Microsoft has once again managed to grab a spot on top of the world, second only to Coca Cola. In terms of brand, Microsoft has increased its value by no less than 3%, while Coca Cola is on a descendant trend, dropping by the same value. The Redmond company owns the world's second place for the hottest brand according to an annual ranking compiled by BusinessWeek and Interbrand. Coca Cola accounts for the top position, and IBM ranked third, followed by GE, Nokia, Toyota, Intel, McDonald's, Disney and Mercedes for the top 10 positions.

"Even such perennial winners as Coca-Cola (No. 1) can have trouble boosting their brand. The beverage giant claimed the top spot for the seventh year in a row mostly because it is big and everywhere, but it failed to further grow its reputation because its move into healthier drinks has yet to resonate. Still, it's possible to stage a brand comeback. Several such stories emerged in this year's ranking," revealed BusinessWeek/Interbrand in the annual ranking of the 100 best global brands.

The Microsoft brand is worth approximately $59 million. And the continuous growth is an illustration of the fact that the company's recent releases of Windows Vista and the Office 2007 System together with the adjacent marketing campaigns did contribute to anchoring the position of the world's second hottest brand. By comparison Coca Cola's estimated worth is over $65 million. Microsoft's eternal rivals in both the world of software and in Internet advertising, Apple and Google ranked 33 and 20.

The Google brand has grown over 44% and is valued at almost $18 million, breaking into the top 20 in just a couple of years. Apple also increased its brand value by 21% and jumped from position 39 in 2006 to the 33 place this year, being estimated at more than $11 million. Google also jumped four places compared to 2006, while both Microsoft and Coca Cola conserved their respective positions.

"While it's tempting for a challenged brand to emulate the likes of Google (No. 20), Apple (No. 33), or Starbucks (No. 88), doing so can seem audacious at best, delusional at worst. A potentially more useful exercise: examining brands that have stumbled but recovered. Take Nokia Corp. (No. 5): The Finnish giant realized its focus on making cheap handsets for the developing world was hurting in the U.S. and Europe. Nokia released high-end phones aimed at both the consumer and business user and is showing strength in emerging and mature markets alike," BusinessWeek/Interbrand added.