14 DAY TRIAL // BusinessWeek and Interbrand created the annual ranking of the global brands with Coca-Cola as a leader while the software giant Microsoft won the second place. The third place is received by IBM, followed by GE, Nokia and Toyota. What's interesting in this year's top is that the first four places are unchanged from the 2006 ranking while famous names such as Google and Yahoo are quite on low positions. For example, Google grew up a lot but won only 4 positions and is currently ranked as the 20th brand. In comparison with the Mountain View company, the rival Yahoo is placed on the 55 position after last year it had the same rank.
"Reviving even a storied brand isn't easy once consumers have a negative perception of it. Just ask Ford or Gap, which lost 19% and 15% of their brand value, respectively, in this year's BusinessWeek/ Interbrand annual ranking of the 100 Best Global Brands. 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," BusinessWeek and Interbrand wrote in the press release.
What's more interesting in this top is that even if the search giant Google grew up a lot, it is still outside the top 10 that shows us the most powerful brands in the entire world. The top 10 brands are quite relevant when it comes to the mother country because no less than 7 come from the US while Finland, Japan and Germany are each represented by one competitor.
Coca-Cola, the leader of the ranking recorded a loss of 3 points into its brand value which was decreased from $67.000 million in 2006 to $65.324 in 2007. In comparison, the Redmond company Microsoft showed a 3 points increase from $56.926 million to $58.709 million.