Just a few short days ago, Interbrand, a corporate identity and brand consulting company, released its Best Global Brand Reports. The results and ranking of the brands come as no surprise; however, being the best is all in the game.
The name of the game is . . . brand naming. For thirteen years, “its the real thing” reined as king of all brands. Coca-Cola’s simple, yet persuasive brand name dominated not only its market, but it was the poster child of the marketing community.
Coca-Cola “Its the Real Thing”
The question now prosed is, “who killed the king, and who is now in control?”
The answer is easy, Apple. The 2013 report values Apple Inc. as the new marketing King. The analysis begins by stating that every so often, a brand comes a long, that changes lives with its product. Nevertheless, the key strength and power that the brand poses as an affect on the global community, its that the companies attitude, ideology and beliefs are recognized by the name and emblem of the company.
Apple Ad – “Simplicity is Key”
The executive, Joseph V. Tripodi, executive vice president and chief marketing and commercial leadership officer of Coca-Cola, spoke about this years ranking: “Of course, we would like to remain on top of the list forever. That said, we are honoured to continue to be included among such an esteemed group of global brands, and we congratulate Apple (No. 1) and Google (No. 2), both valued partners of ours.”
With a humble history, Coca-Cola acknowledged its defeat and applauded to the new King of the marketing community, Apple Incorporated.
The world is changing. Technology has influenced the lives of many around the world. Simplicity still attracts the human psyche. Originality was Coca-Cola’s niche. From their simple ‘can/bottle’ design and marketing scheme, they laid the standard for future companies.
Nevertheless, Apple easily reached the standards of a simple marketing proposition and product, then took the power of a brand name to a whole new limit. Their points of parity may be similar to fellow competitors in the market; however, their points of difference and value proposition exceeded their competitors.
How long will Apple remain on top? 1 year? 13 years? Eternally?
Only the balance of time and human desires will testify to proclaim a new king.
For the Interbrand: Best Global Brand Report – http://www.interbrand.com/en/best-global-brands/2013/Best-Global-Brands-2013.aspx