Who’s the biggest brand of them all?

It’s hard to turn a blind eye on this blog to a list of the top 100 global brands, such as the one that BusinessWeek/Interbrand released yesterday. We didn’t spend quality time this morning going extensively through the ranking’s criteria, but we were a bit surprised at who was missing from the top 10—namely, Apple. The survey’s top 10 were Coca-Cola, Microsoft, IBM, GE, Intel, Nokia, Toyota, Disney, McDonald’s and Mercedes. Apple comes in at number 39, wedged in between Pfizer and Kellogg’s; Dell, meanwhile, a brand that we consider to be somewhat battered, came in at number 25. Perhaps our surprise at Apple’s relatively low ranking has to do with the global nature of the list and our U.S.-centric selves succumbing to a depressingly isolationist worldview. If you want to cut to the chase and go directly to the list, skip to page 11.

—Posted by Catharine P. Taylor