Apple overtakes Coca-Cola to become world's 'most valuable' brand

Apple: overthrows Coca-Cola to become the world's 'most valuable' brand
Apple: overthrows Coca-Cola to become the world's 'most valuable' brand

Coca-Cola has been displaced as the world's "most valuable" brand for the first time, with Apple taking the top spot in Interbrand's annual countdown of the top 100 global brands.

Coke has topped the Best Global Brands ranking each since its creation 13-years ago, but slips to number three behind iPhone-maker Apple and search giant Google, which jumps to number two in the table.

In 2000, Apple ranked at number 36 in the Best Global Brands with a brand value of $6.6bn. Today, despite recent criticism of its iPhone 5c launch, its brand value is $98.3bn.

Jez Frampton, Interbrand’s global chief executive officer, said: "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 number one."

"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."

New entrants in the list include broadcaster Discovery (at number 70), Procter & Gamble-owned battery brand Diracell (85) and General Motors-owned automotive marque Chevrolet.

Technology brands enjoyed the biggest growth in brand value, with Google (second) up 34% year on year, Amazon (19) up 27%, and Facebook (52) up 43% on its 2012 value.

Apple was also recently crowned as the world’s most "cool" brand, confirming the firm’s enduring appeal despite its recent troubles

2013 2012 Brand 2013 brand value (USD $billion) % change in brand value
1 2 Apple 98.316 28%
2 4 Google 93.291 34%
3 1 Coca-Cola 79.213 2%
4 3 IBM 78.808 4%
5 5 Microsoft 59.546 3%
6 6 GE 46.947 7%
7 7 McDonald\'s 41.992 5%
8 9 Samsung 39.610 20%
9 8 Intel 37.257 -5%
10 10 Toyota 35.346 17%
11 11 Mercedes-Benz 31.904 6%
12 12 BMW 31.839 10%
13 14 Cisco 29.053 7%
14 13 Disney 28.147 3%
15 15 HP 25.843 -1%
16 16 Gillette 25.105 1%
17 17 Louis Viutton 24.893 6%
18 18 Oracle 24.088 9%
19 20 Amazon 23.620 27%
20 21 Honda 18.490 7%


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