Ever wonder how much the Brand name Coca-Cola is worth? Maybe Google?

Below is the top 10 from the 2007 list published by Interbrand.

rank brand country of origin sector 2007 brand value ($m) change in value
coca-cola us beverages 65,324 (%-3)
microsoft us computer 58,709 (%3)
Ibm us computer 57,091 (%2)
ge us diversifi 51,569 (5%)
nokia finland consumer 33,696 (12%)
toyota Japan automotive 32,070 (%15)
Intel us computer 30,954 (-%4)
mcdonald’s us restaurants 29,398 (%7)
disney us media 29,210 (%5)
mercedes germany automotive 23,568 (8%)

I heard yesterday on a local radio station that Coca-Cola was again pronounced the most valuable brand name, topping the charts at a worth estimated over $65 billion. Frankly I was surprised Google wasn't closer, rated 20th on the list with an estimated brand worth of over $20 billion. This is an interesting metric and got me thinking. How actively are these companies managing their brand?

First, I did a bit of research on what actually goes in to the measuring of a brand name. The company that extrapolates the data and formulates this brand "worth" (btw, the company that does this is Interbrand) uses publicly available information such as company financials, as well as other market data. Companies like Proctor & Gamble that are holding company conglomerates as a whole aren't looked at.

Not surprisingly, brand value drives market position in a number of ways. A good brand name means more than making it to the top 100 list that Interbrand puts out. It means the company name has come to life in the mind of consumers, in some cases brands become verbs that we use in our day to day speech. Names draw consumers, talent to the company, and ultimately the name is a value generator for the business and is treated as an asset.

You can also find that published here:http://www.ourfishbowl.com/images/surveys/Interbrand_BGB_2007.pdf)