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Starbucks named a top global brand, place to work

January 19, 2012

Based on financial performance and brand strength, Starbucks was listed on Intrabrand's top 100 global brands of 2011. The Seattle-based coffee chain was No. 96 on the list.

Intrabrand, a global brand consulting firm, recognized Starbucks' new logo that received positive consumer response, as well as an ambitious expansion into China.

Starbucks also continues to set the pace for sustainable efforts and, by 2015, expects to have 100 percent of its coffee provided by certified ethical sources. My Starbucks Idea and My Starbucks Signature websites also position the company as a "social media powerhouse."

McDonald's was No. 6 and was recognized for its consistency, quality and consumer responsiveness.

"The longtime fast food leader drives innovation in the category it dominates — from McCafé, its higher quality coffee (with sales challenging Starbucks) to a healthier Happy Meal," Interbrand posted.

Interbrand also recognized the company's efforts in environmental sustainability, including requiring its suppliers over time to source their products entirely from sustainably managed land, and converting vegetable oil into biodiesel fuel. McDonald's was the top restaurant on the list.

Coca-Cola was listed as No. 1 overall, just as the beverage company celebrates its 125th anniversary. Coke's strength is in brand promotion, with "enormous exposure" through top-tier sponsorships such as the FIFA World Cup.

IBM, Microsoft, Google, General Electric, Intel, Apple, Disney and HP rounded out the top 10.

Other foodservice brands to made the Top 100 include:

No. 22: Pepsi.The brand is still experiencing positive results from its 2008 redesign and repositioning, and also received a boost from an increased presence in the digital space.

No. 29: Budweiser.

No. 30: Nescafé.

No. 62: KFC.The chicken leader was commended for being adaptable and forward-thinking on a global scale, noting its expansion in Russia and India, and dominance in China. However, despite positive efforts in sustainability and social media, KFC continues to struggle domestically. Its parent company Yum! Brands recently announced an unknown number of layoffs at KFC's Louisville, Ky., headquarters.

No. 63: Sprite. The beverage company continues to diversify its portfolio globally, with its latest launch being Sprite Tea in China.

No. 78: Jack Daniels.

No. 81: Pizza Hut. Interbrand recognized Pizza Hut's menu expansion, with the addition of pasta and wings, as a positive step away from a single-product reputation. The largest pizza company in the world was also lauded for its mobile strategy, with the introduction of iPhone, iPad and Android apps in the spring 2010.

No. 86: Corona.

No. 88: Johnnie Walker.

No. 89: Smirnoff.

No. 91: Heineken.

Intrabrand first started ranking the top 100 global brands in 2001. The firm considers how a brand attracts and retains talent and delivers on customer expectations, as well as its financial performance, its role in the purchase decision process and its overall strength.

Financial performance is analyzed as economic profit, and how much a brand returns to its investors.

Role of the brand measures the portion of the decision to purchase that is attributable specifically to brand, exclusive of other aspects such as price.

Finally, brand strength measures its ability to secure expected future earnings. Interbrand's complete list of top brands, as well as past lists, is available here.

Starbucks named a 'best place to work'

Starbucks made its way onto another "best" list for 2011, ranking No. 73 on Forbes' 100 Best Companies to Work For. The chain previously ranked 98th.

According to Forbes, Starbucks' perks include full health insurance benefits, even for part-time workers, stock awards and free coffee.

Google ranked No. 1 on the list which, aside from Starbucks, was devoid of any foodservice companies.