Analysts claim that is was only a matter of time, but Apple is officially the worlds most valuable brand. Apple has knocked off Coca-Cola to become the ‘World’s Most Valuable Brand’ according to the annual Interbrand Best Global Brands Report.
Apple’s arrival in the top spot was perhaps “a matter of time,” Jez Frampton, global chief executive at Interbrand, said in a recent interview. Apple was No. 2 last year, climbing from No. 8 in the 2011 report. “What is it they say, ‘Long live the king’?” Mr. Frampton asked. “This year, the king is Apple.”
The 2013 report begins: “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, Interbrand has a new No. 1 — Apple.” The report estimates the value of the Apple brand at $98.3 billion, up 28 percent from the 2012 report.
Apple’s rivals Google and Samsung also moved up in the list with Mountain View also hopping over Coca-Cola to #2 at a $93.3B (up 34%) valuation while Samsung entered the top 10 with a new brand strategy called the Brand Ideal, which includes “a greater focus on social purpose”. Microsoft, who just lost a CEO, was flat.