Mikey Campbell
Brand consultancy firm Interbrand on Tuesday released its annual "Best Global Brands" study for 2012, and found Apple had the second-best brand value behind reigning champion Coca-Cola.
According to Interbrand, Apple's brand value increased 129 percent to reach an estimated $76.5 billion, the most growth shown by any of the top 100 companies on the global list. In determining value, the firm measures financial performance of branded products or services, the role of brand in the purchase decision process and the overall strength of the brand.
Apple leap-frogged over other huge corporations to take the No. 2 spot behind Coca-Cola after an eighth place finish in 2011. The company's brand value beat out Intel, McDonald's, GE, Google, Microsoft and IBM all in the past year.
The results are even more significant has enjoyed a meteoric rise to become the report's second most valuable brand in the world, jumping 18 spots since 2009.
Performance of 2012's top five companies since 2001.
Although the iPhone maker didn't take the top spot, it outperformed smartphone rival Google, which placed fourth after rising 26 percent to end with a value of $69.7 billion. Rounding out the top five global brands was IBM's $75.5 billion in third and Microsoft's $57.8 billion in fifth. The Windows maker was the only top-ten company to have lost ground in 2012, having dropped two percent from a year ago.
Christine McKee
Andrew Orr
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19 Comments
Yeah, but Maps is such an utter catastrophe. /s (SARCASM for those who don't get the /s tag)
Number two behind coke. I'll drink to that!
As much as I'm amazed by Apple's upward climb, I'm amused by Microsoft's declining vector.
Do you want to sell sugared water for the rest of your life? Or do you want to come with me and change the world?
Yet more evidence of Tim Cook's incompetence and lack of leadership. Reminds me if the 90s.. Apples downward spiral continues. Oh woops, wrong thread. Still need to work out the bugs in my troll script.
I qa juat checking out how some of the other top 100 brands were doing. I was impressed by Samsung's growth to number 9 spot with a 40% rise (compared to Apple's 129% rise). I was also surprised that the one company to really plummet in value... no one else was even close to how rapidly Research In Motion changed location downward, falling 39% to number 93.
People love some of the banks and trading companies at the center of the financial crisis more then they do RIM.
Even HP, with all their travails and "CEO of the Month" challenge only fell 8% to number 15.