Apple crowned world's top brand

The iPhone and iPad maker beats out Coca-Cola, Microsoft, Google and IBM, according to new research on brand valuations.

By TheStreet Staff Oct 13, 2011 10:15AM

the streetBy James Rogers, TheStreet

 

Apple (AAPL) is the world's top brand, according to research released Wednesday by brand-valuation specialists Eurobrand, comfortably beating out second-place finisher Coca-Cola (KO).

 

Eurobrand rated Apple's brand value at more than $96 billion, well ahead of Coca-Cola at nearly $76 billion.

 

Apple, however, was not the only tech company with high brand awareness. Microsoft (MSFT), Google (GOOG) and IBM (IBM) rank third, fourth and fifth, ahead of McDonald's (MCD), AT&T (T), Procter & Gamble (PG), Pepsico (PEP) and Philip Morris International (PM)(Microsoft owns and publishes MSN Money.)

 

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Hewlett Packard (HPQ) came in 24th, slightly ahead of Intel (INTC) and Cisco (CSCO).

 

Apple, which launched its new iPhone 4S last week, continues to prove phenomenally popular with both investors and consumers. Recently, for example, Apple's stock hit new highs, briefly surpassing oil giant Exxon Mobil (XOM) in market cap.

 

Earlier this week, the gadget maker announced that the new iPhone 4S had smashed the company's record for preorders in a single day. Apple received more than 1 million orders for the iPhone 4S in the 24 hours after the device’s preorder debut, besting the record of 600,000 same-day orders for the iPhone 4.


And Bloomberg reported Thursday that the iPhone 4S is now sold out at U.S. wireless carriers.

 

Shares of Apple, which reports its fourth-quarter results next week, were rising 0.9% Wednesday morning at $405.70.

48Comments
Oct 13, 2011 1:39PM
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Funny that there are more PC users than apple by a wide margin thing is every thing apple if proprietary and only intellectuals are allowed to use them.

I work in IT so this is what my day is like and the apple users have no problem letting me know how intellectual they are since they use apple only. Ill admit that allot are quite bright but an computer is a computer and I get more functionality and versatility out of a PC that a Mac. 

and since I build most of my computers at least I know they were assembled with US labor!  

Oct 13, 2011 1:53PM
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The problem with Apple is just a decade after they released the Mac, they were nearly bankrupt.

In fact, had the US Gov't not pressured Microsoft to keep Apple afloat (or face anti-trust/monopoly breakup for having no competitors) they might not even exist today.

After all, why would Microsoft invest in a failing competitor, instead of just buying them?

So unlike Coke, Apple's brand is only as good as it's current product. Those products change yearly. Again, compare that to Coke.

Oct 13, 2011 2:13PM
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Just remember, these days, you are only as good as your last success. Nobody cares what you have done, only what you are doing for me today.
Oct 13, 2011 12:46PM
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Micheal Coats. What do mean by top polluters. I thought they were trying to be green and used recycled parts. It's bad enought they claim to be an American company with little or no Parts made in America, and most if not all the assembly of the Apple products made in "NOT AMERICA".
Oct 13, 2011 4:18PM
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Perhaps in dollar value Apple is #1 but certainly that shouldn't be the only metric.  In terms of sheer pervasiveness it has to be Coca Cola.  I've been in places in South Asia where you had to travel for hours by train and car and then hike to get to a village where you find subsistance living.  Those people wouldnt recognize the Apple logo let alone know how to use a computer or iPad.  But invariably somewhere in the village you'll finde a dusty old Coke sign that's been there for years.
Oct 13, 2011 1:44PM
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I think IBM is the most surprising given they aren't really a consumer technology company.  Apple, Coke, Microsoft and Google are in you face daily.
Oct 13, 2011 2:31PM
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@SARsandman.

I am not one of those. I fully understand That Toyota, Subaru, VW, and other Companies in that aspect are helping the US economy. What ever is produced in our National boarders are part of our GDP. And the profits help those companies in their National borders. Even the majority of our American vehicles have parts made from another country. In order for a product to be considered American, it's product must contain at least 70% US labor, parts, manufacturing, etc. I do not believe Apple products meet this criteria. I fully support them keeping their corporate office in the US and keeping their profits in the US also. I understand that if Apple products where made in the US they would probably cost twice as much. The same goes with HP, American based but assembled else where. I just get irritated that companies, although founded and based here, particularly for the legal protections from the government, continue to call themselves American based companies. I could almost say the Apple line of products is 70% foreign made. I hope I clarified my original post. JUST FOR THE HECK OF IT. For those that don't know. Not even Harley Davidson is 100% American Made. But it does meet the minimum requirement of 70%.

