Top 100 Brands
Which brand has top position?
When ranking the value of the Best Global Brands, Interbrand 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. The brand values are based on data collected during the 12 months prior to June 30, 2008. This means that more recent developments, including the troubles at Merrill Lynch and AIG, are not factored into the brand valuations.
For the eighth year in succession Coca-Cola remains the globe's top-valued brand, judged by three key criteria: that a brand must derive at least a third of its earnings outside its home country; be recognizable beyond its base of customers; and have publicly available marketing and financial data.
The 2008 data relegates Vista-hobbled Microsoft from second to third ranking, ousted by IBM thanks to its expanded services and outsourcing production beyond US shores. GE occupied fourth place fourth, courtesy of its Ecomagination communications program, and Nokia retains fifth place.
To view the complete one hundred best global brands 2008 listings click here.
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