Google overtakes Microsoft, Apple climbs six places in Interband's "Best Global Brands"

On October 2 brand consultancy agency Interbrand released its 13th annual "Best Global Brands" report. While Coca-Cola retained pole position, Google was ranked above Microsoft for the first time since the report began and Apple climbed six places to second position. Interbrand compile the rankings in the "Best Global Brands" report by assessing the brands across three key areas: "financial performance of the branded product or services," "the role of the brand in the purchase decision," and "the strength of the brand." Interbrand's methodology is the first of its kind to be ISO Certified and a full breakdown of the methodology can be found at: http://goo.gl/j0EVK. This year's "Best Global Brands" revealed some interesting changes among the world's biggest software/ tech companies. While drinks brand Coca-Cola retained its number one spot, Apple climbed six places, from eighth place in 2011 to second place in 2012. According to Interbrand, Apple's ascent up the charts is due to a combination of increased sales in both emerging and developed markets, a continuing sense of brand loyalty from its customers and a strong emphasis on brand protection. According to Interbrand, Apple has generated a net profit of $8.8 billion this year and has experienced an increase in brand value of 129 percent. Apple's rival Samsung also demonstrated strong growth climbing from 17th position to ninth this year with a 40 percent increase in value. Interbrand attributes this meteoric rise to the company's strong smartphone sales and online buzz surrounding the launch of the Galaxy SIII and the Galaxy Note. Google, in fourth position, has, for the first time in the history of Interbrand's "Best Global Brands" report, overtaken rival Microsoft. Google experienced a 26 percent increase in brand value over the past year yet remained in fourth position, Microsoft however experienced -2 percent growth in brand value from last year, causing it to fall from third position in 2011 to fifth position in 2012.