According to Interband, Apple just became the world's most valuable brand past Coca Cola. Interbrand is a unit under Omnicom Group that focuses on corporate identity and brand consulting. They are best known for collecting data and providing the list of Best Global Brands since 2000. As Interbrand says, Coca Cola went down to 3rd place as Apple secures the top spot. Is Apple back in the game?
Apple did not just replace Coca Cola as the top brand in the world including financial performance - this is also a first for the beverage giant not to top the list. The company, popular for their "It's the real thing" campaign, has been at the top spot since the list was created.
Global Chief Executive of Interbrand, Jez Frampton, said it was only a matter of time before Apple made the top spot. Apple ranked second in 2012. It climbed several places from its eighth position during 20111.
"What is it they say, 'Long live the king'?" Mr. Frampton asked. "This year, the king is Apple."
New York Times quoted the 2013 report from Interbrands:
"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, Interbrand has a new No. 1 - Apple."
According to the report, the estimated value of the Apple is around $98.3 billion. This is more than 28 percent from its value back in 2012. Coca Cola's brand increased to $79.2 billion. This was a two percent increase from their previous value but it was not enough to secure the company their 14th consecutive top post in the most valuable brand list.
Mr Frampton further noted that even though "Coca-Cola is an efficient, outstanding brand marketer, no doubt about it," tech giants like Apple have become "very much the poster child of the marketing community."
The further supported by Google claiming the second place in the list - the company came from fourth place in 2012. Among the top ten in the Best Global Brands for 2013, five came from tech. These include: Apple, Google, Microsoft (5th place), Samsung (8th place) and Intel (9th place).
"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 explained.
"They have literally changed the way we live our lives."
With Apple releasing the iPhone 5s and 5c, posting record sales and pending releases, the tech giant may be able to secure their top spot for a while.
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