Valuable Brands: Insights from Interbrand's Top 100 Ranking for 2011

Strategic Insights -

As Interbrand recently announced its ranking of the top 100 brands for 2011, Coca-Cola maintained its position as the world's most valuable brand, with an attributed value of $71.8 billion. The top 7 brands remained unchanged from last year's ranking, with IBM, Microsoft, Google, GE, McDonald's, and Intel following closely behind. The top 100 brands listed have a combined value of over $1.8 trillion, with the IT/technology/electronics industries accounting for the largest total brand value.

Key Takeaways:

  • The top 7 brands in the ranking remained unchanged from last year, with Coca-Cola, IBM, Microsoft, Google, GE, McDonald's, and Intel holding the top spots.
  • The Apple brand experienced the most significant increase in brand value, rising by 58% to $33.4 billion and jumping from position 17 to 8 in the Interbrand ranking.
  • Nokia experienced a significant decline in brand value, falling from position 8 to 14 and dropping by 15% to $25 billion.
  • The majority of the top 100 brands consist of distinctive words, with only a few being descriptive phrases or marks.
  • Most of the top 100 brands are used with instantly recognizable logos or icons, which serve a distinguishing function and constitute brands of significant value.
  • Invented words are inherently distinctive and registrable, making them valuable for brand recognition and memorability.
  • Brands such as Google, Nike, and Xerox are examples of effective and memorable brands consisting of invented words.
  • Logos, icons, and slogans should be registered as trade marks to protect and maintain their value.

Statistics:

  • The total brand value of the top 100 brands is over $1.8 trillion.
  • 49% of the total brand value is attributed to American companies.
  • The IT/technology/electronics industries account for the largest total brand value.
  • The top financial services brand values include American Express, J.P. Morgan, HSBC, and Goldman Sachs, with a combined value of over $70 billion.
  • The top automotive brands by brand value include Toyota, Mercedes Benz, BMW, Honda, and VW, with a combined value of over $140 billion.

Sources:

  • Interbrand's ranking of the top 100 brands for 2011 (exact source not provided in the text)