Source: Interbrand

Apple is now the most valuable brand in the world according to a detailed research report presented by Interbrand, a corporate identity and brand consulting company owned by Omnicom Group which has been researching and compiling the World’s most valuable brands since 2000. Coca-Cola which was on top for 13 years has now fallen to number 3, behind Apple and Google. Jez Frampton, global chief executive at Interbrand said in a recent interview: “Apple’s arrival in the top spot was perhaps a matter of time.” Apple was No. 2 last year, climbing from No. 8 in the 2011 report. The report estimates that Apple brand is worth roughly $98.3 billion, up 28% from 2012 report. The value of the Coca-Cola brand also rose by 2% to $79.2 billion, but that was insufficient to retain its position as Interbrand’s World Number 1 for the 14 year in a row. Google, which rose from fourth place last year, also overtook Coca-Cola. In fact, of the top 10 Best Global Brands for 2013 five are in the tech field: Apple, Google, Microsoft, Samsung which came in at 8^th place, and Intel which came in at 9^th.  However not all technology brands fared well on the list as an ample amount of them tumbled down, or even failed to make it within the top 100. BlackBerry, which we discussed in class earlier this month, disappeared from the list and Nokia was considered the ‘biggest faller’ dropping from 19^th to 57^th place.

Sources:

Elliott, Stuart. “Apple Passes Coca-Cola as Most Valuable Brand.” The New York Times. N.p., 29 Sept. 2013. Web. 6 Oct. 2013. <http://www.nytimes.com/2013/09/30/business/media/apple-passes-coca-cola-as-most-valuable-brand.html?src=recg&_r=0>.