For 13 years, the Coca-Cola brand reigned supreme and it was considered the most valuable in the world, but according to this year’s Interbrand list of “Best Global Brands,” the beloved beverage company has been bumped and Apple has taken the lead.
“Every so often, a company changes our lives, not just with its products, but also with its ethos. This is why, following Coca-Cola’s 13-year run at the top of Best Global Brands, Interbrand has a new #1—Apple.” – Interbrand
The world has seen the Apple brand grow steadily since 2002, but in 2012, its value skyrocketed from $33.4 million to $76.5 million and this year, to almost $100 million. The cutting-edge company has seen over 600 billion iOS devices sold to date (including the nine million units of its two new iPhones) and has done several things to keep its brand going strong, such as:
- Responding to the criticism of its Foxconn working conditions in China by moving the assembly of the Mac Pro to the U.S.
- Planning to achieve 100% renewable energy at every facility worldwide.
- Building a strong loyalty among customers.
- Being the only tech company that creates products that exceed US Energy Star specifications.
- Living up to its “Think Different” campaign with innovative design, performance, and simplicity.
It’s not that Coca-Cola isn’t a strong brand, it’s just been surpassed by a company that, by using technology, can affect the way we live our lives.
Others in the Top 10
Also experiencing a jump in brand value (from $69.7 million in 2012 to $93.2 million this year), Google came in at number two on the list, pushing Coca-Cola ($79.2 million) to number three. Tech companies dominated Interbrand’s top 10, with IBM ($78.8 million) coming in fourth, Microsoft ($59.5 million) fifth, Samsung ($39.6 million) eighth, and Intel ($37.2 million) ninth.
General Electric ($46.9 million) took sixth, McDonalds ($41.9 million) seventh, and Toyota ($35.3 million) rounded it out at tenth. Each brand in the top 10 experienced an increase in value except for Intel, whose value actually dropped by 5%.
So who do you think will top the list next year?