Interbrand describes itself as the world’s largest brand consultancy and there’s no reason to doubt that, given its global network of dozens of offices and a client list that includes the kind of brands you can only dream of. Being such a massive enterprise it has the resources to generate analysis on the state of brands and branding, notably by a series of annual reports, such as this year’s Top 50 Swiss Brands, Best Canadian Brands and Best Global Green Brands.
This week Interbrand released the 2014 edition of its Best Global Brands ranking, which uses the firm’s brand valuation methodology to come up with a list of the top 100 global brands. Somehow it didn’t come as a surprise to learn that Apple once again snagged the number one spot, with Google and Coca-Cola in hot pursuit. The listing is accompanied with brief comments on each brand but more valuable is a collection of interviews with some of the marketing heavyweights of the firms on the list, as well as articles and analysis of various industry sectors.