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Coca-Cola named world's best brand

Coca-Cola has held its spot as the world's best brand despite the soaring value of technology companies.

IBM, Microsoft and Google round out the top four, according to consultancy Interbrand's 11th annual ranking of the world's best global brands.

Apple enjoyed the biggest increase in value of all top 100 brands at 37%, with a year of technical glitches with the iPhone 4 offset by the success of its iPad.

Coca-Cola has taken the top ranking for 11 years in a row.

The environmental disaster surrounding BP led to it falling off the list and helped competitor Shell emerge as an industry leader at number 81, up from 92 last year.

The Toyota recall caused the brand to lose 16% of its value, but the company still managed to rank at number 11, down from eighth last year.

Interbrand group chief executive Jez Frampton said: "2010 was the beginning of a long road back towards economic recovery.

"From real-time customer feedback through social media to increased transparency about corporate citizenship, brands were faced with a profound change in the way they relate to customers and demonstrate their relevance and value.

"Despite this new paradigm of brand management, the advantages of building a solid brand remain the same."

Luxury carmakers Mercedes Benz and BMW took 12th and 15th place respectively.


From Belfast Telegraph