Coca-Cola has lost its title of the world’s number one brand of 13 years to Apple and Google.
According to brand consultancy Interbrand, Apple’s brand valuation for 2013 is $98.3bn compared to Coca-Cola’s $79.2m. Google’s brand valuation stood at $93.2m.
“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,” said Interbrand’s chief executive Jez Frampton.
“Due to evolutionary changes to its core offerings (Search, Android, and Gmail) and new innovations like Google Glass and its self-driving car, Google’s brand value increased by 34 per cent,” said Frampton.
Interbrand attributed Apple’s performance to “the way it has created a seamless omnichannel experience for customers”.
It added: “By keeping consumers at the centre of everything it does, Apple is able to anticipate what they want next and break new ground in terms of both design and performance.
“With 72 million Macs in use and record-breaking sales of both the iPhone and iPad, Apple has made history by unseating Coca-Cola and becoming Interbrand’s most valuable global brand of 2013.”
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