Nokia named 5th Best Global Brand

The world leader in mobility has jumped up one place from last year's study, which annually displays the top 100 brands in the world based on independent measurements that assess the brand's total value. Nokia knocked computer hardware giant Intel from their 2006 number five position, beating automotive company Toyota to fifth place. US household names Coca-Cola, Microsoft, IBM and GE occupy the first four positions.

Nokia was also named as a notable performer in the report, with their brand value increasing by 12%. "Nokia has rediscovered the theme of demand creation by focusing on simple, easy to use handsets that are sleek and stylish," the report said.

Measurements to find a brand's value are assessed using Interbrand's tried and tested formula, which includes elements such as financial strength, importance in driving consumer selection and the likelihood of ongoing branded revenue.

Companies have to meet other criteria for being considered in the running for the top 100 including having publicly available financial data, one third of revenues generated outside of country of origin, and to be a market facing company. Nokia has been in the top ten for the past two years, but 2007 is the first time the Nokia brand - valued at $33.7m - has broken in to the top five.

Eddie Maalouf, Area Director Marketing, Nokia Middle East and Africa said: "This recognition demonstrates the solid foundations and hard work of our corporation and it is a real achievement to be recognized in this way. A lot of our success is attributable to Nokia's core business practices and philosophies, which revolve around providing our customers with stylish, usable, robust, experiential and relevant devices with Nokia's signature and world famous quality and ease of use - in today's quickly evolving technology-centric world.

"Globally, consumers across all levels have come to know and trust the Nokia brand as one that inspires confidence and one that is synonymous with quality technology and services that are specifically and uniquely designed for them," he said.

Eddie Maalouf also discussed the impact that careful, focused endeavours in different regions have had on the company's overall success. "Our brand value has grown significantly based on the strength - and the continuing work we do in new markets and regions like the Middle East and Africa.

"The Middle East and Africa region is already growing in terms of demand for mobility - it is increasingly important for both business and individuals. If we continue to focus on the individual needs of customers in a specific region - throughout all global regions - we are sure this will allow us to maintain our position," said Eddie Maalouf.

Nokia is the only Finnish brand to make the top 100, in a table which is dominated by 53 US brands. Other notable presences by origin country are from Western Europe - Germany the UK and Switzerland, while Japan and North Korea represent Asia, mostly in the Automotive and Consumer Electronic sectors.

A number of diverse sectors are present in the top 100 including Automotive, Luxury Brands, Financial Services, Internet Services, Beverages, Personal Care and Food.