According to a annual report Apple Inc. (NASDAQ:AAPL) is the new most valuable brand in the world, and takes the place of The Coca-Cola Company (NYSE:KO) who fell to No.3 Omnicom Group has been compiling this report, to be released on Monday.
This is the first time that Coca-Cola has not been No. 1. Apple replaced Coca-Cola on criteria that include financial performance as first among the 100 most valuable brands.
Jez Frampton, global chief executive at Interbrand said Apple’s arrival in the top spot was perhaps a matter of time. Apple was at No. 2 last year, in the 2011 report it was on No.8.
The 2013 report begins with this line;
“Every so often, a company changes our lives, not just with its products, but with its ethos. This is why, following The Coca-Cola Company (NYSE:KO)’s 13-year run at the top of Best Global Brands, Inter brand has a new No. 1 — Apple.”
The report estimates the value of the Apple Inc. (NASDAQ:AAPL) brand at $98.3 billion, raises 28 percent from the 2012 report. The value of the Coca-Cola brand also rose, by 2 percent to $79.2 billion
Out The top 10 Best Global Brands for 2013, five are in technology: Apple at No. 1; Google at No. 4; Microsoft, No. 5, Samsung at No. 8and Intel at No. 9.
Mr. Frampton said that Brands like Apple and Google and Samsung are changing our behavior: how we buy, how we communicate with each other, even how we speak with each other. Other transformative technology brands that performed well in the new report was Facebook, which up to 52 from 69 last year,
However, not all technology brands do well BlackBerry, which down to 93 last year from 56 in 2011, has moved out from the list. And Nokia, which was on 19, finished this year in 57th place.
A non technology brands, Chevrolet, at 89, the first General Motors brand to rank among the Best Global Brands.
The milestone is a result of General Motors that has been making a conscious effort to globalize Chevrolet. The creative agency for Chevrolet, Commonwealth played a vital role in helping the brand to No.89
Last year, when Coca-Cola finished atop for the 13th consecutive time, an executive at the Coca-Cola Company acknowledged and said that nothing lasts forever.
If it is comfort, Coca-Cola remains far ahead of Apple and Google in likes on fan pages of Facebook. Coca-Cola has 73.2 million as compared to 9.8 million for Apple and 15.1 million for Google.