Coca-Cola is still on top. According to the Omnicom Group’s subsidiary, Interbrand, the company is still the world’s top performing brand – coming out above companies like IBM (ranked second) McDonald’s (in sixth place) and Disney (ninth).
This marks the 11th consecutive year that Coke has achieved the positioning in Interbrand’s Best Global Brands report.
The study applauded Coke for its “ability to adapt to whatever changes the marketplace throws its way” – a strategy perhaps best illustrated by the fact that the company now has a brand value of $70.4 billion. Coca-Cola was further recognized by Interbrand for its presence at the recent FIFA world cup, where its brand ubiquity and attention to giving back. For instance, the profits from downloads of its “Coca-Cola Celebration Mix” of the song “Waving Flag” were donated to Coca-Cola’s Replenish Africa Initiative.
Coca-Cola also received recognition for its use of social media, amassing 11 million Facebook fans and 96,385 Twitter followers as of August 2010. Yet Interbrand writes that “the brand is likely to face challenges as consumers grow more health conscious in the coming years” but cites Coca-Cola’s Healthy Active Living as a way to speak to consumer preferences. •