Microsoft set to oust Coke as top brand - FT
LONDON, July 18 (Reuters) - Coca-Cola (NYSE:KO - news) is about to lose its status as the world's most valuable brand to Microsoft (NasdaqNM:MSFT - news), with old economy names making way for the new, the Financial Times reported on Tuesday.
An annual survey by U.S. consultancy firm Interbrand to be published on Tuesday would show Coca-Cola was still worth a massive $72.5 billion but was down 13 percent from its value in 1999, the FT said.
Microsoft's brand value rose 24 percent to $70.2 billion over the same period, despite its U.S. anti-trust woes, meaning it was just about to overtake the Atlanta-based fizzy drink icon.
Interbrand analyses earnings forecasts for the world's best consumer brands and translates these into brand valuations.
The rankings showed other established old economy brands suffering against the newer names.
Poor performers included Kodak (NYSE:EK - news), down 20 percent, Xerox (NYSE:XRX - news), down 14, and Procter & Gamble (NYSE:PG - news), where the combined value of its brands such as Pampers and Tide was estimated as down two to $48.3 billion.
Ericsson was the only major loser among tech stocks -- down 47 percent to $14.8 billion -- while its communications hardware rival Nokia surged 86 percent to $38.5 billion.
Newcomers among the 75 brands worth more than $1 billion were headed by Cisco Systems (NasdaqNM:CSCO - news) at $20.0 billion.
The list included media stocks for the first time -- with the MTV (NYSE:VIA - news), Reuters (quote from Yahoo! UK & Ireland: RTR.L), Wall Street Journal (NYSE:DJ - news) and Financial Times (quote from Yahoo! UK & Ireland: PSON.L) brands all coming in above the $1 billion cutoff.
Interbrand's top 10 as reported by the Financial Times:
1. Coca-Cola $72.5 billion
2. Microsoft $70.2 billion
3. IBM (NYSE:IBM - news) $53.2 billion
4. Intel (NasdaqNM:INTC - news) $39.0 billion
5. Nokia $38.5 billion
6. General Electric (NYSE:GE - news) $38.1 billion
7. Ford (NYSE:F - news) $36.4 billion
8. Disney (NYSE:DIS - news) $33.6 billion
9. McDonald's (NYSE:MCD - news) $27.9 billion
10. AT&T (NYSE:T - news) $25.5 billion |
