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Coca-Cola's 13-year tenure as "Best Global Brand" is over, however the new leader shouldn't really surprise you. Apple knocked Penelope Cruz's favorite soft drink from the number one spot on Interbrands' annual valuation report, but after posting massive revenues time and again -- including a company-record $54.5 billion in January -- this isn't too startling. Cook and friends started their ascent at the eighth spot in 2011, and climbed to second place in 2012 before stealing the top prize in the latest list. Interbrand pegs Cupertino's brand valuation at $98.3 billion, which isn't exactly pocket change. Don't cry for the Sprite-maker though, it's still on the podium according to The New York Times, but behind another tech-powerhouse: Google.
Via: The New York Times
Source: Interbrand
Interbrand likes to give the world's top companies a brand value, or a mix of their on-the-ground fiscal performance with an estimate of the premium they can ask through name alone. While there are a lot of traditional names in the consulting company's 2012 list, the surprise this year is just how aggressively technology has invaded the top of the charts. It's a good year to be a part of the mobile ecosystem: a very profitable Apple was by far the fastest grower and clinched second place in the list behind only Coca-Cola, while Kindle Fire creator Amazon (20th place) and Apple's frequent rival Samsung (ninth) also shot past brands as big as Disney and Toyota. A special nod goes out to 69th-place Facebook, whose IPO this year and its recognition put it past companies like Porsche almost overnight. Not everyone in technology came out a winner -- Microsoft, Nokia and RIM were among those that took a bruising -- but Interbrand's rankings hint that it's better to be making tablets than designer handbags.
Filed under: Apple, Microsoft, Nokia, Amazon, RIM, Facebook
Interbrand: Apple, Amazon, Samsung fast becoming brand darlings, ousting crusty traditional labels originally appeared on Engadget on Thu, 04 Oct 2012 08:21:00 EDT. Please see our terms for use of feeds.
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