Interbrand’s 2010 Best Global Brands: Who’s In, Who’s Out


Interbrand has released its 2010 ranking of the world’s best global brands. The 11th annual assessment of the world’s most successful brands for the first time doesn’t include BP, which lost billions of dollars of value, and brand equity, due to the Gulf Oil spill.

BP‘s environmental disaster and inability to make good on its brand promise of ‘Beyond Petroleum’ led to its falling off the list and helped competitor Shell emerge as an industry leader,” Interbrand (the parent company of brandchannel) stated. As a result of BP’s fall from grace, Shell is now ranked 81—up from 92 last year—in this year’s standings.

Toyota, which also had a tough year in the wake of recall-related consumer mistrust, lost 16% of its brand value and fell out of the top 10, dropping from 8 to 11 as “its long-standing reputation for reliability, efficiency and innovation helped it weather the crisis better than expected.

Goldman Sachs, “once the envy of Wall Street,” increased one position (from 38 to 37) and saw its brand valuation rise 1%. The financial services giant “faces the dichotomy of strong economic results and an angry public that will continue to lash out until the company begins to demonstrate that it is making sincere efforts to better align its ethics with its brand.”

HP cracked into the top 10, making #10 “despite a challenging year” and for “smart additions to its product portfolio.” Other tech brands, meanwhile, dominated the top five fastest gaining brands.[more]

The 2010 Best Global Brands fastest gainer is Apple, which rises from 20 to 17 with a 37% increase in its brand valuation this year. Despite the technical issues that hindered the rollout of the iPhone 4, the brand that Steve Jobs built still managed to rise this year “through carefully controlled messaging and an endless wave of buzz surrounding new product launches,” most notably, the successful launch of the iPad.

The second-fastest gainer: Google, moving from 7 to 4 with a 36% rise in brand value; followed by BlackBerry (jumping from 63 to 54) with a 32% rise; JPMorgan Chase (37 to 29) with a 29% increase; and Allianz, up 28% and moving from 81 to 67.

While Coca-Cola continues its reign as #1 global brand overall this year, it’s technology brands that dominate the 2010 results, with IBM (#2), Microsoft (#3), Google (#4), Intel (#7), and HP (#10) earning top 10 positions.

The top five losers in this year’s ranking: Harley-Davidson, down 24% in brand valuation (and sliding to 98 from 73 last year); Toyota, down 16%; Nokia, down 15% (dropping from 5 to 8 this year); Dell, down 14% (from 35 to 41); and Citi, down 13% (and slipping from 36 to 40 in the Interbrand rankings).

New entrants this year: Sprite (debuting at 61), financial services brand Santander (68), Barclays (74), Jack Daniel’s (78), Credit Suisse (80), Corona (85), 3M (90), Johnnie Walker (92), Heineken (93), and Zurich (94).

Exiting the ranking this year (and their ranking last year): Wrigley (51), Chanel (59), Rolex (68), BP (83), Duracell (85), Prada (87), Burger King (93), Lexus (96), Puma (97), and Polo Ralph Lauren (99).

Interbrand has released its list of the world’s 100 most valuable brands since 1999, determining its rankings based on financial performance, the brand’s role in driving purchase decisions, and the brand’s strength in securing earnings for the company.

Visit for more details on this year’s list, including interviews with the strategists guiding Best Global Brands including Adidas, Gucci, HP, SAP, Bayer, Allianz and more.