Corporate Eye

Interbrand Announces 100 Best Global Brands 2008

For the eighth consecutive year, Coca-Cola tops the list of the best global brands in 2008.

Each year, Interbrand ranks global brands and puts together a list of the 100 best global brands.  While most of the results tend to remain relatively unchanged each year, the 2008 list shows some big jumps and some huge falls.  As you’d expect, financial services companies such as Citigroup and Merrill Lynch saw double digit percentage losses on the list, while brands like Google and Apple jumped double digits. 

It’s interesting to look at where the companies on the list of the top 100 global brands originate from and what industries they’re in.  For example, 3 out of the top 10 are in the computer hardware or software business with a fourth in the internet services business.  Together, computer-related business make up 40% of the top 10 best global brands in the 2008 list. 

Check out the top 10 best global brands in 2008 according to Interbrand below:

  1. Coca-Cola
  2. IBM
  3. Microsoft
  4. GE
  5. Nokia
  6. Toyota
  7. Intel
  8. McDonald’s
  9. Disney
  10. Google

60% of the 10 brands whose brand value dropped the most in 2008 according to the Interbrand list of the best global brands are in the financial services industry:

  1. Merril Lynch: -21%
  2. Gap: -20%
  3. Morgan Stanley: -16%
  4. Citigroup: -14%
  5. Ford: -12%
  6. UBS: -11%
  7. Motorola: -10%
  8. Yahoo: -9%
  9. AIG: -6%
  10. JP Morgan: -6%

Conversely, 60% of the brands whose brand value increased the most in 2008 according to the Interbrand list of the best global brands are in the computer or internet industries:

  1. Google: +43%
  2. Apple: +24%
  3. +19%
  4. Zara: +15%
  5. Nintendo: +13%
  6. SAP: +13%
  7. Cisco: +12%
  8. Oracle: +11%
  9. Audi: +11%
  10. Cartier: +10%

The seven newcomers on the 2008 list of the best global brands are:

  • H&M: Rank 22
  • Blackberry: Rank 73
  • Ferrari: Rank 93
  • Giorgio Armani: Rank 94 
  • Marriott: Rank 96
  • FedEx: Rank 99
  • VISA: Rank 100

What do you think of Interbrand’s list of the 100 best global brands in 2008?  Frankly, I find it a bit boring with the same cast of characters year after year.  Even with the financial services industry doing extremely poorly, financial services brands remain strong enough to be in the top 100 global brands.  It’s time for a shake up on this list.

Your thoughts?

Image: Flickr

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Susan Gunelius is the author of 10 marketing, social media, branding, copywriting, and technology books, and she is President & CEO of KeySplash Creative, Inc., a marketing communications company. She also owns Women on Business, an award-wining blog for business women. She is a featured columnist for and, and her marketing-related articles have appeared on websites such as,,, and more. She has over 20 years of experience in the marketing field having spent the first decade of her career directing marketing programs for some of the largest companies in the world, including divisions of AT&T and HSBC. Today, her clients include large and small companies around the world and household brands like Citigroup, Cox Communications, Intuit, and more. Susan is frequently interviewed about marketing and branding by television, radio, print, and online media organizations, and she speaks about these topics at events around the world. You can connect with her on Twitter, Facebook, LinkedIn, or Google+.

Boring to spend a lot of time on but interesting to see who’s gone up, who’s gone down, and who is new on the list (like H&M).

Even though Merrill Lynch’s ranking has understandably gone down substantially, Dr. Tantillo (‘the marketing doctor’ who has a branding blog.) did a recent post on the Merrill Lynch acquisition by B of A, asserting the importance of Preserving Merrill Lynch’s brand (name)–because in the eyes of most people, it is still a strong brand name: “The companies can still reap all the benefits of merging (back office efficiencies, etc.) while profiting from the value of separate brands.  From my perspective ML becomes a superbrand —the advantages of great street cred (ML), along with the stability of a great bank brand— BOA.”

Here’s a link to Tantillo’s full post.

Please can you tell me why don’t have General Motors in your lists (2006-2008) because I can,t believe that GM don’t have a place in this lists,
explain that to me please? And interesting me where is JVC (Victor co. of Japan) – his Rank?

Dear Aleskandar, as far as i have seen the balance sheets of GM, it has been making losses since 2005 and from 2006 company has been having assets lesser than the liabilities and it had been decreasing since then till its liquidation. So i dont see any point in GM getting in this list.

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