BEAVERTON, Ore. -- The annual list of the top 100 global brands ranked by Interbrand includes some Northwest favorites.
Getting mentioned on the list is not only an honor, but companies competing worldwide consider it a reflection of how well their marketing messages have been working.
Coca Cola held the #1 position for 13 years. However, they have now lost some fizz, dropping to #3. The Apple brand moved up from #8 to the top spot and a net worth of $98.3 billion.
Interbrand is a corporate identity and brand consulting company. Over the past ten years, the list has changed more from consumer oriented companies to high tech.
This year, five of the top ten are technology companies, including Intel which was ranked at #9.
It's a competitive world so you get to be on the list by the size of your profit margin, by the global reach of your product and by how intriguing your brand is to get consumers to buy, said Tom Gillpatrick, Executive Director for Retail Leadership at Portland State University.
Nike is another Northwest favorite that moved up the list this year. It was ranked at #24, two spots higher than last year. Starbucks dropped to #91 from #88 last year.