Interbrand just released its 11th annual ranking of the 100 Best Global Brands. The company uses a very respected methodology analyzing the many ways a brand touches and benefits an organization, from attracting top talent to delivering on customer expectation.
Three key aspects contribute to a brand’s value; the financial performance of the branded products or services, the role of brand in the purchase decision process and the strength of the brand to continue to secure earnings for the company.
Iconic brand Harley-Davidson dropped nearly 24% (the most out of all the Interbrand 100 companies), falling from 76th on 2009 rankings to 98th in 2010 (risking to be dropped from the top 100 in 201 and losing over a billion dollars in brand value in the process. For the 11th year straight, Coca-Cola retains its #1 spot as the number one ranked brand on the list, then # 2 is IBM, # 3 Microsoft, # 4 Google.