Oct 13, 2011 3:42PM
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I would of said Coka-Cola as the number 1.
Oct 13, 2011 4:12PM
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Apple the most popular brand?

Then the method for determination is flawed.

When Microsoft is used everywhere and by everybody, to the tune of 10 times as much, then the study isn't worth a crap.

Heck, Google and Facebook and Coca Cola and Pepsi and many other brands, are more noticeable than Apple's products.

What Apple is really good at, is hype.  No other company comes close.

Oct 13, 2011 3:57PM
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I honestly like apple. just because the creator of apple died it doesnt mean there is no apple. the guy didnt just simply snap his figers and poof theres an ipod or iphone. he had other people with him so they can manage without him.
Oct 13, 2011 3:48PM
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@Crabsign - I too believe this to be true. This article is comparing apples with oranges. There is no doubt that Coka Cola is distributed in more countries (over 200 if my research is right) and purchased by many more people than Apple. Apple may win this when it comes to $ amounts.
Oct 13, 2011 6:54PM
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All of those are American companies.  How about some jobs?  No pun intended.
Oct 13, 2011 1:05PM
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Andy, are you one of those that say even though toyota, hyundai, etc, builds cars here and employs Americans, it doesn't count because they're foreign based companies? Can't have it both ways...
Oct 13, 2011 3:24PM
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Wow,

The only thing I see on here is a bunch of Apple haters that are forgetting to recognize what it takes to build a top brand. In order to build a top brand requires a little more than just technology and software, but it actually requires innovation and some creative marketing.  The article just indicates that Apple is a top brand no one is saying that is the best technology solution.  I think all the people that are in denial that Apple is the top brand, must check the dictionary of what a brand is before making stupid comments and posting for everyone to see.

 

Oct 13, 2011 3:44PM
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@notgoingtobepc  I love how your ignorance shows on your comment... I love how you typed a big word not even knowing what it means, just to make yourself look smart.

( from your comment) " the irony in their antidisestablishment​arianism is humorous"

Here is what it means

an`ti`dis`es`tab`lis​h`men`ta´ri`an`ism    (ăn`tė`dĭs`ĕs`tăb`lĭ​sh`men`târ´ė`ăn`ĭz'm)

n. 1.

the doctrine or political position that opposes the withdrawal of state recognition of an established church; - used especially concerning the Anglican Church in England. Opposed to disestablishmentaria​nism

 

 

NOW HOW DOES WHAT YOU SAID MAKE ANY SENSE IN THE LEAST KIND OF WAY!

Oct 13, 2011 3:30PM
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Ur right about that But where do they get there technology made at not here where we need it to be
MADE IN USA. This christmas lets make mattel make there barbie here in usa instead of china then we buy them for my daughter untill then ama go with a real made in usa toy brand. If we stop buying there start listening. Occupytheworld

Oct 13, 2011 1:38PM
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Apple top brand and people think I am crazy Obsolete technology in a shiny package - my statement to the world the emperor has no cloths.
Oct 13, 2011 3:38PM
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@ Bulgarian Nightmare
Those who don't believe Apple is a top brand are not Apple haters. They are just very knowledgeable in the computer industry. Apple does not show the technology other companies do, they just know how to make things look shiny and pretty so they can attract the weak-minded (for the most part). 
I'm not assuming everyone who has Apple products is this way, but let's face it, the majority barely know how to properly operate a computer.

Apple is a top brand because of its intelligent marketing skills to attract buyers.
Oct 13, 2011 1:47PM
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I really am surprised that Apple even recieved top honor when I've been trying to repair my ipod and even though it has a few months of garentee left, they have not heard my plea. I don't know why but the ipod water sensor changed colors and it has never been close to water. Now they want to charge me $149.00 for the repair when I can get a new one for $279.00 plus tax. to me they might be big but not my favorite anymore.
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