In terms of Brand Value, Coca-Cola is #1 brand in the world, being followed by IBM in the 2nd position in the world.
Vista-burdened Microsoft and GE are right behind in terms of perceived brand value amongst the top organizations in the world. It should be noted that IBM’s global strategy in global consulting and service oriented sectors is one of the reasons the brand has a strong pull in the world.
With IBM also focusing on the SMB (Small Medium Market), it can capture the market that is primarily dominated by Microsoft while Microsoft struggles to maintain Enterprise market.
According to John Mackey’s blog , Interbrand, a global brand management firm, reported Thursday that IBM’s brand value has increased 3 percent, to $59.03 billion, in 2008. That was enough to push it above Microsoft (Nasdaq: MSFT), which was assigned a brand value of $59 billion and fell to No. 3.
Reference: adage.com/article?article_id=131117