Apple's brand moving up the ranks

Apple's brand is getting stronger, according to the 2009 Best Global Brands list released on Thursday by market research firm Interbrand.

Calling Apple "among the most iconic of relatively young brands in the world," Interbrand moved it up four spots since its 2008 evaluation of the world's top 100 brands, from No. 24 to No. 20.

While many of the companies stayed near last year's ranking, the top five brands in the world did not move at all from 2008's report: Coca-Cola, IBM, Microsoft, General Electric, and Nokia.

(Credit: Interbrand)

Other brands on the list naturally include McDonald's, Google, Toyota, Intel, Disney, Mercedes Benz, Honda, and Samsung.

[knute6]

Of course Apple is finally receiving the attention it deserves. The big, bloated corporations like IBM and Microsoft are showing their dinosaur mentalities as they keep a muzzle on young, brilliant workers that have fresh and risky new ideas.

[Seaspray0]

Perhaps you should look at the list since both the companies you mention are #2 and #3. The top five shown in the article have not changed positions since last year. They are (in order from 1 to 5) Coca Cola, IBM, Microsoft, GE, and Nokia. Apple moved to #20 on the list and the article does not mention anything about workers or their ideas so I have no idea where you got that nonsense.

You need to unplug from the coolaid before you post.

[protagonistic--2008]

@ Seaspray0

While you are correct in your assertion you might want to take a closer look at the chart. While both IBM and Apple have increasing brand values MS, GE and Nokia all have decreasing brand values. That would indicate the poster was at least partially right. So you only rate a draw with him since you both only showed part of the story. :-)

[pjhenry1216]

Most of the brand names that fell had nothing to do with technology, except Intel. Aside from that, the computer/technology related brand names all moved up or stayed where they were. Cisco and Google both moved up 3 spots. Where is the article about them?

Seriously. This is just an advertisement for Apple. Most of the time I don't mind your Apple articles, but you can't even disguise this one as a real article.

[ckurowic]

@seaspray: Knute6's comment was perfectly legitimate. The companies on top are those who are worth the most monetarily. This has nothing to do with QUALITY. You sir need to examine the chart better before YOU comment.

[kaibelf]

@pjhenry: Get off it already. The point of the article is that for a company with such a relatively small footprint in the sector, it's gained 4 spots and has now cracked the top 20 of all brands in value. Can you honestly compare clear market dominators like Cisco and Google to Apple, which is still more of a specialized product line? Clearly, the fact that a company with such a small market share growing such brand recognition and ranking alongside incredibly massive corporate titans is notable.

[Renegade Knight]

@protagonistic--2008

GE lost a brillian leader. They had nowhere to go but down. It took some time for that reality to catch up. Still they are doing ok being in the top 10 still.

Nokia...if Apples going up, someone has to go down. As for the OP IBM has been written off before but they keep making the right calls. Bloated? Maybe, but nible. MicroSoft again, As Apple moves up, somebody's got to go down and Nokia and MicroSoft are direct competitors of Apple. Then again the "Bloated MS" has been around for less time than Apple. (I could be wrong, but it's definitly less 'relevant' time since MIS was nothing until IBM and DOS).

[Seaspray0]

Legitimate is when you can back up what you say with truth. The article backs up what I say almost word for word. It doesn't say anything about workers, their ideas, or mentalities. When you can back up that, then you can call it legitimate. Otherwise, I call it trash.

[WindsPast]

Um... you do realize that Apple is just as old of a company right... You're talking as if Apple is only a couple days old. You are obviously wrong. Apple's been around just as long as IBM. In fact, Macs made the first few known computers. Except they all sucked. Only reason why mac's been getting any attention now is that they're finally making something worth while. So don't be mistaken thinking that they're actually a young company.

[kaibelf]

@WindsPast

Um - IBM (International Business Machines) was incorporated in 1911, and Apple was in 1976. What are you smoking? IBM is WAY WAY WAYYYYYY older than Apple. The world didn't start with the home PC.

[Rolker]

I don't want to open a PC vs Mac war, but what is going on with Cnet?
For some reason, Cnet always seems to prefer any news about Apple, when the picture is much broader. This list is about ALL the brands, and not just Apple. But for some reason Cnet decided to mention in the title how "great Apple is".
Cnet should be neutral regarding its reports (journalism should be like that in general), but for some reason Cnet is not able to do that.

[sciontcya]

OK, Mr. Ballmer, settle down, grab a pink Zune, and chill.
Such thin-skinned babies you winboys are.

[Perry_Clease]

Cnet is a business not public service. Mentioning Apple, iPhone, OSX and such generate page views. MicroSoft and Windows generate page views and I often read those, but rarely comment on them unless it is correct a troll.

[Rolker]

It has nothing to do with trolling. Why is it that putting a comment that you don't like is trolling?
I'm mentioning that Cnet has this tendency to favor one company over the other. That's it. I didn't write that Apple is a bad company, or anything like that.
If it was any other company instead of Apple, I would have written the same comment.
And being a business doesn't mean that Cnet doesn't need to be objective.

