Brand consultant Interbrand is out with its annual top 100 "Best Global Brands" ranking, with Coca-Cola topping the list for the eleventh straight year."
They are ruthlessly consistent in the way they deliver their brand," says Jez Frampton, group CEO at Interbrand. "They are a fantastic case study about how to do it properly. "
On the other hand, BP could be a case study in what not to do when it comes to managing a brand. In the wake of the Gulf spill, BP fell out of the top 100 rankings after being on the list for nine years.".
"We all know how they handled the tactical issues around the spill itself.
What they really haven't given us is a clear view to where BP is going in the longer term," Frampton says. "How would you feel right now as a BP employee?
Companies are only as good as the people that work for them. Giving a clear vision to people inside and out is very important to them right now."
In contrast to BP, Toyota was able to better manage its recall scandal, he notes, although the carmaker did drop to number 11 in the rankings vs. number 8 in 2009.
The Top 10 (value in millions)
1. Coca-Cola $70,452
2. IBM $64,727
3. Microsoft $60,895
4. Google $43,557
5. GE $42,808
6. McDonald's $33,578
7. Intel $32,015
8. Nokia $29,495
9. Disney $28,731
10. H-P $26,867
In contrast to BP, Toyota was able to better manage its recall scandal, he notes, although the carmaker did drop to number 11 in the rankings vs. number 8 in 2009.
The Top 10 (value in millions)
1. Coca-Cola $70,452
2. IBM $64,727
3. Microsoft $60,895
4. Google $43,557
5. GE $42,808
6. McDonald's $33,578
7. Intel $32,015
8. Nokia $29,495
9. Disney $28,731
10. H-P $26,867
by Aaron Task in Products and Trends, Banking, Mobile
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