Sponsored by:

Comment, blog & share photos

Log in | Become a member
The Honolulu Advertiser
Posted on: Monday, July 30, 2001

Coca-Cola still world's No. 1 brand

Bloomberg News

ATLANTA — Coca-Cola Co., the largest maker of soft drinks, remained the world's most valuable brand for the third straight year, followed closely by software maker Microsoft Corp., according to a report by Omnicom Group Inc.'s Interbrand unit.

In an effort to remain at the top, Coca-Cola is spending an additional $300 million to $400 million in marketing this year to revive lagging soft-drink sales and rebuild its focus for consumers.

Meanwhile, Ford Motor Co. lost 17 percent of its brand value after fatal crashes were linked to Firestone tires on Ford's Explorer sport-utility, though it remained the eighth-most-valuable brand in the world, the report said.

Technology and Internet companies including Intel Corp., Hewlett-Packard Co., Cisco Systems Inc., Yahoo! Inc. and Amazon.com Inc. had the greatest decline in brand value in the past year amid a slowing U.S. economy, the report said.

 •  The top 10 brands this year are:
  1. Coca-Cola Co.
  2. Microsoft Corp.
  3. International Business Machines Corp.
  4. General Electric Co.
  5. Nokia Oyj
  6. Intel Corp.
  7. Walt Disney Co.
  8. Ford Motor Co.
  9. McDonald's Corp.
  10. AT&T Corp.
Microsoft and International Business Machines Corp. remained stable as the No. 2 and No. 3 brands worldwide because they are more established, the report said.

Interbrand, based in New York, is a branding and consulting agency that ranks more than 2,300 company brands by reviewing customer demand and company earnings.

Shares of Atlanta-based Coca-Cola fell 21 cents to $44.79 on Friday. They have fallen 26 percent in the past year.