Interbrand: Coke still top dog

Singapore - According to a piece of research done by Interbrand commissioned by businessweek.com, Coca Cola still reigns supreme in 'The Best Global Brands 2008" awards'.

IBM pushed Microsoft off its second-placed throne leaving Microsoft at third. Google also did amazingly well this year moving up from 20th position to 10th.

However, oweing to the credit crunch many brands from the financial services sector like Merril Lynch (no 34) and Citi (no. 19) have dropped down compared to their 2007 placings.

"The Best Global Brands 2008 ranking is a reflection of the global economy - the current credit crisis in the U.S., the growth of emerging markets and the increased emphasis on sustainability are all key trends that resulted in brands rising or failing on the list. The increasing complexities of the global economy reinforce the importance of protecting and growing a brand. It is a company's most valuable asset - and a far less volatile asset than others during a time of economic uncertainty," Jez Frampton, global CEO of Interbrand, said.
 
Other brands that fell significantly include Ford (No. 49) and Gap (No. 77). Newcomers include H&M (No. 22), Thomson Reuters (No. 44), BlackBerry (No. 77), Giorgio Armani (No. 94), Marriott (No. 96), FedEx (No. 99) and Visa (No. 100).