updated 09:50 am EDT, Wed October 5, 2011
InterBrand shows Apple move up quickly in image
InterBrand's new rankings have seen Apple enter into the top 10 for the first time. The company leapt on the global ranks of its image's value from 17th to eighth, passing BMW, HP, Mercedes-Benz, and even its frequent ally Disney. Symbolically, it took over the former position from Nokia, whose rapid decline in sales and public perception dropped it to 14th.
Other technology firms in the top 10 stayed still, such as Intel (7), Google (4), Microsoft (3), and IBM (2). Coca-Cola is still the leader.
As in past studies, the rankings are gauged on a mix of tangible performance and subjective influence. Sheer financial results, both in recent memory and what's expected in the future, play the largest part. However, the company's ability to get customers buying based on the brand, not just the product, is considered a major factor. Apple in the past year has so far established itself as the dominant competitor in the tablet market while gaining share for the iPhone and Mac.
Most other technology companies had little movement or dropped sharply. Nintendo fell from 38 to 48 as the Wii no longer had runaway sales and Apple started taking over mobile gaming. Yahoo dropped from 66 to 76 as its Microsoft search deal and general chaos over its direction hurt its perception.
HTC popped into the list for the first time, at 98, as its runaway success with Android gave it credibility as a top smartphone maker.