Apple beats Coca-Cola to become world’s most valuable brand for first time

The results are in for the Best Global Brands 2013 - and it's good news all round for the technology sector

Apple has been crowned the world’s most valuable brand, knocking Coca-Cola off the top spot for the first time since the influential annual measure was created 13 years ago.

The highly-regarded Best Global Brand 2013 charts, released today by the image consultancy firm Interbrand, saw the long-term reigning champion soft drinks company actually slipping down to third, with a huge surge in value seeing Google take second place.

Apple’s brand value was estimated at $98.3 billion, up 28 per cent from the same report last year. Coca-Cola received just a 2 per cent increase, up to $79.2 billion.

 “Every so often, a company changes our lives, not just with its products, but also with its ethos,” the report reads.

“This is why, following Coca-Cola’s 13-year run at the top of Best Global Brands, Interbrand has a new #1—Apple. Few brands have enabled so many people to do so much so easily, which is why Apple has legions of adoring fans, as evidenced by the record-breaking launch of the iPhone 5c/5s.”

Interbrand said its methodology for working out value “brings together market, brand, competitor, and financial data” to allow companies to “articulate the contribution of your brand to business results”.

Referring to Coca-Cola’s deposition, the report said: “Though the soft drink giant slips to #3 this year, Coca-Cola has enjoyed a long and illustrious reign for good reason. An enduring classic that has evolved over its 127 years, Coca-Cola remains the most recognizable—and one of the most valuable—brands in the world.”

In a strong year for technology and web-based brands, the other really big risers were Facebook, into 52nd place with its value up 43 per cent to $7.7 billion, and Amazon, into the top 20 with a 27 per cent improvement in value to $23.6 billion.

While Interbrand’s global chief executive Jez Frampton said in a recent interview that it was “a matter of time” before Apple claimed the top spot, Patrick Barwise, Professor of Marketing at London Business School, was more cautious about its lasting prospects.

He told The Times: “We’re more and more moving to the weightless economy where service is very important and where a lot of buying is done for reputational reasons.

“Coca-Cola is a very mature, steady brand with a global presence, so the valuation for Coke will be pretty steady. With technology brands you see more volatility. Twenty years ago people were singing Motorola’s praises.

“Technology brands certainly influence buyer behaviour. They also tend to be very volatile. The table tells you that the most successful technology companies are very profitable and successful. It may also tell you there’s a bubble.”

Start your day with The Independent, sign up for daily news emails
ebooks
ebooksAn introduction to the ground rules of British democracy
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

iJobs Job Widget
iJobs Money & Business

Recruitment Genius: Sales Assistant / Buyer

£15000 - £17000 per annum: Recruitment Genius: This company offers a range of ...

Recruitment Genius: Customer Service Advisor

£15000 - £16000 per annum: Recruitment Genius: Customer Service Advisors are r...

SThree: Trainee Recruitment Consultant

£20000 - £25000 per annum + OTE £45K: SThree: SThree were established in 1986....

Recruitment Genius: Compliance Manager

£40000 - £60000 per annum: Recruitment Genius: A Compliance Manager is require...

Day In a Page

Greece debt crisis: What happened to democracy when it’s a case of 'Vote Yes or else'?

'The economic collapse has happened. What is at risk now is democracy...'

If it doesn’t work in Europe, how is it supposed to work in India or the Middle East, asks Robert Fisk
The science of swearing: What lies behind the use of four-letter words?

The science of swearing

What lies behind the use of four-letter words?
The Real Stories of Migrant Britain: Clive fled from Zimbabwe - now it won't have him back

The Real Stories of Migrant Britain

Clive fled from Zimbabwe - now it won’t have him back
Africa on the menu: Three foodie friends want to popularise dishes from the continent

Africa on the menu

Three foodie friends want to popularise dishes from the hot new continent
Donna Karan is stepping down after 30 years - so who will fill the DKNY creator's boots?

Who will fill Donna Karan's boots?

The designer is stepping down as Chief Designer of DKNY after 30 years. Alexander Fury looks back at the career of 'America's Chanel'
10 best statement lightbulbs

10 best statement lightbulbs

Dare to bare with some out-of-the-ordinary illumination
Wimbledon 2015: Heather Watson - 'I had Serena's poster on my wall – now I'm playing her'

Heather Watson: 'I had Serena's poster on my wall – now I'm playing her'

Briton pumped up for dream meeting with world No 1
Wimbledon 2015: Nick Bollettieri - It's time for big John Isner to produce the goods to go with his thumping serve

Nick Bollettieri's Wimbledon Files

It's time for big John Isner to produce the goods to go with his thumping serve
Dustin Brown: Who is the tennis player who knocked Rafael Nadal out of Wimbeldon 2015?

Dustin Brown

Who is the German player that knocked Nadal out of Wimbeldon 2015?
Ashes 2015: Damien Martyn - 'England are fired up again, just like in 2005...'

Damien Martyn: 'England are fired up again, just like in 2005...'

Australian veteran of that Ashes series, believes the hosts' may become unstoppable if they win the first Test
Tour de France 2015: Twins Simon and Adam Yates have a mountain to climb during Tour of duty

Twins have a mountain to climb during Tour of duty

Yates brothers will target the steepest sections in bid to win a stage in France
John Palmer: 'Goldfinger' of British crime was murdered, say police

Murder of the Brink’s-MAT mastermind

'Goldfinger' of British crime's life ended in a blaze of bullets, say police
Forget little green men - aliens will look like humans, says Cambridge University evolution expert

Forget little green men

Leading evolutionary biologist says aliens will look like humans
The Real Stories of Migrant Britain: An Algerian scientist adjusts to life working in a kebab shop

The Real Stories of Migrant Britain

An Algerian scientist struggles to adjust to her new life working in a Scottish kebab shop
Bodyworlds museum: Dr Gunther von Hagens has battled legal threats, Parkinson's disease, and the threat of bankruptcy

Dying dream of Doctor Death

Dr Gunther von Hagens has battled legal threats, Parkinson's disease, and the threat of bankruptcy