The latest brand analytics from Interbrand, a consulting firm has shown that Apple is now the most valuable brand globally. Coca-Cola that used to be the global leader has dropped to number three position. Based on Interbrand findings, especially with the iPhone 5 by Apple, the brand was reported to have been valued at $98.3 billion, about N15.881 trillion.
Interbrand is a corporate identity and brand consulting company owned by the Omnicom Group. So far, it has compiled what it calls the Best Global Brands report since 2000.
The report shows that not only has Apple overtaken Coca-Cola as first among the 100 most valuable brands based on criteria that include financial performance. Interbrand disclosed that this is the first time Coca would move from number one in the last one decade.
Global chief executive at Interbrand, Jez Frampton, had recently noted that Apple’s emergence was perchance “A matter of time” just as IT Realms recalls that Apple was number two last year, climbing from number eight in the 2011 report. “What is it they say, ‘Long lives the king’? This year, the king is Apple,” he asserted.
Part of the 2013 report stated: “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.”
Although “Coca-Cola is an efficient, outstanding brand marketer, no doubt about it, other leading technology brands have become very much the poster child of the marketing community,” Frampton said
That is underscored by the brand in second place in the new report: Google, which rose from fourth place last year. In fact, of the top 10 Best Global Brands for 2013, five are in technology: Apple; Google; Microsoft, number five, unchanged from last year; Samsung, eight; compared with nine last year; and Intel, nine compared with eight last year.
Samsung’s ascent followed the company’s adoption of a new brand strategy called the Brand Ideal, which includes “a greater focus on social purpose,” Executive Vice President and Chief Marketing Officer at Samsung, Sue Shim, said, adding “that reflected research indicating American consumers would switch brands to one that was associated with improving people’s lives.”
International Business Machines (IBM) was ranked number four in 2013, down a notch from 2012, is ranked as a business services brand. Otherwise, technology would account for six of the top 10.
“Brands like Apple and Google and Samsung are changing our behaviour: how we buy, how we communicate with each other, even whether we speak with each other. They have literally changed the way we live our lives,” Frampton said.