Coca-Cola Is Still World’s Most Valuable Brand. Harley-Davidson Ranking Is 100.

Each year, Interbrand ranks the 100 most valuable global brands. Ranking is based on several criteria taking into account all the many ways in which a brand touches and benefits its organization — from attracting and retaining talent to delivering on customer expectations. The final value can then be used to guide brand management, so businesses can make better, more informed decisions. There are three key aspects that contribute to the assessment: the financial performance of the branded products or services, the role of brand in the purchase decision process, and the strength of the brand. Coca Cola still number 1. Harley-Davidson ranks 100. See the full ranking table after the jump.

11 Responses to “Coca-Cola Is Still World’s Most Valuable Brand. Harley-Davidson Ranking Is 100.”

  1. 1 rebel Jan 17th, 2012 at 9:38 am

    not too shabby for an ex-bowling ball making / techno-dinosaur descendant.

  2. 2 Knucklehead Jan 17th, 2012 at 10:31 am

    In the top 100. Think of all the companys out there. Not bad. Yeah! Could be better. For all the nah say’ers go out and by one. You are on this site because we all like motorcycles. And most ALL of us are here because of Harley Davidson.

  3. 3 Dave Blevins Jan 17th, 2012 at 11:29 am

    I am pleased to see the entire top ten are American brands, and about half the remainder are American as well.
    Not too shabby.

  4. 4 Matt Jan 17th, 2012 at 2:08 pm

    Quite a fall from previous years but last place is still a place.

  5. 5 BobS Jan 17th, 2012 at 3:37 pm

    Harley fell from 98 to 100, but their engine designers held steady at 72! Lol. seems odd too that of the “Big Three” auto manufacturers only Ford made the list while several German and Japanese marques did.

  6. 6 Horst Roesler Jan 17th, 2012 at 3:40 pm

    Interesting reading, as this rating usually is. Likewise, it is most probably not taking several factors into the count like brand loyalty. As off yet, I have failed to see any people with “Morgan Stanley”, “Intel Inside” or “Nivea” Tattoos. Looking at some of those Business names, we will most likely see quite a lot dissapear before the last Harley-Tattoo will be inked.
    It is always important to realise that all of those charts, rakings and ratings are made (up?) by somebody. Somebody who is ranking them after a certain selection of facts – may they be real or only imagined. It might also reflect that the value/ranking of “Harley-Davidson Lifestyle” has faded from the public eye. Which in some way may not be bad at all.

  7. 7 Toby Jan 17th, 2012 at 3:41 pm

    It looks like this ranking is based on the stock price of publicly traded companies only. For example FaceBook has an estimated value of, conservatively, $15 billion to $30 billion based on private placements which should put it on the list. It currently has 800+ million users in 72 languages in all but a handful of countries. It is certainly a global brand. There are several other large software companies so it is not limited to physical products.

  8. 8 Shifter Jan 17th, 2012 at 3:46 pm

    Interbrand doesn’t report on private companies because you can’t verify numbers of a private company. Facebook is not yet a public company. Read the article again. Ranking is not based only on financials bu also on “the role of brand in the purchase decision process and the strength of the brand.”

  9. 9 just my opinion Jan 17th, 2012 at 7:26 pm

    How reliable is this rating service? Walmart sells most of the brands listed and is in fact the top retailer in the world. When Sam Walton died his personal fortune was over 16 billion and that did not include his 95% ownership of walmart stock. If the truth be told walmart is probable worth more than the top 5 combined. I saw a show of tv that said walmart does over 3 billion a day in sales world wide. I doubt any of these companies listed do that. But I am glad to see so many USA companies doing well.

  10. 10 BobS Jan 18th, 2012 at 8:10 am

    jmo, I think this listing is put together not for us, but for private equity firms. It’s attempting to asses a value to the brand itself, not measure the performance of a company. People don’t shop at Wal Mart because it’s a Wal Mart. Wal Mart’s success is heavily dependent on them bringing crap to market for a lower price than their competitors. On the other hand, people buy Coke, Nike, and Harley not matter what. Doesn’t matter if the competition has a better product or a lower price.

  11. 11 Seven Jan 21st, 2012 at 8:24 am

    Very true Bob S. I would also add that I doubt many of those companies listed would have no where near as many people that tattooed the brand on themselves. The only one I would add to my skin would be Apple.


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Cyril Huze