A juicy, crunchy fruit isn’t what comes to mind when someone mentions “Apple,” judging by the results of online marketing publication Brandchannel’s 2004 Readers’ Choice Awards, The 1,984 participants in the survey judged computer manufacturer Apple the top global brand. Apple beat out the previous survey winner, Google, which this year placed second.
The number three global brand was furniture manufacturer/marketer Ikea, followed by coffeehouse behemoth Starbucks. Rounding out the top five is Qatar-based news channel Al Jazeera, the Arab world’s equivalent of CNN or BBC.
The top five brands among North Americans were Apple, Google, retailer Target, Starbucks, and Pixar. In Europe and Africa, Ikea topped the list, followed by Virgin, H&M, Nokia, and Al Jazeera. The top five in the Asia-Pacific region were Sony, Samsung, LG, Toyota, and Lonely Planet. And in Central and South America, the top brands were considered to be Cemex, Corona, Bacardi, Bimbo, and Vina Concha y Toro.
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