Google takes fizz out of Coca-Cola in global brand value ranking

However, neither Google nor Coca-Cola could shift Wal-Mart off pole position in BrandFinance's ranking of the most valuable brands in the world.

The annual list, which ranks companies by the strength, risk and future potential of a brand, shows retailing giant Wal-Mart in first place for the second year running with a valuation of $41.3 billion.

Google did manage to take second place from the fizzy drink brand with a valuation of $36.1 billion vs. $34.8 billion.

The remaining top ten brands in the BrandFinance Global 500 are:

IBM - $33.7 billion
Microsoft - $33.6 billion
GE - $31.9 billion
HSBC - $28.4 billion
HP - $27.3 billion
Nokia - $19.5 billion
Citi - $14.3 billion

Non-essential sectors, such as airlines and retail, were the biggest fallers.

"During the recession value-for-money brands have done well including Wal-Mart, Coca Cola, Tesco to name a few. Many luxury brands have slipped but a small number of iconic luxury brands have done remarkably well for example Christian Dior and Porsche," said David Haigh, CEO of Brand Finance PLC.

Tags: brand management, brand value, ranking