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Apple Ousts Coke as Most Valuable Brand

Apple Ousts Coke as Most Valuable Brand
September 30, 2013 10:58AM

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These reports mean absolutely nothing. You really should be asking what criteria they're using to come up with this stuff. That's where the real story is. The true evidence indicates that Apple is actually a brand in decline and has been since 2008 or so," said brand guru Rob Frankel, commenting on Apple ousting Coca-Cola as the top brand.

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Apple has been taking it on the chin for a lack of Steve Jobs-like innovation since the company's co-founder lost his battle with pancreatic cancer. But the Mac-maker is winning on the global branding front.

For the first time in the history of Interbrand's Best Global Brands report, there is a new number one brand: Apple. As its name suggests, the brand consultancy's annual list identifies and examines the top 100 most valuable global brands.

Coca-Cola held the number one position for 13 straight years, but drops to the third position in 2013 as Apple takes the lead and Google climbs to second. The total value of the 100 Best Global Brands in 2013 is $1.5 trillion -- an 8.4 percent record increase over the total value of the 100 Best Global Brands in 2012.

"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, Apple now ranks #1," said Jez Frampton, Interbrand's Global Chief Executive Officer. "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."

Tech Companies Dominate

Apple is no stranger to Interbrand's list. The company ranked number 36 when it debuted in 2000 with a brand value of $6.6 billion. Apple's brand value has since skyrocketed to $98.3 billion, almost 15 times as much. Interbrand points to the way the company has created a seamless omnichannel experience for customers with the growth.

By keeping consumers at the center of everything it does, the firm noted, Apple is able to anticipate what it wants next and break new ground in terms of both design and performance. With 72 million Macs in use and record-breaking sales of both the iPhone and iPad, Interbrand said Apple has made history by unseating Coca-Cola and becoming Interbrand's most valuable global brand of 2013.

Technology dominates as the most valuable sector overall, with a combined brand value $443.2 billion. Out of this year's top 10 brands, seven come out the tech sector. Four tech brands make up this year's top five rising brands: Facebook (#52, up 43 percent), Google (#2, up 34 percent), Apple (#1, up 28 percent), and Amazon, (#19, up 27 percent). Other tech companies that made the list include Samsung, Yahoo, Nokia, BlackBerry, Nintendo and Dell. (continued...)

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