Tech companies challenge old-economy brands' value.(Brief Article)(Statistical Data Included)

Advertising Age, July, 2000 by McKegney, Margaret

The Intelligence Factory may rank Virgin and Ikea as Europe's most admired brands, but another consultant finds that on a worldwide scale, Microsoft is poised to overtake Coca-Cola as the most valuable brand. New York-based Interbrand said that despite negative media coverage surrounding the antitrust ruling against Microsoft Corp., its brand value increased 24% from last year to $70.2 billion. Coca-Cola Co.'s brand value, meanwhile, fell 13% to $72.5 billion, according to the survey. The Interbrand report showcases the growing brand value of technology companies over old-economy stalwarts. Tech companies held down four of the top five spots in the survey, with IBM Corp., Intel Corp. and Nokia Corp. rounding out those positions. The tech industry as a whole showed the...

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