10-10. Each year, the Interbrand consultancy compiles a ranking of global brands. The topranked brands for 2012 are shown in Table 10-2. Browse through the list and choose any brand that interests you. Compare its 2012 ranking with the most recent ranking, which you can find online at www.interbrand.com. How has the brand’s ranking changed?

Consult additional sources (e.g., articles from print media, annual reports, the company’s Web site) to enhance your understanding of the factors and forces that contributed to the brand’s move up or down in the rankings.