In what is one of the most comprehensive studies of its kind, international branding consultancy Interbrand attempted to value that most intangible of a company's assets, its name. The survey, The $1bn Brands, has tried to fix accurately how much a household name is worth.
Far outstripping the rest of the top 60 global brand names, is beverages giant Coca-Cola whose dominance of the soft drinks market with Coke is so globally pervasive that its name is said to be worth almost pounds 52bn ($84bn). The simple string of white-on-red letters account for more than 60 per cent of the total value of the company.Pepsi can muster only around pounds 3.75bn ($6bn) for its name.
Coca-Cola's nearest rival is Bill Gates's Microsoft, first in a long list of "new tech" companies who pepper the league table, whose brand name is said to be worth pounds 35bn ($57bn).
They are followed by an all-US top 10, which includes IBM, Ford, Disney, McDonald's andMarlboro.
The first non-US entry at 11th place is the Finnish telecommunications giant, Nokia, valued at pounds 13bn ($21bn) indicating just how swiftly mobile phone technology has established a global footing.
Its Swedish rival Ericsson also makes it into the top 20 with a price tag of pounds 9.2bn ($15bn). Names of the Internet portal company Yahoo! and loss-making on-line bookseller amazon.com are valued at pounds 1bn each.
British firms struggle at global branding. BT may have dropped British from its logo but it has not helped achieve a global value.
BA might be the world's favourite airline but it was excluded because it was not deemed to be operating in a purely free market, largely due to regulations and its historic control over a large share of landing and take-off slots at Heathrow Airport.
The only British entries were oil giants BP Mobil at 45th place with its BP name valued under pounds 1.87bn ($3bn), Shell pounds 1.7bn ($2.7bn) and Johnnie Walker, pounds 1bn ($1.6bn). Marks & Spencers were absent, as were Sainsbury's. Interbrand says they are "too dominant in one market". The survey's complex calculations pinpoint how much of a company's earnings is attributable directly to its name rather than any other asset.Reuse content