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Apple Edges Google In Branding Survey

Apple Computer, riding renewed name recognition from its iPod music player, has moved into first place in a poll of branding professionals.
Apple Computer, riding renewed name recognition from its iPod music player, has moved into first place in a poll of branding professionals. Apple edged out Google for the top spot in global recognition, according to the poll's results, which were announced Monday.

Conducted by online magazine Broadchannel, third place was earned by Swedish furniture chain Ikea, while Starbucks nailed down the fourth position. The fifth spot was something of a surprise: it is held by the Arab television and Web service Al Jazerra. Broadchannel said the Al Jazerra Web site is well read.

Another surprise was the disappearance of Coca Cola, a perennial top brand, from the top five list.

In the list of U. S. brands cited by U.S. branding professionals, Apple's chief executive Steve Jobs scored a second hit: his Pixar movie company held the fifth U.S. spot. Target and Starbucks were listed in the number three and four positions, respectively.