RAPAPORT... Global branding consulting firm Interbrand released its “Best Global Brands 2012” list with Coca-Cola coming in at the top, followed by Apple and IBM. Rounding out fourth place was Google, which for the first time exceeded the brand value of Microsoft, which came in at fifth place.
Apple had the biggest brand value increase in 2012 at 129 percent year on year, followed by Amazon at 46 percent and Samsung at 40 percent. New entrants to the list included Facebook, which just became a publicly traded company this year, at number 69, as well as Prada, Kia, Ralph Lauren, MasterCard and Pampers.
While technology brands dominated the list, many “fast-moving consumer goods” brands have consistently grown their value by expanding into emerging markets. Automotive and financial service brands are still feeling the effects of the weak economy, however.
Many jewelry and jewelry-related brands made the list as well. Louis Vuitton, for example, was 17th overall, while eBay was in 36th place, Gucci was at 38th, Cartier at 68th, Tiffany & Co. at 70th, and Avon ranked at 71.
Interbrand noted that despite the slow global economic recovery, luxury brands increased their brand value from 2011 and proved resistant to slowdowns in the market. Success in luxury, it added, is dependent “not only upon a portfolio of superior products and superb quality of service, but also a strong cohesive brand, a formidable digital presence, and reputation that is timeless, elevated, and refined.”
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