International brand consultancy Interbrand released its rankings of the world’s biggest brands yesterday, and there are some interesting shifts to take note of. We’ve already reported on Google being ranked higher than Microsoft, but where do our other favourite brands fall in the world’s top ten?
There are some big shifts that happened in the world rankings this year, most notably the big drop by former smartphone giant BlackBerry. The Canadian-based company dropped down to 93rd place in the world rankings, down from last year’s 56th place. You do the math. The drop is largely being blamed on the company’s lack of innovation, causing it to stagnate in a market where consumers are demanding constant and fast advances in technology. Anyone who’s used a BlackBerry in the last year knows that this hasn’t happened.
This need is echoed in the two brands that have done this – Apple and Samsung. Apple has jumped from eighth place to second this year, and Samsung has entered the top ten at ninth place, up from its ranking of 17th in 2011.
Interbrand is the world’s largest branding consultancy, established in 1974. Their rankings are based on the three key aspects that contribute to a brand’s value; the financial performance of the branded products or service; the role the brand plays in influencing consumer choice; and the strength the brand has to command a premium price, or secure earnings for the company.
Here are the top ten brands for 2012, with their 2011 ranking in brackets:
1 (1) Coca-Cola Beverages $77,8 billion, up eight per cent.
2 (8) Apple Technology $76,6 billion, up 129 per cent
3 (2) IBM Business Services $75,5 billion, up eight per cent.
4 (4) Google $69.7 billion, up 26 per cent.
5 (3) Microsoft $57,8 billion, down two per cent.
6 (5) GE Diversified $43,7 billion, up two per cent.
7 (6) McDonald’s Restaurants $40,1 billion, up 13 per cent.
8 (7) Intel Technology $39,4 billion, up 12 per cent.
9 (17) Samsung Technology $32,9 billion, up 40 per cent
10 (11) Toyota Automotive $30,3 billion, up nine per cent.
[Source: Vancouver Sun]
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