Interbrand released its top 100 global brands of 2011 report, and Coca-Cola took the top spot for the 12th year running with the brand valued at $71.9 billion. IBM came in second, and Microsoft rounded out the top three.
When it comes to the biggest brand value gain — Apple stole the title with a 58% increase in brand value. Amazon also performed well with a 32% jump in brand value, and Google experienced a 27% increase.
On the flip side, big losers in terms of brand value on the 2011 list include Nokia, which experienced a 15% decrease in brand value, and Nintendo, which suffered from increased competition leading to a 14% drop in brand value.
The breakdown of brands by sector in the list of the top 100 global brands is as follows:
- Electronics = 14 brands
- Financial Services = 14 brands
- Automotive = 12 brands
- FMCG = 11 brands
- Alcohol = 7 brands
- Luxury = 7 brands
- Business Services = 5 brands
- Diversified = 5 brands
- Internet Services = 4 brands
- Beverages = 4 brands
- Restaurants = 4 brands
- Apparel = 3 brands
- Media = 3 brands
- Computer Software = 2 brands
- Sporting Goods = 2 brands
- Energy = 1 brand
- Home Furnishings = 1 brand
- Transportation = 1 brand
The top 100 global brands are primarily American brands. When looking at brand value by region, 52 of the brands on the list are from the Americas, 38 brands are from Europe and Africa, and 10 brands are from Asia Pacific.
Interbrand develops its annual global brand ranking report by evaluating brand financial performance, the brand’s effect on consumer purchase decisions, and the brand’s strength relative to its ability to continue earning money for the company in the future.
The leading 50 brands in the top 100 global brands of 2011 according to Interbrand are:
- Coca-Cola = $71.9 billion
- IBM= $69.9 billion
- Microsoft = $59.0 billion
- Google = $55.2 billion
- GE = $42.8 billion
- McDonald’s = $35.6 billion
- Intel = $35.2 billion
- Apple = $33.5 billion
- Disney = $29.0 billion
- Hewlett-Packard = $28.5 billion
- Toyota = $27.8 billion
- Mercedes-Benz = $27.4 billion
- Cisco = $25.3 billion
- Nokia = $25.1 billion
- BMW = $24.6 billion
- Gillette = $24.0 billion
- Samsung = $23.4 billion
- Louis Vuitton = $23.2 billion
- Honda = $19.4 billion
- Oracle = $17.3 billion
- H&M = $16.5 billion
- Pepsi = $14.6 billion
- American Express = $14.6 billion
- SAP = $14.5 billion
- Nike = $14.5 billion
- Amazon.com = $12.8 billion
- UPS = $12.5 billion
- J.P. Morgan = $12.4 billion
- Budweiser = $12.3 billion
- Nescafe = $12.1 billion
- Ikea = $11.9 billion
- HSBC = $11.8 billion
- Canon = $11.7 billion
- Kellogg’s = $11.4 billion
- Sony = $9.9 billion
- eBay = $9.8 billion
- Thomson Reuters = $9.5 billion
- Goldman Sachs = $9.1 billion
- Gucci = $8.8 billion
- L’Oreal = $8.7 billion
- Philips = $8.7 billion
- Citi = $8.6 billion
- Dell = $8.3 billion
- Zara = $8.1 billion
- Accenture = $8.0 billion
- Siemens = $7.9 billion
- Volkswagen = $7.9 billion
- Nintendo = $7.7 billion
- Heinz = $7.6 billion
- Ford = $7.5 billion
You can see the complete top 100 global brands of 2011 list here, and read more about the methodology behind Interbrand’s annual brand ranking here.
What do you think about this list? Do any brands surprise you? Leave a comment and share your thoughts.
Image: Interbrand
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 Entrepreneur.com and Forbes.com, and her marketing-related articles have appeared on websites such as MSNBC.com, BusinessWeek.com, TodayShow.com, 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+.
