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Coca-Cola still world’s #1 brand

Traditional brands are still on top of Interbrand/Business Week’s list (pdf) of the world’s most valueable brands 2004. Coca-Cola is still #1 and no new brands have entered the top 20. Thirteen of the top 20 brands have increased their brand value.

Finnish Nokia slips down two positions to #8, but is still the highest ranked non-US brand. The highest ranked Swedish brand is IKEA at #40, with a 4% increase in brand value.

Competition in the technology sector troubles some, but creates wealth for others. Both winners and losers are IT brands or affected by the development in new technology. Big winners are Apple, Amazon.com, Yahoo! and Samsung, losers are Kodak, Nintendo, Nokia and AOL. Also glad to see that my former employer Accenture slowly has climbed into the top 50, which is quite good for a brand that was launched only 3 and a half years ago.

The ten most valueable brands 2004 are:

  1. Coca-Cola
  2. Microsoft
  3. IBM
  4. GE
  5. Intel
  6. Disney
  7. McDonald’s
  8. Nokia
  9. Toyota
  10. Marlboro

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