Apple, co-founded by Steve Jobs in 1976 is the new
most valuable brand in the world, according to a closely followed annual report
about the values of the brands. Based on
Interbrand estimates the value of the Apple brand at $98.3 billion. Interbrand is
a corporate identity and brand consulting company owned by the Omnicom Group
that has been compiling the Best Global
Brands report since 2000
Apple replaced Coca-Cola as first among the 100
most valuable brands based on criteria that include financial performance.
Apple has risen very fast on the brand ladder recently. Brand Apple was No
. 2
last year, climbing from No. 8 in the 2011 report.
Bad thing for Coca Cola is that it has fallen to third spot after
google in the list. The value of the Coca-Cola brand also rose, by 2% to $79.2
billion. Coca Cola was on the top spot
for last 13 years. Branding which used to be a war between the soft drink
makers has now shifted to technology.
Out of the top 10 Best Global Brands for 2013, five are in technology: Apple;
Google; Microsoft, No. 5, unchanged from last year; Samsung, 8, compared with 9
last year; and Intel, 9, compared with 8 last year. At second spot in the new
report is : Google, which rose from fourth place last year.
Bad news for technology brand was- BlackBerry,
which tumbled last year to 93 from 56 in 2011, has disappeared from the list. Nokia
is the biggest faller. It dropped to 19 from 14 in 2011, finished this year in
57th place among the 100.
Most talked about brand - Facebook, climbed to 52
from 69 last year, its first year on the list. Among non-technology brands, a
notable addition to the list was Chevrolet, at 89, the first General Motors
brand to rank among the Best Global Brands. Chevrolet is sold in 140 countries.
The attributes of Chevrolet ads play up like “value for money and designs that
move hearts and minds.”
Although “Coca-Cola is an efficient, outstanding
brand marketer, no doubt about it,” Jez
Frampton, global chief executive at Interbrand, said Apple and other leading
technology brands have become “very much the poster child of the marketing
community”.
“Brands like Apple and Google and Samsung are
changing our behaviour: how we buy, how we communicate with each other, even
whether we speak with each other,” Frampton said. “They have literally changed
the way we live our lives.”
In nut shell consumers would switch brands to “one
that was associated with improving people’s lives,” as said by Sue Shim,
executive vice president and chief marketing officer at Samsung.
Other Posts :
No comments:
Post a Comment