12th AnnualBest Global Brands Report
Coca-Cola claims the #1 spot; Luxury brands make a comeback;
Biggest-riser Apple enters the Top 10 for the first time
NEW YORK, New York -- October 4, 2011 — Coca-Cola (#1) takes the lead in Interbrand’s 2011 Best Global Brands report for the 12th consecutive year. Another
brand leader is Apple (#8). With a brand value that increased a staggering 58 percent, Apple is this year’s top riser
and, for the first time, it sits amongst the top 10 brands listed in Interbrand’s report.
Interbrand, a leading brand consultancy, produces its Best Global Brands report based on a unique methodology. The
methodology analyzes three key aspects that contribute to a brand’s value:
• The financial performance of the branded products or services
• The role of brand in the purchase decision process
• The strength of the brand to continue to secure earnings for a company
Due to the volatile markets and uncertain business climate that characterized 2011, brands are in the midst of adapting
to a new reality. “Uncertainty is the new status quo, so today’s brands need to be quick and nimble,” remarked Jez
Frampton, Interbrand’s Global Chief Executive Officer. “Consistency, relevance and commitment are imperative if a brand
is to keep pace in our rapidly changing world.”
This year’s Top 100 brands have demonstrated that, despite an erratic economic landscape, they are constantly listening,
flexing, evolving and innovating – all in an effort to meet the new needs of today’s consumer. “By refining digital
strategies and strengthening social networks, today’s most valuable brands are creating more relevant customer
engagements. These brands have seized opportunities to host richer, more tailored experiences, which, in turn, help
drive longer-term loyalty and value among consumers and partners alike,” noted Frampton.
TECHNOLOGY BRANDS DOMINATE IN 2011
This past year, technology brands continued to show sector-wide growth. Seven of the top 10 brands (IBM, Microsoft,
Google, GE, Intel, Apple and Hewlett-Packard), four of the five biggest risers (Apple, Amazon.com, Google and Samsung)
and the one of the few new entrants to the Best Global Brands report (HTC, the mobile device maker in Taiwan) all hail
from within the tech sector. A few highlights include:
• IBM (#2), one of the foremost global B2B companies, showed very strong performance this year. This underscores
the increasing importance of brand in the B2B space. A strong brand presence is not only crucial to driving sales at the
retail cash register, but also in driving business-to-business purchase decisions as well. IBM’s performance is also a
strong indicator that well-defined corporate citizenship strategies, like Smarter Planet, can become very valuable
• Amazon.com (#26) has become one of the world’s strongest brands in record time – jumping 32% in brand value
year-over-year. Much of Amazon’s recent success can be directly attributed to its strong sales of the Kindle and
e-books. By identifying a consumer need ahead of competitors and quickly developing the technology to meet that need,
Amazon managed to create a new revenue stream — one that bolstered both its original business model and,
correspondingly, its brand value.
• HTC (#98) made its first appearance in Interbrand’s Best Global Brands report this year. HTC, a company that
recently shifted from B2B to B2C, is focusing on increasing consumer awareness, establishing partnerships with more
established brands and enhancing its digital brand strategy – all of which make it a brand to watch in the year ahead.
AUTOMOTIVE BRANDS SHOW RESILIENCY
The past year was marked by remarkable growth in the auto industry, driven primarily by an economic recovery in classic
European markets, a resurgence of the US automotive industry and high demand for cars in China.
• Nissan Motor (#90), Japan’s second largest carmaker, returns to Interbrand’s Best Global Brands report for the
first time since 2007. Nissan was able to restock inventories faster than its competitors immediately following the
earthquake that devastated Japan last March. In doing so, Nissan exhibited great resiliency during a difficult time for
both the company and its home country -- and managed to increase its brand value as a result.
• Toyota (#11) retains its position as the #1 automotive brand in Interbrand’s 2011 report. Like Nissan, Toyota
exhibited great resiliency by increasing its brand value by 6%. Even though Toyota faced both an internal crisis (lack
of quality control in 2010) and an external crisis (Japan’s earthquake), it forged ahead by focusing on safety and
quality, modifying its leadership structure and capitalizing on its world-renown green efforts.
LUXURY BRANDS MAKE A COMEBACK
All luxury brands appearing in Interbrand’s report were able to increase their respective brand values by striking a
delicate balance in 2011: They each leveraged their iconic status and simultaneously engaged new consumers in unique and
• Corporations such as Louis Vuitton (#18), Gucci (#39), Hermès (#66), Cartier (#70), Tiffany (#73), Moët & Chandon (#77), Armani (#93) and Burberry (#95) all saw their respective brand values increase this year – a tremendous
business achievement considering the world’s tumultuous economic conditions. Each of these luxury brands put a renewed
focus on quality, craftsmanship and an increased emphasis on digital brand strategy.
• Most notably, Burberry (#95) increased its brand value by 20%, making the British luxury retailer one of the top
risers in this year’s report. While luxury brands performed well across the board, Burberry bested them all by focusing
on its core competencies in fashion, digital innovation and global expansion.
FINANCIAL SERVICES’ SLOW PATH TO RECOVERY
Following the 2008 financial crisis, certain financial brands continue to struggle – particularly those financial brands
based in the US. Legacy banking brands Citi (#42), Barclays (#79), Credit Suisse (#82) and UBS (#92) saw slight declines
in brand value in Interbrand’s 2011 report. Certain European-based financial institutions, however, saw brand values
climb five percent or more within the past year. Zurich (#94) from Switzerland, as well as Spanish banking giant
Santander (#68), all seemed deeply committed to restoring consumer trust and reestablishing strong business ethics.
Interbrand’s full 2011 Best Global Brands report is available (along with expanded content and methodology), on both
www.Interbrand.com and www.BestGlobalBrands.com