retail news in context, analysis with attitude

BrandWeek reports that Coca-Cola, IBM and Microsoft have ranked first, second and third in Interbrand’s annual ranking of the 100 Best Global Brands, which is formulated based on what the company calls ““a unique methodology analyzing the many ways a brand touches and benefits an organization, from attracting top talent to delivering on customer expectation.”

According to the story, “Among other highlights, BP fell off the list and Hewlett-Packard jumped into the top 10 for the first time ... Toyota, No. 11 on the list, lost 16 percent of its value after its recall PR disaster earlier this year. However, it only fell three places. Goldman Sachs, despite its well-publicized troubles, actually rose from No. 38 to No. 37 ... Google’s brand value jumped 36 percent, making it a solid No. 4, while Intel (7) and HP (10) had a strong showing, as did Apple (17).”

Other notable inclusions: McDonald’s was ranked number six, Gillette was number 13, pepsi was number 23, ), Budweiser was number 30, and Kleenex was 71 - all in the same positions they had a year ago. Kellogg’s went from 34 to 35, went from 43 to 36, Heinz went from 48 to 46, Colgate from 52 to 51, Nestle from 58 to 57, Danone from 60 to 58, Johnson & Johnson from 80 to 75, and Starbucks from 90 to 97.
KC's View:
How does McDonald’s make the list and not Walmart? It makes no sense. Walmart has a name and brand equity that stands for something very specific, and that resonates around the world. Hard to believe it doesn’t make the top 100. Hard to believe it doesn’t make the top five.