02 October 2012

Interbrand Best Global Brands Report: Coca-Cola, Apple and IBM lead

- Apple jumps to #2; Facebook enters Top 100 as Google overtakes Microsoft 

New York, New York - 02 October 2012 – Coca-Cola, Apple and IBM lead Interbrand’s 13th annual Best Global Brands report. While Coca-Cola retained its #1 position, Apple jumped to #2 with stellar sales in both developed and emerging markets over the last year. Social media giant, Facebook (#69), enters the report after making headlines as the third largest IPO in US history, and Google (#4) experienced a 26% increase in brand value over the last year, exceeding rival Microsoft’s (#5) brand value for the first time in the history of Interbrand’s report. 

Interbrand, the world’s leading brand consultancy, publishes its Best Global Brands report of the world’s 100 most valuable brands on an annual basis. Interbrand’s methodology - the first of its kind to be ISO certified – analyzes the many ways a brand touches and benefits an organization, from driving bottom-line business results to delivering on customer expectations. To develop its report, Interbrand examines 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 
• The strength the brand has to command a premium price, or secure earnings for the company 

As global competition increases and many competitive advantages, like technology, become more short-lived, a brand’s contribution to shareholder value will only increase,” noted Jez Frampton, Interbrand’s Global Chief Executive Officer. “The world’s 100 most valuable brands are leading the way by listening to consumers, employees, and investors alike and delivering a seamless and holistic brand experience across an ever-evolving range of touchpoints.” 

2012 new entrants are Pampers (#34), Facebook (#69), Prada (#84), Kia (#87), Ralph Lauren(#91) and MasterCard (#94). 

Technology brands continued their strong push of recent years, with four of the five top risers hailing from the sector (Apple, Amazon, Samsung, and Oracle). In addition, five of this year’s Top 10 brands come from within the technology sector (Apple, Google, Microsoft, Intel, and Samsung). Apple, in particular, experienced record growth in brand value. 

Despite the current economic landscape, all of the luxury brands in this year’s report increased their brand value. The 2012 Best Global Brand report includes seven luxury brands: Louis Vuitton (#17), Gucci (#38), Hermès (#63), Cartier (#68), Tiffany & Co. (#70), Burberry (#82), and Prada (#84). 

Founded in 1974, Interbrand is one of the world’s largest branding consultancies with nearly 40 offices in 27 countries. 

Source: Interbrand