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October 4, 2011

Apple makes it to top 10 brand list

Technology brands dominate this year's Interbrand list, with six technology companies featuring in top 10

By CBR Staff Writer

Apple has displaced Nokia in Interbrand’s top brands list to reach the No.8 position from last year’s No.17.

Interbrand’s annual report assigns a dollar value to each brand. In the report, Apple’s brand value has increased 58% year on year to $33.5bn.

Technology brands dominate this year’s list.

Apple is just below Intel which is at the No. 7 spot. IBM (No.2), Microsoft (No.3), Google (No.4) are three technology companies in the top five. Coca-Cola (No.1, $71.8bn) and GE (No.5) complete the list.

Eight of the top 15 brands in this year’s list are technology companies, with Cisco and Nokia at the 13th and 14th positions respectively. HP retains its spot at No. 10.

While Google’s brand value registered an impressive increase of 27%, it was Apple that climbed the most this year by registering a brand value increase of 58%.

Interbrand said, "Setting the bar high in its category and beyond, Apple is the icon for great branding meeting great technology to deliver a unique overall experience, making its giant leap from No.17 to No.8 in the rankings less than surprising.

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"Continuing its wave of first-to-market products, Apple launched the iPad in 2010 creating the new tablet category in the process…Steve Jobs’ recent resignation has the world curious about the impact on this innovative company as it is unclear how much of the brand’s success was due directly to Jobs’ own vision and control, and how much was due to his team — including new CEO, Tim Cook."

Apple has made the top 10 for the first time in Interbrand’s annual lists.

Interbrand San Francisco managing director Nirm Shanbagh said the technology brands from yesterday that stand the greatest chance of surviving today’s upheaval are the ones who have turned their attention to their audiences and focused on brand relevance.

Shanbagh continued, "They are asking what matters to users and what will matter, and building entire portfolios of brands, products, and offerings that address the needs of today and tomorrow. They’re finding a space for themselves in the new tech order by putting real innovation — in product and point of view — front and centre. In a way, they’re simply taking a page from the competition’s playbooks."

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