[Perry_Clease]

"It has nothing to do with trolling. Why is it that putting a comment that you don't like is trolling?"

I NEVER said that you were trolling.

[Vegaman_Dan]

CNET has a well commented history:

"CNET is obviously paid by Microsoft," says the Apple fans when something comes out positive about Microsoft.

"CNET is just an Apple biased company," claims Microsoft supporters when an article comes out positive about Apple.

Here's a strange concept, and one I realize will not be popularly received, but it is what it is- Read this article or several and then form an opinion of your own instead of letting others decide what to think for you.

[CCCCnetttt]

Apple does a great job drumming up news via its secrecy before releases and the rumor mill. I would have hoped CNET would be above that (we don't need to know that some random analyst predicts Apple will make green iPhones or whatever), but they do seem to report on every little thing more so than with other companies. Applebite seems to be an obvious case where they are focussing preferencially on one company. I personally think it takes away from CNET but I assume it is what many of its readers want. Anther thing I noticed is the generic use of the term iPod when they mean MP3 player (e.g. a story where an aux jack was on the front of a receiver said it was "iPod compatiable"). It is fine to use that term when it is a iPod specific dock, but not when any audio source would have worked.

There are a few recent articles about some issues with the iPhone and OSX upgrades, so it isn't always favorable and I thought the Applebite treatment of the Zune HD was more favorable than expected.

Is there an HPbite, or Dellbite, or blackberry chomp in the works?

[sting7k]

Wouldn't have picked Nokia for the top 5 off hand but thinking about it more they are huge in the rest of the world. Can anyone ever knock off Coca-Cola?

[Renegade Knight]

Knocking off Coke would be tough. I wonder if the New Coke, Old Coke thing knocked them back a bit? Even then they fixed the issue pretty darned quick.

[gsmiller88]

It is quite surprising to see Nokia in the top 5 considering how they're regarded in the United States. I also wouldn't consider GE to be in the top 5.

[Seaspray0]

That depends on what you mean by "knock off". Sometimes a "knock off" refers to a second party copy. Or, it could imply unseating them from their position on the list.

[tdreher]

Nokia is much bigger outside of the handsets. Similar to the way IBM, most people dont see them everyday, but they are actually running things.

[The_happy_switcher]

The people who voted for Microsoft most likely have never used a Windows computer before--or any computer for that matter.

[Vegaman_Dan]

I've always been surprised that for a person with the handle of 'The_Happy_Switcher" that you are always so negative and whine nearly nonstop on CNET.

Doesn't sound very 'happy' to me. :/

[baconstang]

Apple went up 12%, MS went down 4%. Google went up 25%.

[Vegaman_Dan]

In name recognition. Not in any other means in this survey.

[esierra1]

"In name recognition. Not in any other means in this survey."

So the big news that Apple broke into the top 20 it's basically meaningless, that's what I thought. Can't have it both ways slam MS for loosing 4%, cheer Apple for gaining 12% and having Google's 25% go unrecognized...

[EvanSei]

apple is not as big as they pretend to be :) Ok enough of that....

I am waiting for apple to drop in the company list mainly because, apple is a fairly small company (when it comes to computers, and compared to other computer manufacturers) but it is well known because of huge marketing campaigns and a reputation for products that work great out of the box, are problem free, retain value, and have amazing customer support, and for being the "little guy" serving the customer. but the last few months I have seen apple releases products that were not ready to be released damaging the image of a problem free machine, Apple has ben taking some flack on there treatment of developers and seemingly ignoring the consumers wants in new products damaging the "little guy" image they are starting to become just another monster, sure they still retail-value well, and the customer support is off the charts lets just hope that doesn't change.... I miss the old apple, and I really am not to excited for what happens to apple after steve leaves.

[rwm72]

Go to Business Week site and check the parameters for their survey. It is Business Week after all, so $$ is the key criteria. IBM and MS make loads of $$. So does Apple and Google, but they are on the way up to the stratosphere in earnings... MS and IBM are already there and have been for years.

The survey is "Best" Global brands, and has strict restrictions placed on it... however, the use of the word "best" is highly debatable. Being business week, they publish surveys like this because the primary consideration is $ earned, and potential $ earned. It does not take into account how they get their cash, and whether their products are perceived as third rate... that is a separate debate for fan boys of all persuasions.

I do think the title of the survey is misleading though... Perhaps "Richest Global brand" or "Most successful global brand", but even then "rich" and "most successful" are subjective terms. If you class rich purely in $ terms, then do you lead a rich life? ... would you rather make $60 billion and have the reputation of third rate products... or make $30 billion and have the reputation of products that enrich your life? ... when is a bucketload of $ big enough, and do you really want or need a bigger bucket? ... ooh, got a bit philosophical there ... time to end ...

... Perhaps "Most successful Scrooge McDuck brands"...

