Interbrand’s Best Global Brands 2013

Interbrand hast just released their Best Global Brands 2013 survey results and, after 13 years, there is a new king of the hill: Apple.

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.

Seth Godin On Defining Brands

Seth Godin offers one of the best definitions of brands and brand values that I’ve come across to date:

A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.

A brand’s value is merely the sum total of how much extra people will pay, or how often they choose, the expectations, memories, stories and relationships of one brand over the alternatives.

Original post link here.