Coca-Cola is the most valuable trademark of the world, according to sixth annual ranking elaborated by the North American magazine Business Week, in partnership with the consultancy Interbrands that identifies the 100 global trademarks of biggest competitiveness. 

The five trademarks leader of the list are the same ones of the last year. Besides Coca-Cola, with value USS 67 billion, lead the ranking, in this order, the Microsoft, with USS 56,9 billion, IBM, evaluated in USS 56,2 billion, General Electrics (GE), evaluated in USS 48,9 billion, and Intel with USS 32,3 billion. 

After Intel, we find in the 10 biggest trademarks Nokia, Toyota, Disney and McDonald's. The Mercedes-Benz began this year to integrate the block of the 10 leaders taking the place of Marlboro, that fell down to 12th position. 

According to daily news specialized “Portal da Propaganda”, another great prominence was the North American site of searches Google, in 24th position, that presented the biggest valuation from a year to the other one, registering an increase of 46% in its value of market. 

The growth of the commerce through the Internet has also allowed the evolution of 18% in the value of eBay, classified in 48th position. 

Gap, Ford and Kodak had registered the main falls of the list. The value of the first one fell 22% and took the mark to 52nd position this year. The Ford had a reduction, in 2006, of 16%, showing that its tradition in the United States is not enough to stop the competition of the Japanese and German assembly lines.

The Kodak had loss of 12% and was placed in 70th position, despite the efforts to follow the digital world. According to the publication, the company faced the high competition and little profitability of this niche in comparison with its business of films. 

“In most of the cases, the companies which were distinguished in the ranking are those that manage their business in a proactive form, analyzing it from the optics of the trademark. They recognized that their trademarks must constitute the central organizing principle considering the extraordinary value that they represent”, stated the CEO of the Interbrand, Jez Frampton. 

The value of the mark is calculated as the liquid value of the profit that the trademark generated in the period from July 1st 2005 to June 30th 2006. The trademarks analyzed are the ones that value at the least USS 2,7 billion, and that reach a third part of its profit out of the native country and that have financial and marketing data vailable to the external observers and ample public profile out of the base of their direct customers. 
Thursday. August 3 2006.

Original: INVERTIA