Interbrand Releases 13th Annual Best Global Brands Report
Canada's Blackberry plummets to #93 while Coca-Cola retains top spot, Apple jumps to #2
(firmenpresse) - TORONTO, ONTARIO -- (Marketwire) -- 10/02/12 -- Coca-Cola, Apple and IBM took the top 3 spots in Interbrand's 13th annual Best Global Brands report, while Canada's Blackberry dropped to #93, losing ground for the second consecutive year in the global brands ranking.
Coca-Cola retained its #1 position, Apple jumped to #2 thanks to stellar sales in both developed and emerging markets, while IBM held the #3 spot on Interbrand's 2012 report on the world's 100 most valuable brands.
Troubled Canadian brand Blackberry sank to #93, from its previous placing of #56 in the 2011 Best Global Brands report.
Last year saw Blackberry drop to the #56 spot from its 2010 placing of #54.
Blackberry had posted a leap to the #54 spot in 2010 from its 2009 ranking of #63 and had been one of the report's biggest gainers.
BlackBerry shipments are down 41% in the past year and market share now stands at 4.8% globally, compared with 11.5% one year ago.
"In order to survive, the brand must clearly demonstrate its relevance and value in today's crowded smart phone market," said Alfred DuPuy, Managing Director, Interbrand Canada. "If BlackBerry can deliver a truly innovative experience designed for today's mobile professional, it will send the message that the brand is committed to the B2B market on which it had originally built its success."
Despite its longstanding association with the B2B market, customers are struggling to understand what BlackBerry stands for, according to Interbrand Canada. Blackberry maker Research in Motion has been plagued by underwhelming product launches, delays in bringing products such as BlackBerry 10 to market and inconsistent marketing campaigns.
Social media giant Facebook enters the report at #69 after making headlines with the third-largest IPO in U.S. history, while Google at #4 experienced a 26% increase in brand value over the last year, exceeding now #5 Microsoft's brand value for the first time on the Best Global Brands report.
Interbrand's methodology - the first of its kind to be ISO certified - analyzes the many ways a brand touches and benefits an organization, from driving bottom-line business results to delivering on customer expectations.
To develop its report, Interbrand examines the three key aspects that contribute to a brand's value:
The entire 2012 Best Global Brands report and the global news release announcing the results are available online at .
Interbrand's 2012 Best Global Brands
About Interbrand
Founded in 1974, Interbrand is one of the world's largest branding consultancies. With nearly 40 offices in 27 countries, Interbrand's combination of rigorous strategy, analytics, and world-class design enables it to assist clients in creating and managing brand value effectively, across all touchpoints, in all market dynamics. Interbrand is widely recognized for its annual Best Global Brands report, the definitive guide to the world's most valuable brands, as well as its Best Global Green Brands report, which identifies the gap between customer perception and a brand's performance relative to sustainability. It is also known for having created brandchannel.com, a Webby-award winning resource for brand marketing and branding. For more information on Interbrand, visit interbrand.com.
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Interbrand Canada
Zoltan Lorantffy
416.628.2084
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Datum: 02.10.2012 - 12:00 Uhr
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