Apple dethrones Coca-Cola as world’s most valuable brand
Apple has unseated Coca-Cola as the most valuable brand in the world for 2013, according to Interbrand, a commercial consulting company.
“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 Best Global Brands, Apple now ranks number one,” said Jez Frampton, chief executive officer of Interbrand, which is owned by the Omnicom Group.
Apple has appeared on Interbrand’s 100 Best Global Brands ranking since 2000, when the list debuted. In 2000, Apple ranked number 36 and had a brand value of $6.6 billion. Today, Apple’s brand value is $98.3 billion– almost 15 times the amount of its brand value in 2000 and up 28 percent from last year, Interbrand said.
Coca-Cola fell to third place on the list, just behind Google, but its brand value still rose to an estimated $79.2 billion, up 2 percent from last year. Google’s brand value was estimated to be $93.2 billion.
New entrants in the top 100 included Discovery, and entertainment company, Duracell, which the battery manufacturer, and auto maker Chevrolet. Some of the top risers in this year’s list included Facebook, Google, Prada, Apple and Amazon.
This year, the total value of all 100 Best Global Brands is $1.5 trillion — an 8.4 percent record increase over the total value of the 100 Best Global Brands in 2012, according to Interbrand.
Interbrand determines the rankings based on 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.