[aras87]

when did Apple buy Cnet ? Seriously is Apple the only tech company on that list which moved up in the rankings ? Google moved up 25% on that list - which is the highest among companies in the list compared to Apple`s 12% but Cnet does not mention Google at all. I have been noticing this kind of favoritism for Apple since long time and will change my news source if this continues like that.

[shycelticwitch]

The fact that you consider this a news source leaves one to believe that you don't know the difference between news and paid advertisement. CNET is nothing more than a place for people who have a lot of unimportant opinions to post them. And a place for people who have nothing constructive to do with their time than sit here and make snide comments about those unimportant opinions.

I don't treat this site as a place for news or real time information. It is nothing more than an amusement park for techno geeks who think computers are gods. And let me tell you... I get some real amusement here on a regular basis.

For news, I will stick with CNN and BBC. Used to like Fox until they stuck their heads up the GOP's unowhat. CNET is nothing more than a playground for individuals who believe life revolves around what kind of computer you have.

This is the first comment I have found worthy of posting on since last week. Many of the posters here are daily users, and I mean DAILY. If you're posting here every day, all day... you're paid for it. Because if you're not, either you don't have a job, or your boss is ignorant to your waste of company time. Glad I don't work for that company.

[douggdangger]

OMG, #20! The "greatest" company in the world who have employees in China working 18 hour shifts in their sweatshop has finally climbed up the charts!

Why in 10 years Apple will be #19!

[douggdangger]

"For news, I will stick with CNN"

"Used to like Fox until they stuck their heads up the GOP's unowhat."

You mean CNN is reliable? Remember when they acused the Coast Guard of firing shots when they didn't? Did CNN retract their story? CNN is now the Communist News Network run by Barrack Hussein Osama.

Did CNN and the rest of your commie media cover ACORN's (Obama's cronies) news story when they were exposed giving advice on how to cheat on your taxes and a business of prostitution where children are being exploited?

Ha-ha-ha-ha-ha!!!

[Eurostar7]

Wasnt MS created AFTER Apple? Wouldnt that make MS a young company (and its already very dominant i must add)

Also, didnt MS AND Apple steal the idea of an OS with folders and menus and windows, ect? If i remember correctly they got the idea from IBM.

Didnt IBM create the USB port? Didnt IBM create fingerprint technology?

IBM also patented Bullet Dodging Armor also.

Also half of Apple's sales arent computer software or hardware, its Ipod/Iphone and accessories, and ITunes sales.

[rwm72]

MS and Apple started around the same time. MS developed software for the first recognised PC the Altair. Apple had the first successful mass market PC the Apple II. It was a phenomenon. MS bought DOS off a Seattle Computer Company... DOS was a blatent copy of CP/M from Digital Research. MS effectively leased DOS to IBM who were desperate to catch the upstart Apple with their Apple II. IBM PC was in 1981, 2 years after Apple II. IBM and MS make loads of $$ and stole market share off Apple. Apple countered with a revolutionary computer with new OS with GUI with folders, menus, windows, etc as you mention. The inspiration for this was from Xerox PARC not IBM. Xerox business was copiers though and saw no use for a GUI. Apple bought (not stole) the GUI prototype from Xerox and gave them shares in Apple as well I believe. Apple developed it thoroughly for use on personal computers.

Apple successfully implemented the GUI first for the PC market with the Lisa in 1983 (too expensive, bombed) then the first Mac in 1984 (more affordable, successful over time ). MS developed software for the Mac, and then licensed a few of the GUI features from Apple so they could create their own OS with a GUI ... but they were also secretly copying the rest without permission... naughty naughty. Apple sued Windows 1.0 and won, but MS kept going. Apple kept suing MS, and thought they would win, probably rightly so. The legal system didn't yet fully understand the whole PC industry, and perhaps strangely, eventually awarded in favour of MS after a 6 year legal battle. Legal precedent was created, Apple was gutted, and MS went on to win the OS war with Windows 1995... which was basically just a rehash of what Apple and IBM had been offering since 1989. But the world had fallen under MS spell. Ever since, MS is widely accused of copying Apple but they know legally they can do that. But these days they are both making billions and prospering.

[douggdangger]

"Also half of Apple's sales arent computer software or hardware, its Ipod/Iphone and accessories, and ITunes sales. "

The click wheel technology on the ipod was STOLEN from Creative. Apple bullied Creative in the courtroom and agreed on a settlement.

Also, the ipod became a success because of WINDOWS/PC users. Had the ipod been an Apple OS exclusive... it'd only have 1/10th of the market share it has right now.

So before any moronic Apple snobs look down at Windows/PCs, remember that YOU need us more than we need you.

[brudgers]

Apple at number 20 is news?

In case you don't remember, Pitt was number 20 in last year's BCS rankings.

(Not to slight the international readers: Ivory Coast is 20th in the FIFA world rankings.)

It's too bad the article didn't find a way to talk about Ian Poulter (20th, world golf rankings).

[jrj073000]

Knowing Apple is one of the most iconic brands of this generation goes without saying. They've come along way since the 80's.

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