Coca-Cola ranked 9th in brand capital; Apple tops

Coca-Cola is the only Atlanta-headquartered company to make the 2011 Davis Brand Capital 25 ranking which “provides an indication of the strength and effectiveness of an entire business.”

The annual ranking measures brand value, competitive performance, innovation strength, company culture and social impact.

It is put out by Davis Brand Capital, an Atlanta firm that specializes in the valuation of intangible assets for its clients.

“Brand now functions as the primary container of intangible value,” said Patrick T. Davis, the company’s CEO. “Factors once viewed only internally by company management such as company culture and innovation strength  are now broadcast to customers regularly through brand.”

Apple ranked No. 1 on the list, followed by IBM, Microsoft, Google and Hewlett-Packard.

Coca-Cola moved up five spots from last year.