Technology giant Apple has eclipsed Coca-Cola as the most valued brand, unseating the soft-drink manufacturer which has held the title for 13 years. Global brand consultancy Interbrand announced the 2013 top brands in its annual publication which showed technology companies significantly improving their ranking. Out of this year’s top 10 brands, five are technology companies including Apple, Google, Microsoft (5) Samsung (8) and Intel (9).
“With Apple claiming the top position this year, Google jumps to #2 and Coca-Cola, the brand that held the #1 position for 13 consecutive years, moves to #3,” states the report by Interbrand.
Apple’s brand value has grown 15 times since it first debuted at number 36 on the Best Global Brands ranking 13 years ago. Interbrand has valued Apple’s brand at $98.3 billion mainly as result of focusing on the customer needs and experience.
“By keeping consumers at the centre of everything it does, Apple is able to anticipate what they want next and break new ground in terms of both design and performance.”
“Every so often, a company changes our lives – not just with its products, but with its ethos. This is why, following Coca-Cola’s 13-year run at the top of the Best Global Brands, Apple now ranks #1,” said Jez Frampton, Interbrand’s Global Chief Executive Officer. “Tim Cook has assembled a solid leadership team and has kept Steve Jobs’ vision intact – a vision that has allowed Apple to deliver on its promise of innovation time and time again.”
Facebook is the only social media brand to be ranked in this year’s list appearing at number 52. However, notable technology giants Yahoo! and Blackberry fell off the list completely while Nokia and Nintendo experienced decline.
“In the fast-changing world of mobile, digital, and social media, these brands have struggled to articulate their respective attributes and deliver meaningful and seamless experience across all platforms and touch points,” explains the report.
Interbrand’s Best Global Brands methodology was the first of its kind to become ISO certified. It analyzes the many ways a brand benefits an organization, from delivering on customer expectations to driving economic value.
When determining the top 100 most valuable global brands, Interbrands examines three key aspects that contribute to a brand’s value; The financial performance of the branded products or service, the role the brand plays in influencing consumer choice and the strength the brand has to command a premium price, or secure earnings for the company.