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Brand: the fantastic 100

by Daniela Schicchi The ranking of the hundred best-known brands in the world sees technological companies soar in the top positions. After 13 years the record is no longer Coca Cola, but of Apple, followed by Google. In the ranking of the top 100 brands in the world, the most surprising result (especially for the company concerned) was that (…)

by Daniela Schicchi

The ranking of the hundred best-known brands in the world sees technological companies soar in the top positions. After 13 years the record is no longer Coca Cola, but of Apple, followed by Google

In the ranking of the top 100 brands in the world the most surprising result (especially for the company concerned) was that of Coca Cola who, perhaps not even too unexpectedly, lost his podium after 13 years of stay. Needless to say, the most popular American drink has given way to the most loved bitten apple globally: Apple with + 28% officially confirmed the trend of the technological and digital world. Yes, because soon after is followed by the other giant of the Network, Google that with a good + 34% slips Coca Cola even in third place, at the fourth c IBM and the fifth Microsoft. Practically a hi-tech domain, also because Samsung octave and Intel ninth, Cisco thirteenth. These are the most significant data of the annual report signed by Interbrand, in which the ranking of the top 100 brands was announced worldwide, with related data growth and turnover. We are talking about companies that are strictly listed on the stock exchange and that have been able to make a difference in the business landscape of the whole world. These results represent the most massive upheaval we have ever witnessed since the Industrial Revolution – declared Manfredi Ricca, managing director of Interbrand Milan – we are seeing a technological revolution that shows us how the world has inevitably changed. Apple, in fact, a giant that can hardly be placed in a specific sector (the technological one). Its products have become real lifestyles. If the laptop sector grew by 3%, for Apple the same sector marked a 15%. The only task that the Cupertino company would have, according to Ricca, would be to pay attention to Samsung, which despite having undermined Sony carried out a monolithic branding operation; centered, non-dispersive and highly targeted. I mean, Samsung will talk less about it, but you won't have to lower your guard. But what accpmuna the top 10? According to Manfredi Ricca the lowest common denominator is the profound, total and incredible ability to react to market demands and related trends. A gift not of many that leads brands to transform their business. And here an inevitable annotation linked to the situation of the Swedish mobile phone giant by Ricca: Let's think of Nokia. Market leader in the telephony sector, until it was no longer able to react in a timely manner to the change of direction taken by the sector. Unable to change quickly enough and today has signed an agreement with Microsoft (fifth in the standings with a + 3%) that could be of help in the relocation (tiring) in this market. As for the Italian brands, fashion is king with the Prada Group, which is the third fastest growing brand. A company that has exploited and fully exploits all the power of digital channels to update and push its brand and its products. Essentially: knowing how to reinvent yourself is certainly the key to the market and continue to grow, this is the guarantee that Manfredi Ricca ensures, with firmness and conviction, at the end of the press conference.