GLOBAL – October 1, 2013 – Apple has been named the best global brand of 2013 in a ranking by global branding consultancy Interbrand, dethroning Coca-Cola, which has held the top spot for the past 13 years since the ranking began.
Launched in 2000, the Best Global Brands ranking lists the top 100 brands globally, based on the following aspects: the brand’s financial performance, its influence on consumer choice, and its strength in commanding a premium price or securing earnings for the company.
Apple emerged as the top brand after a 28 percent increase in brand value. Google seized the top 2 spot, with a 34 percent brand value increase. Coca-Cola still ranks high on the list at number 3, despite a brand value increase of only 2 percent. IBM, Microsoft, GE, McDonald’s, Samsung, Intel, and Toyota round out the top ten.
Apple is also counted among the top rising brands, along with Facebook, which grew by 43 percent in brand value, Google, Prada, which grew by 30 percent, and Amazon, which grew by 27 percent.
"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," Interbrand CEO Jez Frampton said.
"Tim Cook has assembled a solid leadership team and has kept Steve Jobs’ vision intact–a vision that has allowed Apply to deliver on its promise of innovation time and time again," he said.
The 2013 ranking also welcomed new brands: media brand Discovery emerged as the 70th best brand, Duracell as the 85th, and Chevrolet as 89th.
"In today’s global and social media-obssessed marketplace, brand leaders recognize the need to be highly collaborative. The top 100 most valuable global brands are unlocking their value by participating, listening, learning, and sharing–and not just with leaders from within their organization, but with consumers too," Frampton pointed out.
"Brands that learn to think differently about the role they play in consumers’ lives–and how to fulfill that role–have an opportunity to change the world in ways they never imagined," he said.
For the full list of the top 100 Best Global Brands, visit Interbrand’s website.
