Apple dethrones Coca-Cola as most valuable brand
Tech companies have dominated Interbrand’s annual Best Global Brands report, with a certain fruity tech giant stealing the crown from Coke.
Apple has been named the world’s most valuable brand, with an overall brand value of US$98.3 billion – a gain of 28% over the past year.
According to Interbrand, Apple’s brand value has grown fifteen-fold since it debuted on the list in 36th place in 2000, with a brand value of US$6.6 billion.
The boost in brand value for Apple has pushed it ahead of Coca-Cola, ending the soft drink company’s 13 year reign at the top of the list.
However, Apple isn’t the only company to push past Coke, which slipped to 3rd place in the 2013 rankings.
Internet search giant, Google, with a brand value of US$93.3 billion, ranks 2nd on the list, having boosted its brand value 34% since 2012.
Tech: the biggest rise and fall
Apple, Google, Facebook and Amazon were named the biggest risers by Interbrand, boosting their brand values by double-digit percentages in the past year.
Tech companies dominated as the mose valuable sector, with a combined brand value of US$443.2 billion, Interbrand said.
“Out of this year’s top 10 brands, seven hail from the tech sector. Furthermore, four tech brands make up this year’s top five rising brands: Facebook (#52, +43%), Google (#2, +34%), Apple (#1, +28%), and Amazon, (#19, +27%),” the consultancy group noted.
Notably, one-time category leaders, Yahoo! and Blackberry fell off this year’s ranking entirely, while Nokia (#57, -65%) experienced the largest decline in brand value in the history of Best Global Brands.
Nintendo (#67, -14%), and Dell (#61, -10%) also experienced a decline in brand value.
Top Brands: Tech sector
Top 10 global brands
| 2013 | 2012 | Brand | Value (US$billion) |
% Change |
| 1 | 2 | Apple | 98.316 | 28% |
| 2 | 4 | 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% |
The full top 100 list can be seen in Interbrand’s report.
Interbrand publishes Best Global Brands on an annual basis, identifying and examining the top 100 most valuable global brands.
When determining the top 100 most valuable global brands, Interbrand examines three key aspects that contribute to a brand’s value:
- The financial performance of the branded products or service;
- The role the brand plays in influencing consumer choice;
- The strength the brand has to command a premium price, or secure earnings for the company.
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