Interbrand publishes the 100 Best Global Brands of 2011


Coca-Cola is once again the number 1 brand in the world.

After much anticipation, Interbrand announced the 2011 Best Global Brands ranking with Coca-Cola in the first spot for the twelfth consecutive year and brands such as Apple and Amazon as top risers with their astonishing growth during the past months. With massive growth across the sector, technology dominated the list, with 7 out the top 10 brands coming from this industry- IBM, Microsoft, Google, GE, Intel, Apple and Hewlett-Packard.

Damian Borchok, CEO of Interbrand Australia and New Zealand said: "Interbrand's Best Global Brands report is a reflection not only on how brands are performing in terms of their perceived brand success, it is also an invaluable tool for to detect how consumers are behaving, evolving and reacting to brands. More than ever, the economic climate and consumer movement alike are demanding brands to be flexible, innovative and to explore social spaced they never dared to before."

According to Interbrand, there 10 factors that are present in these leading brands, which are:

Internal Factors:

  • Clarity
  • Commitment
  • Responsiveness
  • Protection

External Factors:

  • Relevance
  • Authenticity
  • Differentiation
  • Consistency
  • Presence
  • Understanding

Interbrand's method of selecting the brands entails taking into account the different ways it affects the organizations- from customer expectations, financial performance of its products or services, the role of the brand in the purchase decision process and its strength.

Jez Frampton, Global Chief Executive of Interbrand, introduced the ranking by saying: "Brands increasingly need to be quick and nimble- flexing to stay one step ahead of the change happening all around them. And it isn't just about speed, it's about consistency and accuracy in response to the social media connected and hyper-aware marketplace...

Your customers interpret your brand as a result of every interaction; from culture to product, from environment to communications."

To view the complete report on each brand, the Interbrand methodology, trends and sector overviews, click here.

Source: Interbrand


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