Apple has broken into the top 10 on the Interbrand (http://www.interbrand.com) “Best Global Brands” report. Last year it ranked 17th.
The Interbrand methodology analyzes three key aspects that contribute to a brand’s value: the financial performance of the branded products or services; the role of brand in the purchase decision process; and the strength of the brand to continue to secure earnings for a company. This year’s Top 100 Best Global Brands have demonstrated that, despite an erratic economic landscape, they are constantly flexing, evolving and innovating — all in an effort to meet the new needs of today’s consumer, says says Interbrand CEO Jez Frampton.
“By refining digital strategies and strengthening social networks, today’s most valuable brands are creating more relevant customer engagements,” he adds. “These brands have seized opportunities to host richer, more tailored experiences, which, in turn, help drive longer-term loyalty and value among consumers and partners alike.”
This past year, technology brands continued to show sector-wide growth. Seven of the top 10 brands (IBM, Microsoft, Google, GE, Intel, Apple and Hewlett-Packard), four of the five biggest risers (Apple, Amazon.com, Google and Samsung) and the one of the few new entrants to the Best Global Brands report (HTC, the mobile device maker in Taiwan) all hail from within the tech sector.
The top 10 list includes (in descending order): Coca-Cola, IBM, Microsoft, Google, GM, McDonald’s, Intel, Apple, Disney and HP.