What it takes to be a top global brand

Coca-Cola logo

TEXT OF STORY

Kai Ryssdal: Consider this a pop quiz of your consumer awareness level: What is the best brand in the world? We're measuring in part by dollar amounts here. What nameplate is worth the most to its company? But also, how much the brand helps a company attract talent and satisfy customers.

If you believe the company Interbrand, which came out with it's list of the top 100 global brands today, Coca-Cola's number one. IBM is second.

Marketplace... Well, Marketplace isn't on the list. But Marketplace's Jeremy Hobson has more from New York.


Jeremy Hobson: Let's start at the top. Why Coca-Cola? Well, Interbrand CEO Jez Frampton says the reason is without the brand, Coke is just cola.

Jez Frampton: Quite simply, you could say that if you were a soft drink manufacturer, owning that brand alone, without even the magical recipe, is worth a tremendous amount.

For Coke, $70 billion. Interbrand estimates value based on how the brand figures into purchase decision-making and how it stacks up against competitors.

One of the losers this year was Toyota. It fell three spots to number 11, after that whole accelerator thing.

Frampton: It dropped $5 billion in brand value, so if you look at it that way it fell quite a long way.

But not as far as BP. After the oil spill, the company didn't even make the list this year.

Frampton: And I think the big difference between them and Toyota was the way that they actually handled the problems that they had this year.

And here's a surprise: JPMorgan and Goldman Sachs did better than last year.

In New York, I'm Jeremy Hobson for Marketplace.

About the author

Jeremy Hobson is host of Marketplace Morning Report, where he looks at business news from a global perspective to prepare listeners for the day ahead.

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