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On the other
hand, international power player Coca-Cola, although still the world’s #1 brand, saw its value
drop by 13%. And technology brands did quite well— Microsoft, IBM, Intel, and Nokia placed
second through fifth—not at all foreshadowing the precipitous crash in their stock prices about
half a year after the study findings were released. Overall, notes marketing writer Jane
Bainbridge in Marketing [20 July 2000], Interbrand’s second annual study of this kind reveals
not only that global brands are “stable assets,” but also that “the most valuable brands are
global.” In fact, she argues, “to have a billion-dollar brand, a company has to be global...
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