Apple and Samsung on the rise in Best Global Brands ranking

Coca-Cola has held on to its number one spot in Interbrand’s Best Global Brands 2012 survey, with Apple rising to second place.

2012 ranking 2011 ranking Brand
1 1 Coca-Cola
2 8 Apple
3 2 IBM
4 4 Google
5 3 Microsoft
6 5 GE
7 6 McDonalds
8 7 Intel
9 17 Samsung
10 11 Toyota

One of the biggest jumps in the chart has come from Apple’s tech rival Samsung, which has broken into the top ten this year, ranking ninth, up from 17th last year.

Interbrand’s report, which lists the top 100 companies, aims to offer a ranking of the brand as a business asset.

It is compiled using three main criteria: financial performance, role of the brand, and brand strength.

This year’s ranking sees Coca-Cola in number one, Apple in the second spot, up from eighth last year, and IBM dropping from second to third in the ranking.

Referring to Apple, which saw a 129 per cent increase in brand value last year, Interbrand says, ‘The response to Steve Jobs’ death last year proved how deeply millions connect with Apple on an emotional level.

The Apple Store in London's Covent Garden
The Apple Store in London’s Covent Garden

‘Jobs recognised that a brand is so much more than a logo. He instinctively knew that customers needed to feel a certain way when they picked up an Apple product, when they entered an Apple store, or when they visited the Apple website.

‘[He] also understood the importance of a smooth transition of power, which is why Apple maintained its momentum throughout 2011.’

Referring to rival Samsung, the report says, ‘Samsung is one of the biggest successes of 2012… with 19.1 per cent of market share, Samsung became the global leader for smartphone shipments in 2011, ahead of Apple and Nokia.

‘Furthermore, Samsung’s sponsorship of the London 2012 Olympic Games, an in particular the Torch Relay, has raised brand awareness, with 14 million people judged to have seen its branded bus in the UK.

Samsung's Olympic logo, designed by Kate Moross
Samsung’s Olympic logo, designed by Kate Moross

‘Despite setbacks around the recent patent trial with Apple, the company goes into 2013 with a strong stance in the market.’

Other big risers in the charts include Oracle, which has risen to 18th with a 28 per cent increase in brand value, Amazon, which is at 20th with a 46 per cent increase, and Nissan, which has risen by 30 per cent and stands at number 73,

Facebook is a new addition to the charts, making its debut at number 69, while other new additions include Prada, Pampers and Mastercard.

Facebook, a new addition to the Best Global Brands ranking
Facebook, a new addition to the Best Global Brands ranking

Some of the biggest drops in brand value have come from BlackBerry, down 39 per cent, and Nokia, which is down 16 per cent.

Jez Frampton, global chief executive of Interbrand, says, the leading brands are those that manage to ‘leverage new technology in service of the human connection’ and ‘are in touch with their own humanity and the humanity of others’.

To read the report in full visit www.interbrand.com.

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