Consumer electronics brands dominate global rankings

By Patrick Avenell

NEW YORK, USA: Technology, appliance and consumer electronics brands have again dominated the Interbrand Best Global Brands rankings for 2010. There are some big winners in this year’s Top 100, whilst a couple of established brands have taken a hit over the last 12 months.

Interbrand, which claims to be the world’s largest brand consultancy firm, ranks brands annually based on “a unique methodology analysing the many ways a brand touches and benefits an organization, from attracting top talent to delivering on customer expectation”, according to a spokesperson.

The #1 global brand for 2010 is Coca-Cola, which has retained its position from 2009. From within the technology industry, IBM is the most valuable brand, at #2 overall. Also performing well are Microsoft (#3), Google (#4), GE (highest appliance and consumer electronics brand, at #5 overall) and Intel (#7).

In the general consumer electronics space, HP is at #10, Apple ranked #17 and Samsung was at #19. Also present were Canon (#33), Sony (#34), Nintendo (#38), Philips (#42) and Panasonic (#73). Somewhat surprisingly, LG failed to make the list.

The most valuable dedicated communications brand is Nokia (#8), followed BlackBerry at #54.

Retailers included on the list include Ikea (#28), Amazon.com (#36) and eBay (#43).

The biggest improvers on this list were Apple, Google and BlackBerry, whilst taking the biggest hit were Nokia and Dell.

It’s worth noting, perhaps as a gauge of how relevant or otherwise these rankings are, that Malboro, a brand dedicated to making a product that bears labels saying they kill its users, is ranked #18.

2010 Best Global Brands Top 10

1.    Coca-cola
2.    IBM
3.    Microsoft
4.    Google
5.    GE
6.    McDonalds
7.    Intel
8.    Nokia
9.    Disney
10.  HP

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