FDBusiness.com

Coca-Cola has retained its leadership of Interbrand’s 11th annual ranking of the ‘Best Global Brands’ beating off competition from the likes of IBM, Microsoft and Google. This is the eleventh consecutive year that Coca-Cola has earned the distinction of being the world’s most valuable brand. Coca-Cola was valued by Interbrand at $70.45b, up 2% on the previous year.

A total of 16 food and drink brands featured in the top 100. Ranked 23rd overall with a brand value of $14.6b, a rise of 3%, Pepsi was the second ranked food and beverage product. Nescafe, with brand value down 4% to $12.8b, was the next highest, followed closely by Budweiser, up 4% to $12.3b.

Other food and beverage brands to make Interbrand’s top 100 league table in descending order were: Kellogg’s (+6% to $11.0b), Heinz (+4% to $7.5b), Nestle (+4% to $6.5b), Danone (+7% to $6.4b), Sprite (no change at $5.8b), Jack Daniels (flat at $4.0b), Moet & Chandon (up 7% to $4.0b), Corona (static at $3.8b), Smirnoff (down 2% to $3.6b), Johnnie Walker (no change at $3.6b), Heineken (flat at $3.5b) and Campbell’s (up 5% to 3.2b), which was ranked 99th overall.

Only Nescafe and Smirnoff actually declined in brand value.

Interbrand, the leading brand consultancy, publishes the ranking of the top 100 brands based on a unique methodology analysing the many ways a brand touches and benefits an organisation, from attracting top talent to delivering on customer expectation. Three key aspects contribute to a brand’s value – the financial performance of the branded products or services, the role of brand in the purchase decision process and the strength of the brand to continue to secure earnings for the company.