Financial News

  • 1 October 2013, 13:22

Apple Named Top Global Brand In New Ranking

Apple has ousted Coca-Cola as the world's leading global brand - with Google claiming second spot.

After 13 years as the undisputed number one, the fizzy drinks firm has been relegated to third place in this year's Interbrandlist.

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.

"(CEO) 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."

Apple has appeared on Interbrand's 100 Best Global Brands list since it was first published in 2000.

That year Apple ranked 36 and had a brand value of $6.6bn (4.07bn). It now has a brand value of $98.3bn (60.7bn) - almost 15 times the 2000 figure.

Interband said Apple's meteoric rise in brand value can be attributed to "the way it has created a seamless omnichannel experience for customers".

It added: "By keeping consumers at the centre of everything it does, Apple is able to anticipate what they want next and break new ground in terms of both design and performance.

"With 72 million Macs in use and record-breaking sales of both the iPhone and iPad, Apple has made history by unseating Coca-Cola and becoming Interbrand's most valuable global brand of 2013."

This year, the total value of all 100 Best Global Brands has been put at $1.5trn (0.92trn) - an 8.4% increase on 2012.

When determining the top 100 brands, Interbrand says it examined three key aspects:

:: 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

As well as Apple and Google, this year's big climbers are Facebook (52, +43%), Prada (72, +30%) and Amazon (19, +27%).

The top 10 brands are:

1. Apple 2. Google 3. Coca-Cola 4. IBM 5. Microsoft 6. GE 7. McDonald's 8. Samsung 9. Intel 10 Toyota

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