The study, which looks into the value of corporate brands, noted that Apple is the first company to push Coca-Cola aside – which had been the top most valuable brand every year since the study first began in 2000. Interbrand assessed Apple at $98.3 billion while second place winner, Google came in with a brand value of $93.3 billion, well ahead of Coca-Cola’s $79.2 billion value.
I think it’s really interesting to note that 5 out of the top 10 brands are technology-related brands, followed by beverages (1), business services (1), diversified (1), restaurants (1), automotive (1). I believe it’s truly indicative of the increasing recognition of technology in global business and consumer consciousness.
Jez Frampton, Interbrand’s Global Chief Executive Officer stated, “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.”
He continued, “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.”
Interbrand bases its assessment on a combination of the company’s financial performance, its role influencing consumer choices, and how well the brand lets a company charge premium prices and deliver profits.
Click here for the full report in PDF.