Interbrand, a consultancy firm, has published its 13th annual list of the best global brands. Besides seeing some shakeups at the top – Apple and Google unseated Coca-Cola (a company that has dominated the survey since its birth), the 100-item list features 14 automakers, most of which enjoyed double-digit gains in brand value.
Best Global Brands
Automakers fared extremely well in Interbrands' Best Global Brands 2011 Report. The study, which ranks the financial strength of all kinds of brands around the world, was topped by Coca-Cola, IBM, Microsoft, Google and General Electric. Most automakers either held fast or moved up in the top 100, with the exception of Ferrari, which fell from 91 to 99. Despite having a rough row to hoe these last two years, Toyota still leads the automaker pack on the list, sitting tight this year at number 11,
Interbrand uses a number of criteria to rank the world's top global, profitable, publicly-held brands – "global" meaning they operate on at least three continents, derive at least 30% of their income outside of their home market and no single market accounts for more than 50% of their income. Some of those stipulations are why you won't find companies like Mars or The BBC or even Wal-Mart on the list.