October 04, 2011

Apple Among Biggest Gainers in Global Brands Report

Despite its popularity and the fact that you can’t turn a corner without seeing an iOS device, Apple (News - Alert) only made it in the top 10 brand list just now, for the first time ever, in fact.

Coca-Cola is Interbrand’s 2011 Best Global Brand out of its report, the number one spot that it has kept for the last twelve years. Apple, however, came in at #8, a spot it has never, ever seen. Thanks to a brand value of 58 percent, Apple’s finally a household name, just like the tried and true beverage.

Technology brands dominated this year's list with Google (News - Alert) coming in as one of the biggest risers as its value soared 27 percent to $55 billion.

Google is coming in on the heels of Microsoft, which slipped 3 percent to $59 billion.

Seven of the top ten brands are, in fact, technology companies. Apple’s jump from last year is impressive, as it managed to go from 17th place to number 8.

“Looking at global intentions to purchase tablets, 85 percent of people considering a tablet say they want to buy an iPad,” said Jez Frampton, Interbrand's Global chief executive officer, according to AP. “There isn't a single other competitor above 5 percent.”

“By refining digital strategies and strengthening social networks, today's most valuable brands are creating more relevant customer engagements. These brands have seized opportunities to host richer, more tailored experiences, which, in turn, help drive longer-term loyalty and value among consumers and partners alike,” said Frampton in a press release.

HTC (News - Alert) made its first appearance in Interbrand's Best Global Brands report this year, coming in at number 98. HTC, a mobile device company that recently shifted from B2B to B2C, is focusing on increasing consumer awareness, establishing partnerships with more established brands and enhancing its digital brand strategy.

“Uncertainty is the new status quo, so today's brands need to be quick and nimble,” noted Frampton. “Consistency, relevance and commitment are imperative if a brand is to keep pace in our rapidly changing world.”

Michelle Amodio is a TMCnet contributor. She has helped promote companies and groups in all industries, from technology to banking to professional roller derby. She holds a bachelor's degree in Writing from Endicott College and currently works in marketing, journalism, and public relations as a freelancer.

Edited by Jennifer Russell