Three Connecticut names, led by General Electric, are among the world's 100 most valuable brands, an annual listing by Interbrand that came out Monday.
Fairfield-based GE holds its spot as No. 6, valued at $47 billion, up 7 percent.
Smirnoff, the vodka developed in Hartford by the old Heublein Co., slipped to No. 95 from No. 90, even though its value increased by 5 percent to $4.3 billion. It's now owned by London-based Diageo, which has its North American headquarters in Fairfield County.
And the third Connecticut brand: Otis elevator, perhaps, or Carrier air conditioners? Both of those United Technologies Corp. brands have about $12 billion in sales. Nope, they're not direct-to-consumer enough for Interbrand, apparently.
How about Travelers, Aetna or Stanley? No, no and no.
Yale University would easily crack the list but only for-profit brands were considered.
It's Duracell, the battery company based in Bethel, which has a long Connecticut history and is now owned by Procter & Gamble. Duracell joins the list for the first time at No. 85, ahead of Chevrolet, Heineken, Starbucks and MasterCard, among other household names. Duracell comes in at $4.6 billion.
The values assigned by Interbrand are for the brands, not the companies behind the brands.
Here's the Top 10, with values in billions:
1. Apple, $98
2. Google, $93
3. Coca-Cola, $79
4. IBM, $79
5. Microsoft, $60
6. GE, $47
7. McDonald's, $42
8. Samsung, $40
9. Intel, $37
10. Toyota, $35