MS close to beating Coke as top brand

NEW YORK: Microsoft Corp. has almost muscled out Coca Cola as the world's

most valuable brand, according to a survey published on Monday.

Despite its troubles with the US Justice Department, Microsoft came in as a

close second with its brand valued at $70.2 billion, behind Coca Cola's $72.5

billion value, which was down 13 per cent from last year.

The survey, conducted by Interbrand, a New York-based consulting firm, showed

technology names like Microsoft, Intel Corp. and Nokia Corp. were strong as a

group, but old economy heavy hitters such as General Electric Co., Walt Disney

Co. and McDonald's Corp. were also represented in the top 10.

US companies dominated the ranking, holding 42 of the top 75 slots,

Interbrand said, but they lost ground in the auto sector, with foreign car

companies like Volkswagen, Honda, and Toyota Motor Corp. overshadowing US auto

makers.

Interbrand's valuation process looks at future economic earnings, the role of

the brand in those earnings and the risk profile of the brand's expected

earnings.

(C) Reuters Limited 2000.