Interbrand's annual Best Global Brands report is out, and for the first time Apple took the top position. Apple's ranking means Coca-Cola has finally been unseated as the number one company for the first time in the 13 years the Interbrand has conducted the study.
Interbrand said,
Apple has appeared on Interbrand's Best Global Brand ranking since 2000, when the ranking first debuted. In 2000, Apple ranked #49 and had a brand value of USD $5.5 billion. Today, Apple's brand value is USD $98.3 billion – almost 18 times the amount of its brand value in 2000. Apple's meteoric rise in brand value can be attributed to the way it has created a seamless omnichannel experience for its consumers.
Coca-Cola's dethroning happened at more than just Apple's hands. Google moved up to become the second most valuable brand, pushing the soft drink company to number three. IBM and Microsoft came in fourth and fifth, making Coca-Cola the only non-tech company at the top of the list.
Samsung, Apple's big rival in the mobile device market, came in at number 8, and Intel was right behing at number 9. Gap, the popular clothing company found in malls everywhere, took the last spot at 100.
Apple takes the top spot as Interbrand's most valuable brand in 2013
The research company considers each company's financial performance, the role the brand plays in influencing customer choices, and how well the brand works to set premium prices and secure company earnings. Based on those factors, Apple and Google managed to unseat Coca-Cola for the first time.
"Every so often, a company changes our lives—not just with its products, but with its ethos," said Interbrand CEO Jez Frampton. "This is why, following Coca-Cola’s 13-year run at the top of Best Global Brands, Apple now ranks number one."