17 Sep 2010

Top again: Coca-Cola, IBM and Microsoft

1:16 pm on 17 September 2010

Coca-Cola, IBM and Microsoft have once again topped a list of the 100 most valuable global brands.

Technology firms performed well in this year's Interbrand survey, with Google jumping from seventh to fourth and Hewlett-Packard entering the top 10 for the first time.

Toyota, which suffered unprecedented recalls, slipped out of the top 10, while BP fell off the list entirely following the Gulf of Mexico oil spill.

The chief executive of Interbrand, Jez Frampton, says that that reflects the different approaches the companies took in handling the crises.

The Interbrand survey calculates a brand's value by the money it makes, how the brand status affects what consumers buy, and its future earning potential.