Apple overtook Google who was No. 1 last year. The top 10 brands included plenty of IT companies such as IBM at No. 3, Microsoft at No. 5, AT&T at No. 7 and China Mobile at No. 9.
Rounding out the top 10 was McDonald's at No. 4, Coca-Cola at No. 6. Marlboro was No. 8 and GE was 10.
Losing ground to Apple was RIM and Nokia. According to Millward Brown, RIM lost five per cent of its brand value, while Nokia lost a whopping 28 per cent.
I trust the numbers here because Interbrand, an U.K. brand watcher has pretty much the same results. Interbrand's Top 10 are as follows: 1. Coca-Cola, 2. IBM, 3. Microsoft, 4. Google, 5. GE, 6. McDonald's, 7. Intel, 8. Nokia, 9. Disney, 10. HP.
Where is Apple? On Interbrand's list for 2010 they are in the No. 17th spot, three spots behind Cisco Systems and only two positions ahead of Samsung Electronics. Marlboro in case you were wondered was right behind Apple in No. 18. Interbrand had RIM in the No. 54th place, but it was listed interestingly enough as Blackberry.
While RIM's brand dipped according to Millward it does not mean they are not a powerful brand in their space. Remember the Millward study looks at brands across the globe. That's why Marlboro is up in the top 10. If this was just in Canada Marlboro would not even make the Top 100 because of the ban on cigarette advertising. But in Europe and in other places Marlboro is splashed everywhere you go. It's kind of sad to see a cigarette manufacturer that high up but that's another story for another day.
And, this is my point RIM works to gain a foothold in the business community, Apple in the consumer market. There are more consumers then there are business people and that's why Apple is No. 1 and RIM dropped five points.