In the ranking of 100 companies' brands, IBM followed Coke in the No. 2 spot, with Microsoft, GE, Nokia, McDonald's, Google, Toyota, Intel and Walt Disney rounding out the top 10, in that order.
Financial services companies' brands fared badly in this year's ranking. American Express fell seven places to No. 22; Citigroup dropped 17 places to No. 36; Morgan Stanley fell 15 slots to No. 57; and UBS tumbled 31 places to No. 72.
Brands falling off the top 100 list entirely were troubled-brands Merrill Lynch (now part of Bank of America), AIG and ING.