Apple number 20 on ‘Best Global Brands’ list
Posted by Dennis Sellers 
Oct 9, 2009 at 1:06am
Apple has risen from 24th place in 2008 to 20th place this year on Interbrand’s Best Global Brands list. Rankings are based on five criteria and excludes those brands which are privately held.
Preceding Apple (in order of their rankings) are: Coca-Cola, IBM, Microsoft, GE, Nokia, McDonald’s, Google, Toyota, Intel, Disney, HP, Mercedes-Benz, Gillette, Cisco, BMW, Louis Vuitton, Marlboro, Honda and Samsung. Dell is 35th on the list (down two places).
To qualify for inclusion in the Best Global Brands 2008 list, each brand must derive at least a third of its earnings outside its home country, be recognizable outside of its base of customers, and have publicly available marketing and financial data. This methodology evaluates brand value in the same way any other corporate asset is valued—on the basis of how much it is likely to earn for the company in the future. Interbrand uses a combination of analysts’ projections, company financial documents, and its own qualitative and quantitative analysis to arrive at a net present value of those earnings.
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Dennis Sellers
Dennis has been a newspaper editor/reporter (seven years) and teacher (seven years). He has over 10,000 magazine, newspaper and online articles to his credit. He has also covered the Mac and tech industries for over a decade for such online publications as MacCentral, MacMinute and now MacsimumNews.
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