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IBM, Microsoft, Google, Intel Top Worldwide Brand Study
Apple, Google and BlackBerry are biggest gainers in "brand value" in 2010.
IBM, Microsoft, Google and Intel have once again come in the top 10 of all worldwide brands according to brand consultancy firm Interbrand in company's study this year of "brand value." In fact, 6 of the 10 top brands in 2010 are now tech-related brands.
Coca-Cola once again comes in at No. 1, with IBM second and Microsoft third; the same exact results as in 2009 and 2008 (the tech giants were reversed in 2007). Google is now at No. 4 (up from No. 7 in 2009 and 2008), followed by GE and McDonald's, then Intel at No. 7 (up from No. 9 last year), Nokia at No. 8 (down from No. 5), followed by Disney, then a newcomer rounding out the top 10, HP (which was at No. 11 in 2009).
Other tech companies to make it in the top 30 include Cisco (14), Apple (17), Samsung (19), Oracle (22) and SAP (26).
BlackBerry was one of the biggest risers on the chart, climbing to No. 54 in 2010 from No. 63 last year. Apple was the chart's biggest overall gainer, gaining 37 percent in value over last year, while Google gained 36 percent, according to the study's authors.
Tech companies were also among the brands with the biggest decline in value: According to the study, Dell fell 14 percent and Nokia 15 percent. (The biggest overall brand decline on this year's chart was a non-tech brand, Harley Davidson, which plummeted 24 percent.)
Interbrand says it ranks the value of brands every year by considering factors such as customer loyalty, clarity of the brand, relevance, brand role and the overall financial performance of the company behind the brand.
The 2010 study's results can be found online here.
About the Author
Becky Nagel is the vice president of Web & Digital Strategy for 1105's Converge360 Group, where she oversees the front-end Web team and deals with all aspects of digital projects at the company, including launching and running the group's popular virtual summit and Coffee talk series . She an experienced tech journalist (20 years), and before her current position, was the editorial director of the group's sites. A few years ago she gave a talk at a leading technical publishers conference about how changes in Web browser technology would impact online advertising for publishers. Follow her on twitter @beckynagel.