Social network Facebook has entered the list of top 100 global brands for the first time since its US share float earlier this year.
The study is the 13th annual Best Global Brands report from Interbrand, a brand consulting company owned by the Omnicom Group. The report ranks what it deems the 100 most valuable brands on criteria that include financial performance, the role the brand plays in influencing the choices made by consumers and the brand’s ability to help its parent’s earnings.
Facebook now has more than 900 million members worldwide with its profile lifted by a Hollywood movie and by founder Mark Zuckerberg’s title as Time magazine’s person of the year.
Meanwhile iPhone maker Apple has jumped six spots up the list since last year, from eighth to second, pushing IBM to third spot while Google remains in fourth and Microsoft drops to fifth.
Also, two brands dropped out of the top 10: Disney, which fell to No. 13 from No. 9 last year, and Hewlett-Packard, which fell to No. 15 from No. 10.
InterBrand calculated that Apple’s brand value had increased 129 per cent in 2012, despite the company’s founder Steve Jobs passing away a year ago.
“Even in the face of increasing competition from rivals Google and Samsung, the company continues to demonstrate its commitment to protecting the Apple brand and its intellectual property,” said InterBrand’s study commentary.
“Such commitment enabled Apple to post quarterly revenue of US$35b and quarterly net profit of US$8.8b in July.”
Other new or re-emergent brands on the list are Procter & Gamble’s Pampers nappies [34th], luxury fashion brands Prada [84th] and Ralph Lauren 91st, car maker Kia [87th] and credit company MasterCard [94th].
Several brands that were ranked lower on the 2012 list compared with last year’s have also been suffering setbacks. Among them are BlackBerry, which tumbled to 93 from 56; Goldman Sachs, which declined to 48 from 38; and Nokia, which dropped to 19 from 14.
Conversely, several brands in the top 100 took noticeable steps up. They include, in addition to Apple and Samsung, Amazon, which climbed to 20 from 26, and Nissan, which rose to 73 from 90.
The year’s top rising brands were all computer technology brands, except for resurgent Japanese car maker Nissan.
The report in full is available at www.bestglobalbrands.com.