8:38 am October 2, 2012, by David Markiewicz
Coca-Cola is still No. 1.
The New York Times reports today that Interbrand, a brand consulting firm, ranks Coca-Cola as the most valuable brand in its 13th annual Best Global Brands report.
Criteria include financial performance, the role of the brand in influencing consumer choices, and the brand’s ability to help its parent company’s earnings.
Coca-Cola has been at the top for 13 consecutive years now, and Interbrand estimates its brand value a t $77.8 billion.
Coca-Cola Company executive vice president Joseph Tripodi said, “A lot of staying relevant is not being afraid to take risks or do different things. It’s less about what you sell and more about what you stand for as a brand and company.”
Following Coca-Cola on the list of most valuable brands: Apple, I.B.M., Google, Microsoft, GE, McDonald’s, Intel, Samsung and Toyota.
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