Coca Cola has once again been proclaimed the best brand in the world, after it managed to keep the top spot in the annual InterBrand top 100. This is despite the overwhelming dominance of technology brands, which occupy four of the top five positions, Marketing Week reports.
Apple has achieved the biggest move ahead, climbing to number two from number eight last year, after improving its brand value by a massive 129%. Apple overtook IBM, which holds on to the third place with an 8% rise in brand value. Google is at number four, after succeeding in boosting its brand value by 26%. For the first time in the InterBrand ranking´s 13-year history Google has overtaken Microsoft, which closes the top five.
Another brand that has climbed the rankings over the past 12 months is Amazon, which has gained six positions, adding 40% to its brand value and finishing at number 20. Sales of Kindle Touch and Kindle Fire can explain much of the improved positioning of the online retailer, Marketing Week notes.
This year´s highest new entry is Pampers, owned by Procter & Gamble, which lands directly at number 34. Experts believe that this flying start for Pampers in the top 100 can be put down to social media campaigns and loyalty programmes that the brand has been engaged in recently.
On the downside, Nokia lost 16% of its brand value to stand at number 19, down from 14 last year. HP also slumped five positions and ended up at number 15.
Commenting on this year´s rankings, Jez Frampton, InterBrand´s global chief executive officer, says that brand value is essential at a time of fierce competition and consumer savvy and the brands that are present in the top 100 have managed to provide consumers with an excellent all-round customer experience.