{"id":549708,"date":"2006-08-01T07:20:53","date_gmt":"2006-08-01T07:20:53","guid":{"rendered":"http:\/\/localhost:8888\/wordpress\/technology\/549708-coca-cola-still-king-as-google-rewrites-rules.html"},"modified":"2006-08-01T07:20:53","modified_gmt":"2006-08-01T07:20:53","slug":"coca-cola-still-king-as-google-rewrites-rules","status":"publish","type":"post","link":"https:\/\/mybroadband.co.za\/news\/technology\/549708-coca-cola-still-king-as-google-rewrites-rules.html","title":{"rendered":"Coca-Cola still king as Google rewrites rules"},"content":{"rendered":"

Jeremy Sampson, chief executive of Interbrand Sampson, said: "It’s the miracle of Coke that for the last 120 years, especially the past 20 years, the brand has been so strong." <\/font><\/p>\n

He does not expect the brand to be toppled any time soon, adding that he does not believe the world’s most valuable brands are under threat. <\/font><\/p>\n

The top five brands retained the same rankings as they did last year, though three had a slight decline in brand value, including Coke. <\/font><\/p>\n

The staying power of Coke is all the more significant in a world where consumption of carbonated drinks is on the slide, while sales of bottled water are increasing. The Coca-Cola company has about 400 brands within its portfolio, including several water options. <\/font><\/p>\n

Arch-rival Pepsi is ranked 22 in terms of brand value, but Pepsico has a larger market capitalisation, having diversified into a wide range of fast-foods including Frito-Lay, Quaker and Simba. <\/font><\/p>\n

One of the most startling moves was that two of the top three gainers were all from the "new world" with Google up 46%, coffee company Starbucks up 20% and eBay 18%. <\/font><\/p>\n

Google creates growth with the strategy "do no evil" – positioning itself at the opposite end of the spectrum from the more corporate Microsoft. <\/font><\/p>\n

"Google is rewriting the rule book," said Sampson. <\/font><\/p>\n

Similarly, the entire Starbucks brand has been built without advertising, and is a word-of-mouth phenomenon. It has expanded the brand with a premium fast-food offering and extended its products into music and publishing. <\/font><\/p>\n

Online retailers eBay and Amazon.com continue to skyrocket in value. <\/font><\/p>\n

Nokia has regained top spot in the mobile telecom industry after declines from 2000 to 2004. It retains sixth position and shifts up 14%, having focused on design and desirable features as key differentiators. <\/font><\/p>\n

Disney is another turnaround. After suffering financial turmoil for several years, it is seeing a "positive but cautious revival", according to Interbrand. It shifts to eighth from seventh position last year. <\/font><\/p>\n

Among other well-known names, Toyota shifted from ninth to seventh position and McDonald’s moved from eighth to ninth. Mercedes-Benz toppled Marlboro out of the top 10. <\/font><\/p>\n

With only two new entrants to the top 100, compared with six new entrants last year, Sampson said this indicated greater stability. <\/font><\/p>\n

The biggest decliners were Gap (down 22%), which appeared to be unable to clarify its brand image, followed Ford (down 16%). The motor company continues to lose money and brand value. <\/font><\/p>\n

Kodak is down 12%, having got behind on the technology curve – especially the world of digital photography where it has lagged. <\/font><\/p>\n

To put it in context, South Africa’s largest brands are far smaller than the big brands in larger economies. Levi’s, number 100 in the Top 100, has a market capitalisation of $2.69-billion. Standard Bank was last year rated the most valuable South African global brand with a value that equates to $1.7-billion. <\/font><\/p>\n

INet-Bridge<\/font><\/i><\/p>\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

Coca-Cola remains the world’s most valuable brand. It’s brand value alone is worth $67-billion, according to the annual global survey by Interbrand in conjunction with BusinessWeek. <\/p>\n","protected":false},"author":23,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_sma_x_autopost_status":"idle","_sma_x_autopost_error":"","_sma_x_post_id":"","_sma_facebook_post_id":"","_sma_instagram_post_id":"","_sma_threads_post_id":"","_sma_x_attempts":0,"footnotes":""},"categories":[17],"tags":[],"class_list":["post-549708","post","type-post","status-publish","format-standard","hentry","category-technology"],"_links":{"self":[{"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/posts\/549708"}],"collection":[{"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/users\/23"}],"replies":[{"embeddable":true,"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/comments?post=549708"}],"version-history":[{"count":0,"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/posts\/549708\/revisions"}],"wp:attachment":[{"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/media?parent=549708"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/categories?post=549708"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/tags?post=549708"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}