Apple and Google make huge jumps on brand capital list
Last month, Bloomberg/Interbrand put together its list of the top companies by brand value, and it saw huge jumps by both Apple and Google. Now, Davis Brand Capital has put together its list of top companies by brand capital, and the two tech giants again saw big leaps. The Bloomberg/Interbrand rankings have a fairly straightforward method of achieving its results by looking at the company's financials combined with brand awareness and brand strength to pull together its list. Davis Brand Capital is a bit more nebulous with its metrics.
This is expected since Bloomberg/Interbrand aims to put a financial value on brands, whereas Davis Brand Capital (DBC) is trying to find a brand's comparative strength. To do this, DBC uses a combination of brand value, competitive performance, innovation strength, company culture, and social impact in order to determine its rankings.
In the DBC rankings, IBM had held the top spot for the past two years, but dropped to 2nd place this year as Apple jumped from 7th place all the way to the top. Google also saw a huge increase in its ranking after a slight drop last year. Google had dropped from 11th to 13th from 2009 to 2010, but this year the company climbed all the way to 4th place on the list. Microsoft stayed steady in 3rd place. And, possibly the oddest of all, HP, which has had more than its share of troubles in the mobile world this year, only slipped a couple spots from 2nd place last year to 5th place this year. So, the top 5 on the list are all tech companies with Apple, IBM, Microsoft, Google and HP.
Other notable companies on the list are Intel at #8, AT&T at #22 and Samsung at #23. Samsung had been as high as 8th place on last year's list, but despite having a huge year financially, it doesn't show on the brand value list.