Coca-Cola retains the #1 spot — Apple jumps to #2; Facebook enters Top 100 as Google overtakes Microsoft
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
TECHNOLOGY BRANDS CONTINUE TO DOMINATE
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. While there is no question that products like the iPad and iPhone 5 are attractive to consumers around the world, Apple‘s values and unmistakable human touch are what set it apart from competitors in the end.
FMCG/CPG (FAST MOVING CONSUMER GOODS/CONSUMER PACKAGED GOODS) BRANDS INCREASE IN BRAND VALUE AND EXPAND PRODUCT OFFERINGS
The rise in value of several FMCG/CPG brands — Kellogg’s (#29), L’Oréal (#42), Heinz (#46), Colgate (#47), Danone (#52), Nestlé (#57), and Johnson & Johnson (#79) — reflect successful growth, especially in the developing markets. Another growing trend observed this year was the increasing number of FMCG brands expanding into the healthcare space. Avon (#71) and Kleenex (#80) were the only two brands to lose brand value (-4% and -7% respectively).
Best Global Brands 2012 Report is here: http://www.interbrand.com/en/best-global-brands/2012/Best-Global-Brands-2012.aspx