Apple, and Nintendo are among this year’s top
gainers in BusinessWeek’s annual ranking of The Best Global Brands. For the seventh consecutive year,
BusinessWeek has teamed up with Interbrand, a leading brand consultancy, to publish a ranking of the
top 100 global brands by brand value.
Reviving even a storied brand isn’t easy once consumers have a negative perception of it. Just ask
Ford or Gap, which lost 19% and 15% of their brand value, respectively, in this year’s BusinessWeek/
Interbrand annual ranking of the 100 Best Global Brands. Even such perennial winners as Coca-Cola
(No. 1) can have trouble boosting their brand. The beverage giant claimed the top spot for the seventh
year in a row mostly because it is big and everywhere, but it failed to further grow its reputation
because its move into healthier drinks has yet to resonate.
Still, it’s possible to stage a brand comeback. Several such stories emerged in this year’s ranking.
While it’s tempting for a challenged brand to emulate the likes of Google (No. 20), Apple (No. 33), or
Starbucks (No. 88), doing so can seem audacious at best, delusional at worst. A potentially more useful
exercise: examining brands that have stumbled but recovered. Take Nokia Corp. (No. 5): The Finnish
giant realized its focus on making cheap handsets for the developing world was hurting in the U.S. and
Europe. Nokia released high-end phones aimed at both the consumer and business user and is showing
strength in emerging and mature markets alike.
BusinessWeek chose Interbrand’s methodology because it evaluates brand value in the same way any
other corporate asset is valued—on the basis of how much it is likely to earn for the company in the
future. 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. Interbrand
takes many ingredients into account when ranking the value of the Best Global Brands. Even to qualify
for the list, each brand must derive at least a third of its earnings outside its home country, be recognizable
outside of its base of customers, and have publicly available marketing and financial data.