For the first time in the history of Interbrand’s Best Global Brands report, there is a new top brand.
Apple this year boosted its brand value by an impressive 28% to trump Coca-Coca, which held the top spot for 13 consecutive years.
In 2000, Apple ranked 36th with a brand value of less than $7 billion. Today, Interbrand rates the top-seeded company’s brand value at nearly $100 billion.
“Apple’s meteoric rise in brand value can be attributed to the way it has created a seamless omnichannel experience for customers,” says Interbrand. “By keeping consumers at the center of everything it does, Apple is able to anticipate what they want next and break new ground in terms of both design and performance. Apple has made history by unseating Coca-Cola and becoming Interbrand’s most valuable global brand of 2013.”
Facebook climbed 43% to 53rd, the biggest climb of any company on the list and the only social media brand on the list. Google climbed 34% to second place thanks to innovations such as Google Glass, pushing Coca-Cola to third. Amazon cracked the top 20 thanks to a 27% boost in brand value.
BlackBerry, which last year slipped to 96th place, has been wiped off the list. Yahoo also fell off the list. Nokia’s 65% plunge was the largest decline in brand value in the history of Interbrand’s rankings.
Even so, technology dominated this years list: seven of the top 10 are tech firms and four of the top five biggest risers are tech firms.
When determining the top 100 most valuable global brands, Interbrand examines three key aspects that contribute to a brand’s value:
• The financial performance of the branded products or service;
• The role the brand plays in influencing consumer choice;
• And the strength the brand has to command a premium price, or secure earnings for the company.