The world's top 100 brands lost a measure of equity due to the recession, according to the annual Interbrand rankings. Coca-Cola was still the world's top brand, followed by IBM, Microsoft, GE and Nokia. Google was again pegged as the fasting-growing brand, with its estimated brand value climbing 25% to $31.98 billion, ranking seventh.
Just because you can extend a brand doesn't mean you should: Even if the extension sells well, it could still dilute the power of your core product, according to Robert Sprung, CEO of Tipping Sprung, a New York-based brand-extension consultancy. "Whether an extension is good or bad, logical or illogical, doesn't correlate to success in the marketplace," he said.