During the lecture on financial accounting, there was a talk about Interbrand and Apple was the best global brand in 2013, surpassing Coca-cola, which has been in a first place since 2000; The reason for this is Apple’s uniqueness and variety of its products that all of the products are loved by consumers consistently. However, the rankings change every year and there is a threat to Apple in many ways. Samsung’s smartphone series are placing Samsung as a rival to Apple so it should strive towards slowing the Samsung’s momentum. Moreover, Apple should keep thinking differently so that it will not end up like a Blackberry that went out of the top 100 list this year.

Furthermore, it s always important to create new ideas and following with the trend so that it does not get forgotten by customers. For example, a huge company which sold films for camera came to bankruptcy in 2012 because it was not following the trend of digital camera. Therefore, companies have to develop to continue to have a relationship with their consumers. Otherwise, a company can be a targeted to go down in the rankings among competitive brands.

http://interbrand.com/en/best-global-brands/2013/Best-Global-Brands-2013.aspx

http://www.nytimes.com/2013/09/30/business/media/apple-passes-coca-cola-as-most-valuable-brand.html