Interbrand just released its famous and very respected annual study ranking the most valuable international brands. In 2012, Harley-Davidson climbed 3 ranks, occupying the 96th position. Most valuable brand in the world is Coca-Cola, followed by Apple, IBM, Google and Microsoft in 5th place.
Interbrand’s methodology looks at the ongoing investment and management of the brand as a business asset. It takes 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: 1- The financial performance of the branded products or services. 2- The role of brand in the purchase decision process. 3- The strength of the brand