Over the past 13 years of Interbrand's chart of the most valuable global brands, one company has kept its sweet, bubbly perch at number one -- Coca-Cola. The Atlanta-based beverage maker's run at the top ends today; Interbrand's 2013 report, released last night, sees Coke bumped down to number three behind No. 2 (and biggest gainer) Google and the world's most valuable brand, Apple.
Interbrand's analysis puts the value of Apple's brand at close to US$100 billion, and the recent record-breaking launch of the iPhone 5c and 5s served only to burnish the company's image. The report glowingly details Apple's achievement: "For revolutionizing the way we work, play and communicate-and for mastering the ability to surprise and delight -- Apple has set a high bar for aesthetics, simplicity and ease of use that all other tech brands are now expected to match, and that Apple itself is expected to continually exceed."
Among the superlatives for Apple's brand performance are a nod to the company's retail presence ("performing 17 times better than any other physical retail store") and the anticipation for a possible leap into wearable computing (citing the hiring of Yves Saint Laurent CEO Paul Denève and Nike FuelBand guru Jay Blahnik). The report also acknowledges the challenges to the company's brand power, including competition from Microsoft, Android and Samsung.
[via The New York Times]