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
ebooksNow available in paperback
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

Savvy Media Ltd: Media Sales executive - Crawley

£25k + commission + benefits: Savvy Media Ltd: Find a job you love and never h...

Recruitment Genius: Digital Printing Trainee / Computer Graphics

£8000 - £13000 per annum: Recruitment Genius: Do you have an interest in compu...

Recruitment Genius: Content / Copy Writer

£18000 - £21000 per annum: Recruitment Genius: An exciting opportunity has bec...

Reach Volunteering: Trustee with experience in science communication

Voluntary Only - Expenses Reimbursed: Reach Volunteering: The Society for Expe...

Day In a Page

Mau Mau uprising: Kenyans still waiting for justice join class action over Britain's role in the emergency

Kenyans still waiting for justice over Mau Mau uprising

Thousands join class action over Britain's role in the emergency
Isis in Iraq: The trauma of the last six months has overwhelmed the remaining Christians in the country

The last Christians in Iraq

After 2,000 years, a community will try anything – including pretending to convert to Islam – to avoid losing everything, says Patrick Cockburn
Black Friday: Helpful discounts for Christmas shoppers, or cynical marketing by desperate retailers?

Helpful discounts for Christmas shoppers, or cynical marketing by desperate retailers?

Britain braced for Black Friday
Bill Cosby's persona goes from America's dad to date-rape drugs

From America's dad to date-rape drugs

Stories of Bill Cosby's alleged sexual assaults may have circulated widely in Hollywood, but they came as a shock to fans, says Rupert Cornwell
Clare Balding: 'Women's sport is kicking off at last'

Clare Balding: 'Women's sport is kicking off at last'

As fans flock to see England women's Wembley debut against Germany, the TV presenter on an exciting 'sea change'
Oh come, all ye multi-faithful: The Christmas jumper is in fashion, but should you wear your religion on your sleeve?

Oh come, all ye multi-faithful

The Christmas jumper is in fashion, but should you wear your religion on your sleeve?
Dr Charles Heatley: The GP off to do battle in the war against Ebola

The GP off to do battle in the war against Ebola

Dr Charles Heatley on joining the NHS volunteers' team bound for Sierra Leone
Flogging vlogging: First video bloggers conquered YouTube. Now they want us to buy their books

Flogging vlogging

First video bloggers conquered YouTube. Now they want us to buy their books
Saturday Night Live vs The Daily Show: US channels wage comedy star wars

Saturday Night Live vs The Daily Show

US channels wage comedy star wars
When is a wine made in Piedmont not a Piemonte wine? When EU rules make Italian vineyards invisible

When is a wine made in Piedmont not a Piemonte wine?

When EU rules make Italian vineyards invisible
Look what's mushrooming now! Meat-free recipes and food scandals help one growing sector

Look what's mushrooming now!

Meat-free recipes and food scandals help one growing sector
Neil Findlay is more a pink shrimp than a red firebrand

More a pink shrimp than a red firebrand

The vilification of the potential Scottish Labour leader Neil Findlay shows how one-note politics is today, says DJ Taylor
Bill Granger recipes: Tenderstem broccoli omelette; Fried eggs with Mexican-style tomato and chilli sauce; Pan-fried cavolo nero with soft-boiled egg

Oeuf quake

Bill Granger's cracking egg recipes
Terry Venables: Wayne Rooney is roaring again and the world knows that England are back

Terry Venables column

Wayne Rooney is roaring again and the world knows that England are back
Michael Calvin: Abject leadership is allowing football’s age-old sores to fester

Abject leadership is allowing football’s age-old sores to fester

Those at the top are allowing the same issues to go unchallenged, says Michael Calvin