Coca-Cola did it again. For the 11th consecutive year, the beverage company is ranked the "Best Global Brand" by Interbrand in its annual survey. Many other American brands led the pack, including Apple, Google, Microsoft, and McDonalds. And as is apparent if one travels internationally, US brands are still in demand overseas.
What stands out in the most recent survey is that Asian brands were few and far between with only just eight brands in the Top 100. Toyota was number 11, followed by Samsung and Honda making it into the Top 20. That's a very small slice of the pie. Not a single Chinese brand made it to the list and it is likely to take a while before they do given the Chinese focus on low cost as it competitive advantage.
True, China has come a long way. It is now the world's second largest economy and continues to lead in various growth figures and measures of market potential. But China's success as an economy and the strength of its manufacturing sector has not translated into success of a homegrown brand into the global arena. With the exception of Lenovo, which acquired the IBM ThinkPad property, there is not one local brand equipped to compete at a price premium in the developed markets of America, Europe and Japan.