Interbrand has released its global brands report, ‘2009 Best Global Brands’.

Coca-Cola was named the number one global brand for the ninth year, valued at $68,734m. IBM ranked second, up one position from 2008, dislodging Microsoft who moved into third place. GE and Nokia held their 2008 positions at fourth and fifth respectively. McDonald’s brand value grew, moving from eighth to sixth position and up $1,226m. Google jumped three places to position seven. Toyota, Intel and Disney made up the remaining top 10.

The list featured several additions. Lancôme entered the list ranked 91. Fellow newcomers Burger King, Adobe, Puma, Burberry, Polo Ralph Lauren and Campbells joined the list ranked 93, 95, 97, 98, 99 and 100 respectively.

“The Best Global Brands report is really a reflection of how consumers are behaving, what brands they buy and what brands they trust. Whilst the current economic climate has affected the way brands behave, you can see that the financial services sector has declined because of consumer behaviour and why everyday brands have succeeded. Overall, the increasing complexities of the global economy reinforce the importance of protecting and growing a brand. It is a company’s most valuable asset – and a far less volatile asset than others during a time of economic uncertainty,” explained Damian Borchok, managing director, Interbrand Australia.

The brands are analysed on several criteria, but for inclusion brands must meet the following prerequisites:

  • There must be substantial publicly available financial data
  • The brand must have at least one-third of revenues outside of its country of origin
  • The brand must be a market-facing brand
  • The economic value added must be positive, and
  • The brand must not have a purely B2B single audience with no wider public profile and awareness.

No Australian brands made the cut for the international list.