Interbrand Study Ranks Apple's Brand #24 in World
Interbrand Study Ranks Apple's Brand #24 in World
by , 7:30 AM EDT, September 19th, 2008
Apple Inc.'s Brand has been ranked as the 24th most valuable brand in the world, according to a new study released by Interbrand. Apple rose nine places in the ranking -- up from #33 last year -- edging past megacorps such as Sony (#25), Pepsi (#26), Nike (#29), and Dell (#32).
While Apple is now firmly ahead of Dell, whose then-CEO infamously said in the late 1990s that Apple should be parted out with the proceeds returned to its shareholders, today's arch-rival of Microsoft is valued as the #3 most valuable global brand, down from #2 in 2007.
Coca Cola remained the #1 global brand, and IBM traded places with Microsoft to rise from #3 to #2. Nokia (#5), Intel (#7), Google (rising 10 places to #10), HP (#12), Cisco (#17), Samsung (#21), and Oracle (#23) are the other tech companies ahead of Apple in the rankings.
Interbrand releases its study annually, with the intent of the study to place a value on the effect that a brand will have on future sales. The company's methodology uses only publicly available financial information, and excludes companies that have a "purely B2B single audience with no wider public profile and awareness."
Observer Comments
The new Interbrand ranking of 'top brands' is a gloriously inane bit of nonsense, really. They set out to find what they want to see, close their eyes to evidence of every business driver that has a rational explanation, and then 'see' evidence of branding in the resulting absence of proof. 'Better' brands don't sell or make more, and they don't suffer less in bad economic times.
Worse, there's no forward-looking decision that businesses can make based on this silly rating system: well, unless that decision is to hire a branding firm to do more of whatever it is they do!
I'm surprised we don't ask more from this type of announcement, though I suspect that most execs note it and move on.
I've written about it at some length on my blog, DIM BULB (http://dimbulb.typepad.com/my_weblog/2008/09/your-branding-i.html), as well as in my new book, BRANDING ONLY WORKS ON CATTLE (http://www.amazon.com/Branding-Only-Works-Cattle-competitors/dp/0446178012/ref=pd_bbs_sr_1?ie=UTF8&s=books&qid=1222082786&sr=8-1).
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