It’s out.
Interbrand’s List of 2010 World’s Best Brands. Coca-Cola retains its top spot as the number one ranked brand on the list.
A number of prominent brands faced extraordinary crisis in 2010 resulting in stalled growth, value loss and in the case of BP, failure to make the ranking this year. BP’s environmental disaster and inability to make good on its brand promise of “Beyond Petroleum” led to it falling off of the list and helped competitor Shell emerge as an industry leader.
Although the Toyota (#11) recall caused the brand to lose -16% of its brand value, its long-standing reputation for reliability, efficiency and innovation helped it weather the crisis better than expected.
Goldman Sachs (#37) was once the envy of Wall Street, but now faces the dichotomy of strong economic results and an angry public that will continue to lash out until the company begins to demonstrate that it is making sincere efforts to better align its ethics with its brand.
See more or compare rankings over time at Interbrand or if you’re in a screaming hurry, here they are in order:
| 1. |  |
Coca-Cola |
| 2. |  |
IBM |
| 3. |  |
Microsoft |
| 4. |  |
|
| 5. |  |
GE |
| 6. |  |
McDonalds |
| 7. |  |
Intel |
| 8. |  |
Nokia |
| 9. |  |
Disney |
| 10. |  |
HP |
| 11. |  |
Toyota |
| 12. |  |
Mercedes Benz |
| 13. |  |
Gillette |
| 14. |  |
Cisco |
| 15. |  |
BMW |
| 16. |  |
Louis Vuitton |
| 17. |  |
Apple |
| 18. |  |
Marlboro |
| 19. |  |
Samsung |
| 20. |  |
Honda |
| 21. |  |
H & M |
| 22. |  |
Oracle |
| 23. |  |
Pepsi |
| 24. |  |
American Express |
| 25. |  |
Nike |
| 26. |  |
SAP |
| 27. |  |
Nescafe |
| 28. |  |
Ikea |
| 29. |  |
J.P. Morgan |
| 30. |  |
Budweiser |
| 31. |  |
UPS |
| 32. |  |
HSBC |
| 33. |  |
Canon |
| 34. |  |
Sony |
| 35. |  |
Kelloggs |
| 36. |  |
Amazon.com |
| 37. |  |
Goldman Sachs |
| 38. |  |
Nintendo |
| 39. |  |
Thomson Reuters |
| 40. |  |
Citibank |
| 41. |  |
Dell |
| 42. |  |
Phillips |
| 43. |  |
eBay |
| 44. |  |
Gucci |
| 45. |  |
L’Oreal |
| 46. |  |
Heinz |
| 47. |  |
Accenture |
| 48. |  |
Zara |
| 49. |  |
Siemens |
| 50. |  |
Ford |
| 51. |  |
Colgate |
| 52. |  |
Morgan Stanley |
| 53. |  |
VW |
| 54. |  |
Blackberry |
| 55. |  |
MTV |
| 56. |  |
AXA |
| 57. |  |
Nestle |
| 58. |  |
Danone |
| 59. |  |
Xerox |
| 60. |  |
KFC |
| 61. |  |
Sprite |
| 62. |  |
Adidas |
| 63. |  |
Audi |
| 64. |  |
Avon |
| 65. |  |
Hyundai |
| 66. |  |
Yahoo! |
| 67. |  |
Allianz |
| 68. |  |
Santander |
| 69. |  |
Hermes |
| 70. |  |
Caterpillar |
| 71. |  |
Kleenex |
| 72. |  |
Porsche |
| 73. |  |
Panasonic |
| 74. |  |
Barclays |
| 75. |  |
Johnson & Johnson |
| 76. |  |
Tiffany & Co. |
| 77. |  |
Cartier |
| 78. |  |
Jack Daniels |
| 79. |  |
Moet & Chandon |
| 80. |  |
Credit Suisse |
| 81. |  |
Shell |
| 82. |  |
Visa |
| 83. |  |
Pizza Hut |
| 84. |  |
Gap |
| 85. |  |
Corona |
| 86. |  |
UBS |
| 87. |  |
Nivea |
| 88. |  |
Adobe |
| 89. |  |
Smirnoff |
| 90. |  |
3M |
| 91. |  |
Ferrari |
| 92. |  |
Johnnie Walker |
| 93. |  |
Heineken |
| 94. |  |
Zurich |
| 95. |  |
Armani |
| 96. |  |
Lancome |
| 97. |  |
Starbucks |
| 98. |  |
Harley Davidson |
| 99. |  |
Campbells |
| 100. |  |
Burberry |
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Thanks for sharing the list. Interesting that none of the big telcos are here and none of the big retailers made the list either. I would have thought a brand like AT&T or maybe Vodafone for example would be here and a big retailer like Wal-Mart, Target or Woolworths.
Well spotted Harry. Banks are missing too. I just took a quick look at the 2010 Forbes Global 2000 List – AT&T is ranked #13 and Wal-Mart is in #14 place.
Wow nice list. I’m very suprised that face book and twitter arn’t in the top 100.
Good pick-up. Both Facebook and Twitter are MASSIVE. Wikipedia isn’t here either.