Apple bumped Coca-Cola out of its No. 1 spot as the world’s most valuable brand — a place Coca-Cola held for 13 years.
Interbrand released its top 100 list of “Best Global Brands 2013” this week, which ranks companies based on their financial performance, global presence, marketing, customer loyalty and the role each brand plays in a purchasing decision.
This year’s list featured Apple as the No. 1 most valuable brand in the world, saying that Apple’s brand value is $98.3 billion (a 28 percent increase from Interbrand’s 2012 report). The Cupertino tech giant was No. 2 on Interbrand’s list last year, and No. 8 in 2011.
“Every so often, a company changes our lives, not just with its products, but with its ethos,” said Interbrand’s 2013 report. “This is why, following Coca-Cola’s 13-year run at the top of Best Global Brands, Interbrand has a new No. 1 — Apple.”
Before 2013, Coca-Cola took first place for the last 13 years. But the value of the Coca-Cola brand only increased 2 percent this year to $79.2 billion (up from 2012).
Companies residing on Interbrand’s top five include Apple (1), Google (2), Coca-Cola (3), IBM (4) and Microsoft (5).
According to Interbrand’s global chief executive Jez Frampton, Coca-Cola is an “efficient, outstanding” marketer, but Apple’s climb to No. 1 was inevitable. He went on to say that Apple and other tech brands have become “the poster child of the marketing community.”
Placing Apple at No. 1 could be very meaningful for the tech industry, showing how ubiquitous gadgets like laptops, smartphones and tablets have become over the years. The unveiling of tech products — like the iPhone, for example — have become closely-watched events that people speculate over months ahead of release. Consumers even wait outside of Apple stores days or even weeks ahead of a launch.
Other tech companies seen in Interbrand’s list include Samsung at No. 8, Intel at No. 9, Hewlett-Packard at No. 15, Amazon at No. 19 and Facebook at No. 52. In fact, Facebook was named “Top Riser” on the list for jumping from No. 69 last year to No. 52 this year.
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