Coca-Cola has retained the top spot on the Interbrand 2011 Best Global Brands list for the twelfth year in a row, though Apple’s brand value rose most sharply of all brands.
The top ten brands on the list were Coca-Cola, IBM, Microsoft, Google, GE, McDonald’s, Intel, Apple, Disney and HP.
According to Interbrand, Apple was the year’s top riser, enjoying a 58 percent rise in brand value.
Interbrand ANZ CEO Damian Borchok said the list isn’t just a reflection of how brands are performing in terms of perceived brand success, but is also a valuable tool to detect how consumers are behaving, evolving and reacting to brands.
“More than ever, the economic climate, and consumer movement alike are demanding brands to be flexible, innovative and to explore social spaces they have never dared to before.”
Technology brands dominated the top ten, which Interbrand believes is a result of their responsiveness to consumer demand and their ability to listen to customer insights to guide product development.
Toyota was the number one car brand in the list, sitting at number 11, though financial brands continue to struggle, especially those in the US. Citi (#42), Barclays (#79), Credit Suisse (#82) and UBS (#92) saw slight declines in brand value.
