It has been around for 126 years. It is the second-most well known word in the world. It is again number one in Interbrand’s 13th annual Best Global Brands Report. It is Coca-Cola.

Coke beat out a plethora of tech brands for the top spot in Interbrand’s report for the second year running. Apple skipped up to second from its eighth-place showing in 2011 with IBM rounding out the top three.

Tech brands dominated the list with appearances from perennial consumer favourites Nike, Louis Vuitton and Ikea, among others. Gillette, on the heels of P&G’s high-flying Olympic ‘Thank you mom’ campaign, pulled up in the 16 slot and Pampers, another P&G brand, emerged for the first time at number 34.

Barclays, UBS and Zurich all dropped off the list this year, presumably in response to the ongoing recession and banking crisis.

Brands with the greatest amount of change included Samsung and Amazon, which both jumped at least 40 per cent, and Blackberry, which recorded a 39 per cent plummet as Apple and Android continue their monopoly of the smartphone marketplace.

“As global competition increases and many competitive advantages, like technology, become more short-lived, a brand’s contribution to shareholder value will only increase,” Jez Frampton, Interbrand’s global CEO, says. “The world’s 100 most valuable brands are leading the way by listening to consumers, employees, and investors alike and delivering a seamless and holistic brand experience across an ever-evolving range of consumer touchpoints.”