This week, the international branding consultancy Interbrand published its Best Global Brands 2008 ranking, which for some years now been produced in collaboration with the magazine Business Week. Coca Cola is listed as the world´s most valuable brand for the eighth consecutive year. Zara is still the only brand Spanish included; this year it has crept up two positions (from 62 to 64), increasing its brand value by 15%.
Among the novelties of the ranking this year, IBM has beaten Microsoft in gaining second place, while Google has reached number 10 after climbing 10 places and increasing its brand value by 43%. Coca Cola, with a brand value of 66,667 million dollars (2% more than last year) continues to occupy first place.

Zara, meanwhile, is still the only Spanish brand in the ranking. According to Interbrand´s calculations, the Zara brand is worth 5,995 million dollars and has therefore climbed two places in the ranking.

This year´s results highlight the collapse of financial institutions like Merrill Lynch and Citi, as well as other major crashes of Ford and GAP. Among the new additions H&M, Thomson Reuters, BlackBerry, Giorgio Armani, Marriott, FedEx and Visa are noteworthy.