Coca-Cola Loses World's 'Most Valuable' Brand Status — To a Fruit

Apple overtakes Coca-Cola to become world's 'most valuable' brand

Coca-Cola has been displaced as the world's "most valuable" brand for the first time, with Apple taking the top spot in Interbrand's annual countdown of the top 100 global brands.

Coke has topped the Best Global Brands ranking each since its creation 13-years ago, but slips to number three behind iPhone-maker Apple and search giant Google, which jumps to number two in the table.

In 2000, Apple ranked at number 36 in the Best Global Brands with a brand value of $6.6bn. Today, despite recent criticism of its iPhone 5c launch, its brand value is $98.3bn.

Jez Frampton, Interbrand’s global chief executive officer, said: "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."

"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."

New entrants in the list include broadcaster Discovery (at number 70), Procter & Gamble-owned battery brand Diracell (85) and General Motors-owned automotive marque Chevrolet.

Technology brands enjoyed the biggest growth in brand value, with Google (second) up 34% year on year, Amazon (19) up 27%, and Facebook (52) up 43% on its 2012 value.

Apple was also recently crowned as the world’s most "cool" brand, confirming the firm’s enduring appeal despite its recent troubles. 

2013	2012	Brand	2013 brand value (USD $billion)	% change in brand value
1	2	Apple	98.316	28%
2	4	Google	93.291	34%
3	1	Coca-Cola	79.213	2%
4	3	IBM	78.808	4%
5	5	Microsoft	59.546	3%
6	6	GE	46.947	7%
7	7	McDonald\'s	41.992	5%
8	9	Samsung	39.610	20%
9	8	Intel	37.257	-5%
10	10	Toyota	35.346	17%
11	11	Mercedes-Benz	31.904	6%
12	12	BMW	31.839	10%
13	14	Cisco	29.053	7%
14	13	Disney	28.147	3%
15	15	HP	25.843	-1%
16	16	Gillette	25.105	1%
17	17	Louis Viutton	24.893	6%
18	18	Oracle	24.088	9%
19	20	Amazon	23.620	27%
20	21	Honda	18.490	7%

This article was first published on marketingmagazine.co.uk

By Alex Brownsell, marketingmagazine.co.uk, 30 September 2013, 09:00AM for Brand Republic - Original article can be found here:

http://www.brandrepublic.com/news/1213973/apple-overtakes-coca-cola-become-worlds-most-valuable-brand/