IBM is the highest ranking B2B brand in Interbrand’s 2012 Best Global Brands report.
The technology giant is third, falling behind Coca-Cola and Apple who came first and second respectively. Technology companies dominated the top five places in the table, as well as Apple and IBM; Google and Microsoft were placed fourth and fifth.
Apple’s brand value saw an increase of 129 per cent, something the report attributes to the brand’s ability to create an emotional connection between its services and its customers.
Facebook made its first appearance on the list at number 69, while financial services brands; Barclays, UBS and Zurich dropped out.
Jez Frampton, Interbrand’s global chief executive officer, said, “The world’s 100 most valuable brands are leading the way by listening to consumers, employees, and investors alike and delivering a seamless and holistic brand experience across an ever-evolving range of consumer touchpoints.”
