Apple is the 50th most recognized brand in the world, according to the 2003 Global Brands Scoreboard reported by
. It will come as no surprise to many that Coke took the top spot in the report as the most recognized brand.
Based on data provided to BusinessWeek Online by Interbrand, an online exchange about branding, the Global Brands Scoreboard lists 100 global brands that have a value greater than US$1 billion. The brands were selected according to two criteria: they had to be global in nature, deriving 20 percent or more of sales from outside their home country; and there also had to be publicly available marketing and financial data on which to base the valuation.
Among the other companies ranking in the top 50 were Microsoft, IBM, GE, Intel, Nokia, Disney, McDonald’s, Marlboro, Mercedes, Toyota, Hewlett-Packard, Citibank, Ford, American Express, Gillette, Cisco, Honda, BMW and Sony.
Apple does place ahead of brands such as Pizza Hut, Gucci, Kleenex, Levi’s, Starbucks, and Jack Daniels.