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Apple reclaims top brand spot after iPhone 4S launch, Jobs' death

Gregg Keizer | Jan. 30, 2012
Apple reclaimed the top spot in a brand listing by collecting an estimated $900 million worth of traditional media, social media and Twitter coverage in the fourth quarter of 2011, a measurement company said today.

Yahoo, Sony, Samsung, Disney, Intel and BlackBerry rounded out the top 10 list.

Technology companies continued to dominate the media coverage that General Sentiment tracks, but Artzt said there were signs that other firms were making up ground. Disney, for instance, placed eighth on the top 10 list.

"When we first started tracking this two years ago, we weren't surprised that technology companies were strong," said Artzt. "When you think about it, it makes sense ... the people who were on social media and twitter were the most tech savvy, and they liked to talk about the things they owned. But more companies are now more active in social media and Twitter than in the past. They're embracing social media, they're on Twitter and they're releasing mobile apps."

Artzt noted that Starbucks, the Seattle-based coffee company, was No. 11 on General Sentiments' list for the fourth quarter of 2011, with 69% of its $117 million in coverage coming through Twitter.

Apple's source of its $900 million in media coverage was almost evenly split between news media, social networks and Twitter. (Data: General Sentiments.)


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