Google tops Global 500 brand ranking as Coke tumbles 13 places

Coca-Cola has dropped out of the top ten consumer brands for the first time, sliding from third to 16th in the Global 500 ranking. Google emerged the No 1 global brand even as technology companies took the top 5 positions among the top ten global brands.

Coke suffered the second largest fall among top 500 global brands, falling $9 billion in the value of its brand during the year, sliding from third to 16th in the ranking, according to the 2011 BrandFinance Global 500.

Coca-Cola, which was third in the previous ranking crashed out of the top ten for the first time, with a tag of $25.8 billion.

Google emerged the most valuable brand in the world, with a tag of $44.3 billion, edging Microsoft ($42.8 billion) to second place.

Five of the top ten largest brand growers are technology-related companies, reinforcing the commercial importance of embracing technological innovation to give a seamless, value-enhancing brand experience for customers and consumers, BrandFinance said in its report.

The changes in brand values have been underpinned by a general trend among consumers in the developed markets to move towards healthier, non-carbonated drinks.