“The 2008 brandjunkie award winners were selected by our global community of readers passionate about brands and branding,” said brandchannel editor Jim Thompson. “Harnessing their expertise, we’re recognizing the companies which redefine how we engage in a world saturated with brands.”

It turned out that Apple was rated as the top rank in six categories. The readers of Brandchannel.com said that Apple is brand that they cannot live without, they most want to sit next to at a dinner party and with which they most identify.

In addition, readers referenced Apple’s position as an innovator - one that transcends industry boundaries about how we use products—as the major reason behind their admiration.

On the other hand, Microsoft ranked first at the questions “Brand that you want to rebrand?” and “Brand with which you want to argue?”.

Readers also acknowledged their admiration for Toyota and Sony through top 20 placements as the brand that will revolutionize the branding industry in five years, most inspirational, and brand with which most people identify.