Apple has climbed up to the second spot in Interbrand’s “Best Global Brands” survey of 2012, with an estimated brand value of $76.5 billion. The Cupertino company is second only to Coca-Cola, worth an estimated $77.8 billion, and it leaves IBM, Google, and Microsoft trailing behind.
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When your company is 120-years-old and synonymous with the light bulb, it can be difficult convincing prospective workers that you’re hip and with it. But GE thinks it has what it takes: the iPhone. An executive says its support of the Apple handset helps new employees see the global conglomerate as a ‘contemporary company.’