Overview

The global branding consultancy Interbrand recently published its ranking of the top 100 brands for 2011. Coca-Cola was once again ranked as the world's most valuable brand, with an attributed value of $71.8 billion. The top 7 brands were unchanged from last year's ranking. These are Coca-Cola, IBM, Microsoft, Google, GE, McDonald's and Intel with values of between $35 billion and $71 billion. 

Brands serve a variety of functions including identifying origin, distinguishing a brand owner's goods or services from those of another, and serving as a stamp of quality.  This briefing from ENS outlines how these valuable intangible assets and other forms of intellectual property can perform various other functions which are financially beneficial to the proprietor of the brand.

To read on, click 'View Briefing'.