Microsoft nearly more famous than Coca-Cola

There's another outfit that won't open source the recipe...

By John Lettice • Get more from this author

Posted in Business, 18th July 2000 08:48 GMT

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A long time ago Apple's two Steves, Jobs and Wozniak, asked John Sculley if he wanted to sell fizzy flavoured water for the rest of his life (or words to that effect). Sculley reflected on this, and jumped ship from Pepsi to Apple. His subsequent career may have been chequered, but the latest Interbrand data suggests it was the right move, albeit a little premature - Microsoft is nearly as famous as Coca Cola.

Interbrand, a New York-based consulting outfit, does an annual survey of global brand values, and through some alchemy which we trust is not entire hokum, slaps a price on them. This year Microsoft clocks in at $70.2 billion, while Coca-Cola is fading at $72.5 billion. His Billionness, barring disaster, is surely going to make it to the top next year.

Sturdy old IBM comes in at number three with $53.2 billion, followed by Intel ($39.0 billion). But Here's a turn-up - Nokia is pressing hard at five, with $38.5 billion. That's the only non-US company in the top ten, which perhaps speaks of the survey being a tad US-centric. But historically the US has dominated when it comes to top level global brands. Aside from this one interloper in the top ten, the survey notes that non-US auto makers are starting to make a greater impact further down the line. Which is a good thing for all concerned, we reckon Eurocentrically. ®

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