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Last Updated: Friday, 23 July, 2004, 15:19 GMT 16:19 UK
Coca-Cola is world's 'top brand'
Children drinking Coca Cola
The Coca Cola brand is well known across the world
Coca-Cola has held on to its position as the world's most valuable brand, according to a survey.

The soft drinks giant has an estimated brand value of $67.4bn (36.7bn), consultants Interbrand said.

But despite topping the international league, Coca-Cola saw its brand value slip by 4% from the previous year.

Software firm Microsoft took second place, with a brand value of $61.3bn. HSBC bank was the top placed British company, coming in at number 33.

Valued at $5bn, HSBC has risen four places from last year's ranking, thanks in part to a recent advertising campaign.

Tough competition

With 58 names in the top 100, US companies lead the way in the poll - taking eight of the top 10 spots.

THE WORLD'S TOP TEN BRANDS
Coca-Cola ($67.3bn)
Microsoft ($61.3bn)
IBM ($53.7bn)
GE ($44.1bn)
Intel ($33.4bn)
Disney ($27.1bn)
McDonald's ($25bn)
Nokia ($24bn)
Toyota ($22.6bn)
Marlboro ($22.1bn)

America's nearest rival is Germany, with nine names in the top 100, while the UK comes in fifth with five names.

Qualifying for the list is tough, with US supermarket giant Wal-Mart, payment card group Visa and confectionary firm Mars all missing out on a place.

That was because they failed to qualify in at least one of the following criteria:

  • The brand value must be worth at least $1bn.
  • It must derive at least a third of its income outside of its domestic market.
  • Its marketing and financial data must be publicly available.

Other UK names making it into the top 100 were media group Reuters (number 71), oil major BP (72), vodka maker Smirnoff (86) and Anglo-Dutch oil giant Shell (84).

Interbrand values brands using a system similar to that employed by stock market analysts.

However, the agency also takes into account 'softer' factors, such as customer perceptions and loyalty, when drawing up its list.

A spokesman for Interbrand said: "This year's rankings rewarded companies that build communities around products and services, creating 'cult brands' that enable customers to feel as if they own the brand".




SEE ALSO:
M&S voted Britain's 'top brand'
16 Jul 04 |  Business
Branding boosts 'beautiful game'
11 Jun 04 |  Business
Bubbly Coke beats profit forecast
21 Apr 04 |  Business
How fair trade hit the mainstream
02 Mar 04 |  Business


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