Apple has been called the world’s most valuable brand by Interbrand, bringing to an end Coca-Cola’s 13 year unbroken stay.
The soft drinks maker finished 2013’s result in third position. IBM and Microsoft rounded the top five off.
A absence of growth in brand value was Google’s 34% and that which failed for Coca-Cola according to Interbrand, the drink provider.
Why has the newest consultancy seen fit to provide Cupertino the top spot?
First on the agenda was Apple’s ability to acquire consistent wins “day in and day out”, according to Nirm Shanbhag, composing on the Interbrand website.
“In the spirit of Steve Jobs’ classic “and one more thing” product reveals, these consistent innovators are constantly trying to identify tomorrow’s problems and solutions now,” Shanbhag wrote.
“That’s essentially what the tech sector is all about; discovering real issues, solving them and then repeating the procedure. What’s more, we expect such brands to try it, and we become frustrated when they do not,” he added.
Other technology entrants in the top 20 include Samsung (#8), Intel (#9), Cisco (#14), HP (#15) and Oracle (#18). The technology sector overall has a combined brand worth of443.1bn, with the general value of this 100 entrants at $1.5tn. It is well worth noting Amazon’s position of 19th which Interbrand categorises retail.
There were just three entries to the standing of this year; Discovery at stake 70; Duracell in 85 and Chevrolet at 89.
Yet the increase of Apple is the big takeaway from the research. When the rankings were debuted in 2000, Coca-Cola was obviously #1 whilst Apple was rated at a diminished #36.
The timing of this news continues to be interesting, especially when one believes the recent inventory, in particular of Apple to the launch of this iPhone 5C. Apple CEO Tim Cook told Bloomberg that he had not been pleased to see that his company’s stock slide occasion, yet stating: “I don’t slit my wrists as soon as it goes down”
Interbrand, however, sees it differently.
“Every so often, a provider changes our own lives — not only with its own products, but using its ethos. This is the reason why, following Coca-Cola’s 13 year run on very top of Best Global Brands, Apple now ranks #1,” explained Interbrand global CEO Jez Frampton.
“Tim Cook has built a good leadership team, and it has maintained Steve Jobs’ vision intact — a vision that has allowed Apple to deliver on its promise of innovation time and time again,” he added.
The figures reveal Apple and Google in a two horse race where have we heard that before? — with entire brand worth of $98.3bn and $93.2bn respectively. Coca-Cola’s estimated brand value is way back on $79.2bn, with IBM sexy on its tail at $78.8bn.
The full report findings can be found here. What should you make of those results? Is Apple a reasonable competition to take over Coca-Cola’s crown?
