Best Global Brands survey: Top 100

Google has made it’s debut in Interbrand’s Best Global Brands top ten this year, but has failed to knock Coca-Cola from its top spot.

Coke remains in the prime position for the eighth year in a row, while Google made its debut in the top ten, coming in the tenth spot after ranking number 20 last year.

Google has grown in brand value by 43 per cent since 2007 making it the biggest gainer in this year’s list.

Amazon.com, Zara and Nintendo are also among this year’s top gainers while financial services giants Merrill Lynch, Citi and Morgan Stanley were among the companies that have slipped dramatically down the list owing to the credit crunch and drop in mortgage lending.

However, some strong industry leaders have survived such as HSBC (27) and credit card companies Visa (a new entrant to the list at 100) and American Express (15), which have all been able to transcend the credit crisis due to their trusted brands.

Also beating the crunch, the luxury sector has seen many brands make the top 100 including Louis Vuitton (16) and Gucci (45). Interbrand attributes this to emerging markets in Asia and India.

Companies such as Porsche (75), Ferrari (93) and Prada (91), all new entrants, have experienced great success in the world’s emerging markets.

Other notable shifts in this year’s rankings were IBM, which took over the second position from Microsoft, which came in at number three.

Jez Frampton, global chief executive of Interbrand, said, “The Best Global Brands 2008 ranking is a reflection of the global economy – the current credit crisis, the growth of emerging markets and the increased emphasis on sustainability are all key trends that resulted in brands rising or failing on the list.

“The increasing complexities of the global economy reinforce the importance of protecting and growing a brand. It is a company’s most valuable asset – and a far less volatile asset than others during a time of economic uncertainty.”

Brands that fell significantly on the 2008 list include Ford (49) and Gap (77). While notable newcomers include H&M (22), Thomson Reuters (44), Giorgio Armani (94), Marriott (96) and FedEx (99).

Frampton added, “In troubled economies business doesn’t cease. Companies may struggle, but the practice of buying and selling continues no matter what. Many of the Best Global Brands know this and come through these difficult times stronger and better poised to compete. The key to success, in good times and bad, is understanding how your brand creates value.”