Coca Cola #1 Brand, Microsoft Beats Apple

Harris Interactive's brand survey lists Coka Cola as the number one brand. Interestingly, Microsoft beat Apple.

According to the polling people at Harris Interactive, Coca Cola is the best known brand, followed by Sony and Toyota.  It seems amazing to me that this is the first time that Coca Cola has been at #1 but that's what the number say.

The top ten brands according to the survey are:






Kraft Foods

Pepsi Cola




The survey was unprompted so I also find it hard to believe that Kraft Foods came out of people's mouths.  I wonder if the surveyors rolled up all of the brands under Kraft Foods?  I also find it hard to believe that Microsoft beat Apple.  This must have been done before the iPhone.  Or, does the iPhone and Apple just appeal to a very specific segment of the population? 

I'm also struck by the fact that no Internet companies made the list.  I spend so much time on the Web that I think companies like MySpace, Facebook, Amazon, etc, are well established brands.  Not so.  In fact, the biggest brands are established companies with big advertising budgets.  This may fly against the conventional wisdom now prevalent amongst Web companies of not building brand through advertising.

Of course, many of these companies can't afford advertising and marketers are still grappling with the impact a powerful brand has on sales and revenue.    

You can read the results of the survey at:

Sol Nasisi
Sol Nasisi: Sol Nasisi is the co-founder and a past president of BestCashCow, an online resource for comprehensive bank rate information. In this capacity, he closely followed rate trends for all savings-related and loan products and the impact of rate fluctuations on the economy. He specifically focused on how rates impact consumers' ability to borrow and save. He also has authored a wee

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  • Anonymous

    July 19, 2007

    This shows how ridiculous these lists are. The greatest brands ever built are Google, Yahoo! (which today, incidentally, is nothing more than a brand) and Starbucks. Ford, Coke and Microsoft are brands but have no positive brand equity.

  • Anonymous

    July 19, 2007

    But Google and Yahoo don't advertise. Perhaps they should or perhaps they realize a well-known brand ain't all its cracked up to be.

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