Intellectual Property Law

Microsoft, Starbucks, and Amazon.com Remain Seattle's Top 3 Brands

By Michael Atkins

Seattle’s three biggest brands all gained value this year, according to Interbrand Corp.’s “Best Global Brands 2008” survey.

Like last year, Microsoft Corp., Amazon.com, Inc., and Starbucks Corp. were the only three Seattle-based brands to make the list. (See last year’s STL post here).

Microsoft dropped one place to No. 3 from No. 2, switching places with IBM Corp. Interbrand estimated Microsoft’s brand value at an incredible $59,007,000,000, a 1% increase over last year.

Amazon.com had the best year of the three. It moved up to No. 58 from No. 62. Its brand is valued at $6,434,000,000, a whopping 19% increase.

Starbucks moved up the rankings to No. 85 from No. 88. Its brand is valued at $3,879,000,000, a 7% gain.

Google Inc. (+43%) and Apple Inc. (+24%) posted the best percentage increases on the list.

Not surprisingly, financial brands Merrill Lynch & Co., Inc. (-21%), Morgan Stanley (-16%), and Citigroup (-14%) were among the worst performers.

Coca-Cola Co., No. 1 last year, remained top of the heap this year. Interbrand estimates the value of its brand at $66,667,000,000.

For more information, see BusinessWeek’s article here and read about Interbrand’s methodology here.

For a north-of-the-border perspective, check out the Canadian Trademark Blog’s post, which tipped me off that the survey was out. (It’s their third time covering this story. Congratulations, guys!)

Full post as published by Seattle Trademark Lawyer on September 25, 2008 (boomark / email).