Marketing and all things related

Business Week just released their list of the Top 100 Global Brands, using data from INTERBRAND research. To qualify for the list, each brand must come from a public company, derive one third of its earning outside its home country, and be widely recognized away from home. The ranking addresses brands only, not parents companies, which explains the absence of heavy weights like Procter & Gamble. Business Week chose the INTERBRAND methodology because the brands are rated by anticipated future value discounted back to net present value. Here are the top five global brands according to the BW / INTERBRAND report:

• Coke
• Microsoft
• IBM
• GE
• Intel

Ironically, these companies are struggling somewhat in their home nation—the United States. Maybe smart money is on these brands, but not our money.