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Apple declared second best brand in the world

By Greg Goodsell
October 4th, 2012
Catholic Online (www.catholic.org)

According to market research firm Interbrand, Apple came in just behind top-seated Coca-Cola. Based on specific factors, among the 100 best global brands for the year, Coca-Cola scored a total brand value of $77.8 million, while Apple was given a value of $76.5 million.

LOS ANGELES, CA (Catholic Online) - Apple saw a 129 percent rise in its brand value since last year, the largest gain among all the brands on the list.

In ascending Apple to second place worldwide, just how does Interbrand choose which brands it considers best?

According to Interbrand, the firm chooses its top companies thusly:

1. The financial performance of the branded product or service.

2. The role the brand plays in influencing consumers.

3. The strength of the brand in asking a premium price for its products or bringing in earnings for the company.

Apple co-founder and former CEO Steve Jobs died last year, but Interbrand still gives him the credit in "humanizing" the Apple brand and business. According to Interbrand, Jobs wanted customers to "feel a certain way" when using an Apple product, or visiting an Apple store, or surfing to the Apple Web site. Jobs knew that a brand "connects a business with the hearts and minds of consumers."

Thanks in part to his "smooth transfer of power," Apple has continued to succeed despite the absence of Steve Jobs as well as his planning for the future, Interbrand noted. Some reports say that Jobs left plans for four years' worth of Apple products after his passing.

"The market may move on if Apple's products cease being a differentiator of class, taste, or cool, but that doesn't appear to be happening any time soon," Interbrand added.

Apple has slowly risen up the Interbrand ranks, rising to No. 24 in 2009, No. 17 in 2010, and No. 8 last year.

What other tech players made Interbrand's list? There are quite a few.

IBM took third place behind Apple, with Google No. 4 and Microsoft No. 5. Intel was No. 8, Samsung No. 9, and Cisco No. 14. Other top tech brands included Hewlett-Packard, Oracle, Nokia, Amazon, SAP, eBay, and Sony. Facebook found itself on the list for the first time, coming in at No. 69.

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