Best Global Brands 2008

Every Year the INTERBRAND- a firm which has a specialization in valuating the brands lists the 100 global brands based on their brand strengths...

This year, the following ten companies are in the list....

Rank: 1 

Company: Coca Cola Inc 

Coca-Cola took the top spot among the Top 10 Global Brands 2008 for the eighth year in a row. 

Its sales surged in Asia, with Olympic sponsorship boosting its profile. But at the home front, the company continued to record sluggish sales.

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Rank: 2 

Company: IBM 

IT major International Business Machines (IBM) pushed ahead of Microsoft for the first change to the top four since at least 2001.

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Rank: 3 

Company: Microsoft Corporation 

Bill Gates brainchild Microsoft Corporation held the third position in 2008.

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Rank: 4 

Company: GE 

GE held onto fourth position among the Best Global Brands 2008.

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Rank: 5 

Company: Nokia 

Finnish telecom company Nokia was at no 5, amid all the iPhone buzz across the globe. Its reputation for quality put it far ahead of rivals in India and other emerging markets.

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Rank: 6 

Company: Toyota 

Car maker Toyota held the sixth position in the list of Top 10 Global Brands for 2008.

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Rank: 7 

Company: Intel 

The annual study on the hottest brands in the world showed that tech companies put on the strongest showing while financial companies were the weakest.

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Rank: 8 

Company: McDonald's 

To qualify for inclusion in the Best Global Brands 2008 list, each brand must derive at least a third of its earnings outside its home country, be recognisable outside of its base of customers, and have publicly available marketing and financial data.

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Rank: 9 

Company: Walt Disney 

To capitalize on a consumer trend for marking important events with vacations, its parent the Walt Disney Co will offer free tickets to parkgoers in the US on their birthdays in 2009.

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Rank: 10 

Company: Google Inc 

Internet search engine Google jumped ten spots to reach at number 10 in the list of the Best Global Brands 2008. 

Google's brand value shot up by 43 per cent, from 21.9 billion dollars to 31.5 billion dollars. 

Method for valuation:

The Interbrand method for valuing brands is a proven, straightforward, and profound formula that examines brands through the lens of financial strength, importance in driving consumer selection, and the likelihood of ongoing branded revenue. 

Financial Analysis

Interbrand's approach to valuation starts by forecasting the current and future revenue specifically attributable to the branded products. 

All financial analysis is based on publicly available company information. Interbrand culls from a range of analysts' reports to build a consensus estimate for financial reporting.

Role of Brand Analysis
A measure of how the brand influences customer demand at the point of purchase is applied to the economic earnings to arrive at Branded Earnings.

For this study, industry benchmark analysis for the role the brand plays in driving customer demand is derived from Interbrand's database of more than 5,000 prior valuations conducted over the course of 20 years. 

In-house market research is used to establish individual brand scores against our industry benchmarks.

Brand Strength Score
This is a benchmark of the brand's ability to secure ongoing customer demand (loyalty, repurchase and retention) and thus sustain future earnings, translating branded earnings into net present value.