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â–¶ Just Like in 2011, Last Year, Coke is It: Coca-Cola remains the wor ld’s most valuable brand, but it is facing an increasingly strong challenge from Apple, with other technology brands breathing down its neck, contends a study by Interbrand. The highlights of the branding consultancy’s annual rankings include:
• No. 1 Coca-Cola posted an 8% uptick in value to $77.8 billion in brand worth, and was praised for combining a huge reach with innovative marketing and engaging shoppers.
• Apple enjoyed the biggest such brand worth increase, 129%, among the top 100 brands. This surge from $33.5 billion to $76.6 billion was fuelled by the success of the iPhone and iPad, and a “set of values” and “human touch” defining its activity, says the study.
• IBM fell from second to third despite logging an 8% expansion to $75.5 billion. Google took fourth, up by 26% to $69.7 billion, thanks in part to its acquisition of Motorola Mobility.
• Microsoft, the IT specialist, actually witnessed a 2% decline in its net worth, as pressure rises from competitors such as Apple and Google, and gadgets like tablets undermine the PC sector.
• New entrants to the list in 2012 include Pampers (No. 34), Facebook (No. 69) and Ralph Lauren (No. 91).
Source: Interbrand
â–¶ CEOs See Digital As Driver: According to Ernst & Young’s latest CEO study, “Opportunity and Optimism: How CEOs are Embracing Digital Growth,” released in Oct. 2012, global media and entertainment CEOs expect digital revenue will be a rapidly increasing percentage of overall revenue for companies. The report finds that approximately half of all the CEOs surveyed believe digital will increase their overall revenues and margins by at least 10% within the next three years. Study highlights include:
• 84% of CEOs feel that the role social media plays within their companies allows them to connect with customers, while 69% say social is a tool to build audiences.
• 63% say social helps with brand building and 50% say it serves as a distribution platform or channel, and also as a source of revenue.
• When compared with mobile-based technologies, social media gets short shrift: 79% of CEOs say tablets will have the greatest impact, while 62% say smartphones will also be influential. Social media comes in at the bottom of the list.
• All of the CEOs polled believe mobile devices (including tablets) are the key to spurring demand for content. CEOs are especially bullish about emerging markets, where growing mobile device availability coupled with an improving wireless broadband infrastructure are creating significant opportunities for media companies to grow.
Source: Ernst & Young