According to Interbrand’s newly released 2013 Best Global Brands report, Apple has moved up from its 2012 No. 2 spot to unseat Coca-Cola for the No. 1 Best Global Brand. Google, which ranked No. 4 last year, also beat Coca-Cola, taking the No. 2 position this year.
After 13 years as the No. 1 global brand, this is the first time since Interbrand began publishing their Best Global Brands report that Coca-Cola has not ranked in the top spot, coming in at No. 3 on this year’s top 100 list.
To evaluate a brand’s value and determine the best global brands, Interbrand examines the brand’s financial performance, influential power and, “The strength the brand has to command a premium price, or secure earnings for the company.”
With a combined value of $1.5 trillion, the report revealed this year’s top brands represent a record increase of 8.4 percent over the total value of 2012′s 100 Best Global Brands.
Interbrand listed Apple’s brand value at $98.3 billion this year, nearly 15 times its value in 2000 when Apple first made the list.
“In today’s global and social media-obsessed marketplace, brand leaders recognize the need to be highly collaborative,” says Interbrands global CEO Jez Frampton, “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 claims brands that can think differently about the role they play in the life of a consumer, “Have an opportunity to change the world in ways they never imagined.”
According to the report, technology companies dominated this year’s list, with Facebook (#52), Google (#2), Apple (#1) and Amazon (#19) identified as 2013′s “Top Rising Brands.” Interbrand claims Nokia experienced the biggest drop in brand value in the history of their “Best Global Brands” list, with Yahoo and Blackberry not making the list this year. The brand consultancy firm explained these drops in brand value, stating:
In the fast-changing word of mobile, digital, and social media, these brands have struggled to articulate their respective attributes and deliver meaningful and seamless experiences across all platforms and touchpoints.
New entrants on Interbrand’s Top 100 Best Global Brands report included Discovery, Duracell and Chevrolet.