The report, to be released on Monday, is from Interbrand, a corporate identity and brand consulting company owned by the Omnicom Group that has been compiling what it calls the Best Global Brands report since 2000. The previous No. 1 brand,Coca-Cola, fell to No. 3.
Not only has Apple replaced Coca-Cola as first among the 100 most valuable brands based on criteria that include financial performance, this is the first time that the soft drink known for slogans like “It’s the real thing” has not been No. 1.
Apple’s arrival in the top spot was perhaps “a matter of time,” Jez Frampton, global chief executive at Interbrand, said in a recent interview. Apple was No. 2 last year, climbing from No. 8 in the 2011 report.
Apple Worlds Most Valuable Brand
Interbrand’s Best Global Brands report 2013 :-
Technology giant Apple has been reportedly chosen as the world’s ‘most valuable brand’ for 2013 by Interbrand’s Best Global Brands report.
The report estimates the value of the Apple brand at $98.3 billion, up 28 percent from the 2012 report. The value of the Coca-Cola brand also rose, by 2 percent to $79.2 billion, but that was not sufficient to give Coca-Cola a 14th year as Interbrand’s most valuable brand.
Although “Coca-Cola is an efficient, outstanding brand marketer, no doubt about it,” Mr. Frampton said, Apple and other leading technology brands have become “very much the poster child of the marketing community.”
Last year the top position went to soft-drink manufacturer Coca-Cola, which slipped down to the third position this year.
According to the New York Times, it was the first time in 13 years that Coca-Cola lost out to Apple as the Best Global Brands.
Apple was followed by search giant Google on number two position while IBM featured on fourth position, which till last year secured the third position.
The report said that social media giant Facebook made to 52nd position from 69 last year and it is also the site’s first year on the list, while the sinking smartphone company BlackBerry was wiped out of the list.
The top ten companies who made it to the ‘most valued brands’ list include :-
6. General Electric
7. Mc Donald’s
In fact, of the top 10 Best Global Brands for 2013, five are in technology: Apple; Google; Microsoft, No. 5, unchanged from last year; Samsung, 8, compared with 9 last year; and Intel, 9, compared with 8 last year.
Samsung’s ascent followed the company’s adoption of a new brand strategy called the Brand Ideal, which includes “a greater focus on social purpose,” Sue Shim, executive vice president and chief marketing officer at Samsung, said by e-mail. That reflected research indicating American consumers would switch brands to “one that was associated with improving people’s lives,” she added.
I.B.M. — No. 4 in 2013, down a notch from 2012 — is ranked as a business services brand. Otherwise, technology would account for six of the top 10.
“Brands like Apple and Google and Samsung are changing our behavior: how we buy, how we communicate with each other, even whether we speak with each other,” Mr. Frampton said. “They have literally changed the way we live our lives.”