The results of the Interbrand Best Global Brands
2012 survey were announced at an event in Johannesburg
on 3 October 2012. There were few surprises, with Coca
Cola retaining its number one spot and getting a valuation of
US$ 77 billion. Technology is, however, where all the
action is at the moment (witness the extraordinary tablet wars
involving Apple, Samsung and Google),
and it's the tech brands that once again dominate the rankings
- Apple comes in at number two with a valuation of US$ 76
billion, followed closely by IBM (3), Google (4),
Microsoft (5), Intel (8) and Samsung
(9). Apple was undoubtedly the star performer,
going up six places from its 2011 ranking, and seeing its value
increase by a whopping 129%. Something that prompted
Interbrand to say this: 'Jobs recognised
that a brand is so much more than a logo... He also recognized that
a brand is what connects a business with the hearts and minds of
consumers... Increasingly associated with the
