Britain the loser as Coca-Cola triumphs in battle of the brands

view gallery VIEW GALLERY

Britain is no longer home to any of the world's leading brands, according to the influential Best Global Brands index which was published last night. The survey, compiled annually by Interbrand, concluded that no UK company figured in the top 30, indicating that Britain's businesses are falling behind those from Germany and France.

Britain had six brands in the top 100, but propped up the bottom of that list. HSBC was the highest rated, at 32, Barclays reached 74 and Shell 81.

Spirits brands Smirnoff and Johnnie Walker, owned by UK-based Diageo, came 89th and 92nd respectively, while Burberry finished in 100th place.

Following the debacle over the Deepwater oil disaster, British-owned BP was ejected from the list entirely. Interbrand said: "BP's environmental disaster and inability to make good on its brand promise of 'Beyond Petroleum' led to it falling off the list."

By contrast, Germany had 10 companies in the top 100, the second-highest number for any nation, demonstrating its strong grip on industrial luxury. Mercedes-Benz and BMW were both in the top 20.

Louis Vuitton, Gucci and L'Oréal helped France to earn nine places in the list. Japan had six, with top 20 rankings for Honda and Toyota. There were places lower in the rankings for the electronics makers Canon, Sony, Nintendo and Panasonic. American corporations dominated the table, claiming 50 of the top 100 places. For the 11th year running, Coca-Cola claimed the No 1 spot, ahead of long-established computer company IBM.

Microsoft, whose brand strength jumped by 7 per cent during the past year, remained in third position, followed by Google, which increased its corporate standing and power by 36 per cent.

The other US firms in the top 10 were General Electric (5), McDonald's, Intel, Disney and Hewlett Packard. Finland's Nokia was the only non-US company in the top 10. Strong rises were recorded by technology giants absent from the top 20 a decade ago: Apple climbed from 20 to 17, while Amazon rose from 43 to 36. Despite the economic downturn, other luxury brands, including Cartier, Armani and Tiffany & Co, saw the value of their names increase after continuing to invest in their heritage and status.

Many companies' reputations stalled or went into reverse last year, however. The US investment bank Goldman Sachs, for example, failed to progress sharply up the list – despite posting impressive financial results – because of a public backlash against its ethics, the report said.

Toyota fell three places to No 11 following the recall of millions of cars as a result of accelerator and braking problems. "Although the Toyota recall caused the brand to lose 16 per cent of its value, its long-standing reputation for reliability, efficiency and innovation helped it weather the crisis better than expected," the researchers concluded. The analysts compiled the table by assessing each company's financial performance, together with the strength of its brand in influencing purchasing decisions, and the future power of its reputation.

PROMOTED VIDEO
Have you tried new the Independent Digital Edition apps?
News
ebooksAn unforgettable anthology of contemporary reportage
Arts and Entertainment
From Mean Girls to Mamet: Lindsay Lohan
theatre
Sport
Nathaniel Clyne (No 2) drives home his side's second goal past Arsenal’s David Ospina at the Emirates
footballArsenal 1 Southampton 2: Arsène Wenger pays the price for picking reserve side in Capital One Cup
News
Mike Tyson has led an appalling and sad life, but are we not a country that gives second chances?
peopleFormer boxer 'watched over' crash victim until ambulance arrived
Arts and Entertainment
Geena Davis, founder and chair of the Geena Davis Institute on Gender in Media
tv
News
i100
Travel
travelGallery And yes, it is indoors
Life and Style
tech
Arts and Entertainment
The Tiger Who Came To Tea
booksJudith Kerr on what inspired her latest animal intruder - 'The Crocodile Under the Bed'
News
i100
Arts and Entertainment
British actor Idris Elba is also a DJ and rapper who played Ibiza last summer
film
News
Alan Bennett criticised the lack of fairness in British society encapsulated by the private school system
peopleBut he does like Stewart Lee
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

iJobs Job Widget
iJobs Media

Account Executive/Sales Consultant – Permanent – Hertfordshire - £16-£20k

£16500 - £20000 Per Annum: Clearwater People Solutions Ltd: We are currently r...

IT Application Support Engineer - Immediate Start

£28000 per annum: Ashdown Group: IT Software Application Support Analyst - Imm...

Senior Management Accountant

£40000 - £46000 per annum: Sauce Recruitment: Global publishing and digital bu...

Semi Senior Accountant - Music

£30000 - £35000 per annum: Sauce Recruitment: A successful, Central London bas...

Day In a Page

Syria air strikes: ‘Peace President’ Obama had to take stronger action against Isis after beheadings

Robert Fisk on Syria air strikes

‘Peace President’ Obama had to take stronger action against Isis after beheadings
Will Lindsay Lohan's West End debut be a turnaround moment for her career?

Lindsay Lohan's West End debut

Will this be a turnaround moment for her career?
'The Crocodile Under the Bed': Judith Kerr's follow-up to 'The Tiger Who Came to Tea'

The follow-up to 'The Tiger Who Came to Tea'

Judith Kerr on what inspired her latest animal intruder - 'The Crocodile Under the Bed' - which has taken 46 years to get into print
BBC Television Centre: A nostalgic wander through the sets, studios and ghosts of programmes past

BBC Television Centre

A nostalgic wander through the sets, studios and ghosts of programmes past
Lonesome George: Custody battle in Galapagos over tortoise remains

My George!

Custody battle in Galapagos over tortoise remains
10 best rucksacks for backpackers

Pack up your troubles: 10 best rucksacks for backpackers

Off on an intrepid trip? Experts from student trip specialists Real Gap and Quest Overseas recommend luggage for travellers on the move
Secret politics of the weekly shop

The politics of the weekly shop

New app reveals political leanings of food companies
Beam me up, Scottie!

Beam me up, Scottie!

Celebrity Trekkies from Alex Salmond to Barack Obama
Beware Wet Paint: The ICA's latest ambitious exhibition

Beware Wet Paint

The ICA's latest ambitious exhibition
Pink Floyd have produced some of rock's greatest ever album covers

Pink Floyd have produced some of rock's greatest ever album covers

Can 'The Endless River' carry on the tradition?
Sanctuary for the suicidal

Sanctuary for the suicidal

One mother's story of how London charity Maytree helped her son with his depression
A roller-coaster tale from the 'voice of a generation'

Not That Kind of Girl:

A roller-coaster tale from 'voice of a generation' Lena Dunham
London is not bedlam or a cradle of vice. In fact it, as much as anywhere, deserves independence

London is not bedlam or a cradle of vice

In fact it, as much as anywhere, deserves independence
Vivienne Westwood 'didn’t want' relationship with Malcolm McLaren

Vivienne Westwood 'didn’t want' relationship with McLaren

Designer 'felt pressured' into going out with Sex Pistols manager
Jourdan Dunn: Model mother

Model mother

Jordan Dunn became one of the best-paid models in the world