Coca-Cola is again the world's most valuable brand, according to Interbrand's just-released annual list of the Best 100 Global Brands.
While Coke held onto its top slot from last year, IBM, by expanding its services and transitioning out of production, moved up to No. 2, knocking Vista-burdened Microsoft to third, said Andy Bateman, CEO of Interbrand New York. GE was fourth, boosted by its "Ecomagination" communications program, and Nokia fifth.
Construction equipment manufacturer Caterpillar ranked at No. 68, dropping two spots from last year but growing 5 percent.
The brands with the biggest growth in the past 12 months were: Google, up 43 percent; Apple, up 24 percent; Amazon, up 19 percent; retailer Zara, up 15 percent; and Nintendo, up 13 percent. Only one brand in the top 20, Citi, saw its brand value fall.
Strong and weaker brands all use research to try to stay in touch with their customers. But the winning brands can innovate quickly and bring fresh ideas to market, said Bateman, citing a statement by hockey great Wayne Gretsky as advice to fallen brands: "Skate to where the puck was going, not to where it was."