Consumer Products

Best Brands: Apple Gains on Coca-Cola

Interbrand has released its “Best Global Brands of 2012,” which contains no surprises. Coca-Cola Co. (NYSE: KO) remains at the top of the list with a brand value of $77.8 billion. Apple Inc.’s (NASDAQ: AAPL) brand valuation jumped 129% to $76.6 billion. The move nearly mirrors the rise in its share price. Apple is almost certain to take the top slot next year.

At the other end of the list are Research In Motion Ltd.’s (NASDAQ: RIMM) BlackBerry, which had a drop in value of 39% to $3.9 billion. Viacom’s (NASDAQ: VIA) MTV lost 12% of its value and fell to $5.6 billion. Nokia Corp.’s (NYSE: NOK) value fell 16% to $21 billion. It is surprising that Nokia and BlackBerry did so well. The Interbrand method of valuation is fuzzy, perhaps because it wants to gain new clients for its brand-building business.

Douglas A. McIntyre

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