Apple has edged out IBM to become the top brand of 2011, according to an annual list from marketing strategy firm Davis Brand Capital. The Cupertino-based company ousted IBM, which topped the list in 2009 and 2010.
Apple was previously ranked No.12 in 2009 and No.7 in 2010. Davis evaluates the top 25 brands annually using five categories that go beyond traditional marketing functions. “The annual 2011 Davis Brand Capital 25 ranking evaluates companies’ abilities to manage and balance the five key intangible categories that comprise brand capital: brand value; competitive performance; innovation strength; company culture; and social impact,” the company said in a press release. “The ranking does not aim to place a financial value on the brand capital of the companies. Rather, the list reveals the comparative strength and breadth of the companies’ brand capital.”
As in previous years, the rankings were dominated by technology companies such as Google, Microsoft, HP, Cisco, Intel and Samsung.