For the first time in 13 years, Apple as unseated Coca-Cola as the world’s No. 1 brand, as the company founded by Steve Jobs is a leader in design and performance, according to a study of the Top 100 brands by Interbrand Corp. They headed a tech-heavy list, on which IBM, Microsoft, Samsung and Intel helped round out the top 10.
Every so often, a company changes our lives — not just with its products, but with its ethos, 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.
– Jez Frampton, CEO – Interbrand
This year, Apple was surpassed by Samsung in the total number of smartphones sold worldwide, and some in the tech community knocked the company for what they perceived as a lack of innovation compared to its competitors.
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According to the report, Apple’s brand is estimated to be worth $98.3 billion, a 28% increase over 2012, when it was No. 2 on the list. Coca-Cola’s value also rose, but by only 2%, to $79.2 billion. Much of Apple’s boost can probably be attributed to its growing presence in China, where iPhones and other Apple devices are increasingly popular.
Apple Inc.’s brand value jumped 28 percent to $98.3 billion and Google Inc. (GOOG)’s rose in second place at $93.3 billion. The Coca-Cola Co. name slipped from the top spot after 13 years to third place at $79.2 billion.
The annual study, closely watched by the industry, determines a brand’s value by examining its financial performance, role in influencing consumer buying and ability to secure earnings. The Top 10 is rounded out in descending order by IBM, Microsoft, GE, McDonald’s, Samsung, Intel and Toyota. The 100 have a combined value of $1.5 trillion, an 8.4 percent increase from last year.
Technology names were among the biggest climbers — and the biggest decliners as well. Google’s brand value rose 34 percent and Samsung’s advanced 20 percent. Meanwhile, Nokia dropped to 57th place from 19th with the largest decline in brand value in the history of the 14-year study. Yahoo and BlackBerry fell off the rankings altogether.
Last year Apple eclipsed Microsoft to become the most valuable public company in history, although its stock has since dipped.
