The power of brands

Research firm Interbrand released its list of the best global brands for 2012. While it’s not a surprise to see Coca-Cola and Apple and the top of the list, I found it interesting that six of the top ten brands come from tech companies, as well as ten of the top twenty. Skimming through the list of 100, I was unfamiliar with only one brand.

Interbrand’s methodology looks at the ongoing investment and management of the brand as a business asset. Three key aspects that contribute to the assessment:

• The financial performance of the branded products or services.
• The role of brand in the purchase decision process.
• The strength of the brand.

Photo: Interbrand

And the Top Ten Best Global Brands are…

1. Coca-Cola
2. Apple
3. IBM
4. Google
5. Microsoft
6. GE
7. McDonald’s
8. Intel
9. Samsung
10. Toyota