Question: Each year, BusinessWeek reports the 100 top brands in the world. The leading brands are determined from a calculation by Interbrand Corp, an independent rater.

Each year, BusinessWeek reports the 100 top brands in the world. The leading brands are determined from a calculation by Interbrand Corp, an independent rater. The calculation is based on an analysis to determine what portion of the firm’s sales and earnings can be credited to the firm’s brand. For 2007 (reported in the September 29, 2008, issue), the top 10 brands were, in order:
Coca-Cola
IBM
Microsoft
GE
Nokia
Toyota
Intel
McDonald’s
Disney
Google
In 2009, BusinessWeek (April 20, 2009) also reported a survey by the Boston Consulting Group of 2,700 senior executives to determine the world’s most innovative companies. The top 10 in order are:
Apple
Google
Toyota
Microsoft
Nintendo
IBM
Hewlett-Packard
Research in Motion
Nokia
Wal-Mart

Required
Which of the above firms would you classify as a cost leader and which would you classify as a differentiator, and why?

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