Top Brands of 2010

Last week, brand consultancy firm Interbrand announced their annual ranking of 2010 best global brands. Several beverage companies made the list, as well as a number of food manufacturers.

For the eleventh year in a row, Coca-Cola topped the list. According to Interbrand, "Coca-Cola gets almost everything right. Its brand promise of fun, freedom, spirit, and refreshment resonates the world over and it excels at keeping the brand fresh and always evolving – all this, while also maintaining the nostalgia that reinforces customers' deep connection to the brand." The company also lauded Coke's involvement in social media.

Pepsi came in at number 23, remaining unchanged in the poll since last year. Interbrand recognized Pepsi's corporate citizenship programs, including an initiative to pull soft drinks from schools and its Pepsi Refresh Project.

Switzerland-based beverage company NESCAFÉ, makers of coffee, cappuccino, and latte drinks, landed at number 27, dropping two places since last year, while Anheuser-Busch's Budweiser entered the list at number 30, unchanged since 2009. Interbrand cited the beer's ability to continue advertising with its hallmark Clydesdales, making them more relevant for audiences today.

At number 35, the first food manufacturer to make the list is cereal giant Kellogg's, slipping one spot since last year. The consumer packaged goods company has pushed the nutritional elements of its cereals and snacks, while using Facebook to connect with consumers. Rising two spots since 2009, Heinz landed on the list at number 46. According to Interbrand, the company "went through a massive rebranding process, but only made a small change to its packaging and image, which demonstrates the consistency that Heinz values for its brand and its products."

Rounding out the list:

• Swiss-based Nestlé – #57
  
• Activita maker Danone – #58
  
• Newcomer Sprite – #61
  
• Jack Daniels – #78
  
• French champagne maker Möet & Chandon – #79
  
• Newcomer Corona – #85
  
• Smirnoff Vodka – #89
  
• Newcomer Heineken – #93
  
• Starbucks Coffee – #97
  
• Campbell's Soup – #99

To compile the list, Interbrand said it looked at the ongoing investment and management of the brand as a business asset. The company's method took into account all of the many ways in which a brand touches and benefits its organization, from attracting and retaining talent to delivering on customer expectation.

The three key aspects that contributed to the assessment were the financial performance of the branded products or services, the role of brand in the purchase decision process, and the strength of the brand.

Are your surprised by the 2010 list? Are there any companies that you expected to see that are not in the this year's rankings? Leave a message and tell me what you think.