Microsoft is top technology brand in Interbrand study

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New York--Microsoft Corp. ranked as the top technology brand and the No. 2 brand overall in the "World's Most Valuable Brands" study, conducted by brand consultancy Interbrand for BusinessWeek. The results of the study were released Friday.

Coca-Cola retained its position as the top brand in the world, while IBM Corp. ranked third. General Electric Co. ranked fourth, followed by Intel Corp., Nokia Corp. and The Walt Disney Co.

Interbrand calculates brand value based on net present value of earnings the brand is expected to generate in the future.

Despite the sluggish economy, some brands actually increased in value. Samsung (No. 34) had a 30% increase in brand value, and Dell Computer Corp. (No. 31) had a 12% increase. Most brands, however, saw decreases in value. In the slumping telecommunications industry, Nokia lost 14% of its brand value, and Ericsson lost 49%.

The study will be published in the Aug. 5 issue of BusinessWeek and is available at

--Kate Maddox

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