ICT firms dominate global brand rankings

Microsoft, IBM and Nokia all make top five in listing of best global brands.

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By  Michele Howe Published  October 3, 2007

ICT companies have some of the strongest identities in terms of branding, according to a recent study by branding company Interbrand.

Three out of the top five brands listed in the firm's latest ranking of the best global brands came from the ICT sector, with mobile phone manufacturer Nokia entering the top five for the first time.

The Finnish company's brand value, estimated at $33.7 million, rose 12% over the past year enabling it to move up one place in the listing to take the fifth slot from chip giant Intel.

Microsoft and IBM were ranked as the top two companies after beverage giant Coca-Cola, while technology and services conglomerate GE came in fourth position.

Interbrand's annual ranking of 100 companies measures brand value on a number of factors including financial strength, importance in driving consumer selection, and the likelihood of ongoing branded revenue.

Big winners in the technology sector over the past year, according to the listing, included US firm Apple, which moved up six places to 33rd position and Google, which climbed four places to take the 20th slot from South Korean conglomerate Samsung.

Computer hardware company Dell and mobile phone manufacturer Motorola, however, fared less well during the year with Dell slipping six places to 31st position and Motorola falling eight places to 77th position. They were given a brand value of $11.5 million and $4.1 million respectively.

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