MCDONALD'S is the number one brand in the world according to a new book compiled by a branding consultancy firm, Interbrand. The firm has published a book, The World's Greatest Brands, which provides an independent assessment of 350 global brands, evaluated according to four criteria used by the firm.

These criteria are dominance in the market, extension into other markets, breadth across age, gender and religious categories, and customer commitment. McDonald's scored highest in three of the four categories, with Coca Cola coming first in the breadth across categories criteria.

The top 10 brands are: McDonald's; Coca Cola; Disney; Kodak; Sony; Gilette; Mercedez Benz; Levi's; Microsoft, and Marlboro.