I want a coke
It was recently announced that Coca-Cola once again topped the charts in Interbrand's annual Best Global Brands report. It tops the list for the 12th consecutive year as the world's most valuable and recognized brand, posting $35 billion in 2010 sales.
I must say, I may not have guessed that Coke would continue to take this leading spot, but am I surprised by its longstanding success? No.
According to Interbrand, the best global brands bring profitability, resonance, and the ability to transcend cultural differences.
Coke brings all of the above, and I personally enjoy the tasty beverage. But I also admire their brand consistency over their 126 year history. Sure, they haven't been flawless and have morphed and changed, but they have generally embraced their heritage more than any other company out there.
In fact, It was in 1887 that Frank Robinson (Coca-Cola's bookkeeper) drew the first traces of the Spencerian script logo that we all still know so well today.