{"id":46922,"date":"2013-10-01T11:46:00","date_gmt":"2013-10-01T09:46:00","guid":{"rendered":"http:\/\/businesstech.co.za\/news\/?p=46922"},"modified":"2013-10-01T11:48:09","modified_gmt":"2013-10-01T09:48:09","slug":"apple-dethrones-coca-cola-as-most-valuable-brand","status":"publish","type":"post","link":"https:\/\/businesstech.co.za\/news\/trending\/46922\/apple-dethrones-coca-cola-as-most-valuable-brand\/","title":{"rendered":"Apple dethrones Coca-Cola as most valuable brand"},"content":{"rendered":"

Tech companies have dominated Interbrand’s annual Best Global Brands report, with a certain fruity tech giant stealing the crown from Coke.<\/p>\n

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.<\/p>\n

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.<\/p>\n

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.<\/p>\n

However, Apple isn’t the only company to push past Coke, which slipped to 3rd place in the 2013 rankings.<\/p>\n

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.<\/p>\n

Tech: the biggest rise and fall<\/h3>\n

Apple, Google, Facebook and Amazon were named the biggest risers by Interbrand, boosting their brand values by double-digit percentages in the past year.<\/p>\n

Tech companies dominated as the mose valuable sector, with a combined brand value of US$443.2 billion, Interbrand said.<\/p>\n

“Out of this year\u2019s top 10 brands, seven hail from the tech sector. Furthermore, four tech brands make up this year\u2019s top five rising brands: Facebook (#52, +43%), Google (#2, +34%), Apple (#1, +28%), and Amazon, (#19, +27%),” the consultancy group noted.<\/p>\n

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.<\/p>\n

Nintendo (#67, -14%), and Dell (#61, -10%) also experienced a decline in brand value.<\/p>\n

\"Tech<\/a>

Top Brands: Tech sector<\/p><\/div>\n

Top 10 global brands<\/h3>\n
\n\n\n\n\n\n\n\n\n\n\n\n\n
2013<\/strong><\/td>\n2012<\/strong><\/td>\nBrand<\/strong><\/td>\nValue (US$billion)
\n<\/strong><\/td>\n		% Change
\n<\/strong><\/td>\n<\/tr>\n
1<\/td>\n2<\/td>\nApple<\/td>\n98.316<\/td>\n28%<\/td>\n<\/tr>\n
2<\/td>\n4<\/td>\nGoogle<\/td>\n93.291<\/td>\n34%<\/td>\n<\/tr>\n
3<\/td>\n1<\/td>\nCoca-Cola<\/td>\n79.213<\/td>\n2%<\/td>\n<\/tr>\n
4<\/td>\n3<\/td>\nIBM<\/td>\n78.808<\/td>\n4%<\/td>\n<\/tr>\n
5<\/td>\n5<\/td>\nMicrosoft<\/td>\n59.546<\/td>\n3%<\/td>\n<\/tr>\n
6<\/td>\n6<\/td>\nGE<\/td>\n46.947<\/td>\n7%<\/td>\n<\/tr>\n
7<\/td>\n7<\/td>\nMcDonald’s<\/td>\n41.992<\/td>\n5%<\/td>\n<\/tr>\n
8<\/td>\n9<\/td>\nSamsung<\/td>\n39.610<\/td>\n20%<\/td>\n<\/tr>\n
9<\/td>\n8<\/td>\nIntel<\/td>\n37.257<\/td>\n-5%<\/td>\n<\/tr>\n
10<\/td>\n10<\/td>\nToyota<\/td>\n35.346<\/td>\n17%<\/td>\n<\/tr>\n<\/tbody>\n<\/table><\/div>\n

The full top 100 list can be seen in Interbrand’s report<\/a>.<\/p>\n

Interbrand publishes Best Global Brands on an annual basis, identifying and examining the top 100 most valuable global brands.<\/p>\n

When determining the top 100 most valuable global brands, Interbrand examines three key aspects that contribute to a brand\u2019s value:<\/p>\n