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Apple Ends Coca-Cola's 13 Year Reign as the Top Brand in Interbrand's Ranking of 100 Most Valuable Global Brands.
LONDON, Sept. 15, 2013 -- After Coca-Cola held the top stop in London-based international marketing firm Interbrand's annual ranking of the 100 most valuable global brands for 13 straight years, until this year when Apple took the top honors.
Global Chief Executive at Interbrand Jez Frampton opined that Apple’s arrival in the top spot was perhaps “a matter of time.” He added, “Coca-Cola is an efficient, outstanding brand marketer, no doubt about it,” but Apple and other leading technology brands have become “very much the poster child of the marketing community.”
Apple ranked as Number 2 last year, climbing from Number 8 in the 2011 report.
“Brands like Apple and Google and Samsung are changing our behavior: how we buy, how we communicate with each other, even whether we speak with each other,” Mr. Frampton said. “They have literally changed the way we live our lives.”
A number of criteria were considered in forming the rankings. First, a strong brand had to meet 10 criteria: commitment, protection, clarity, responsiveness, authenticity, relevance, understanding, consistency, presence, and differentiation. Another factor was positive profitability, with at least 30% of its revenue coming from outside the home country to be considered truly global. Also important was a public profile and awareness above and beyond its own marketplace.
While the Coca-Cola brand is 124 years old, it has managed to stay relevant due in part because of its use of social media.
Brands that made the top 100 this year, while missing the cut last year, include Chevrolet, Duracell, and Discovery Channel.
2013 Rank |
Brand |
Last Year's Rank |
Brand Value |
1 |
Apple |
2 |
$98,316,000 |
2 |
Google |
4 |
$93,291,000 |
3 |
Coca-Cola |
1 |
$79,213,000 |
4 |
IBM |
3 |
$78,808,000 |
5 |
Microsoft |
5 |
$59,546,000 |
6 |
GE |
6 |
$46,947,000 |
7 |
McDonald's |
7 |
$41,992,000 |
8 |
Samsung |
9 |
$39,610,000 |
9 |
Intel |
8 |
$37,257,000 |
10 |
Toyota |
10 |
$35,346,000 |
11 |
Mercedes-Benz |
11 |
$31,904,000 |
12 |
BMW |
12 |
$31,839,000 |
13 |
Cisco |
14 |
$29,053,000 |
14 |
Disney |
13 |
$28,147,000 |
15 |
HP |
15 |
$25,843,000 |
16 |
Gillette |
16 |
$25,105,000 |
17 |
Louis Vuitton |
17 |
$24,893,000 |
18 |
Oracle |
18 |
$24,088,000 |
19 |
Amazon |
20 |
$23,620,000 |
20 |
Honda |
21 |
$18,490,000 |
21 |
H&M |
23 |
$18,168,000 |
22 |
Pepsi |
22 |
$17,892,000 |
23 |
American Express |
24 |
$17.646,000 |
24 |
Nike |
26 |
$17,085,000 |
25 |
SAP |
25 |
$16,676,000 |
26 |
IKEA |
28 |
$13,818,000 |
27 |
UPS |
27 |
$13,763,000 |
28 |
eBay |
36 |
$13,162,000 |
29 |
Pampers |
34 |
$13,035,000 |
30 |
Kellogg's |
29 |
$12,987,000 |
31 |
Budweiser |
31 |
$12,614,000 |
32 |
HSBC |
33 |
$12,183,000 |
33 |
J.P. Morgan |
32 |
$11,456,000 |
34 |
Volkswagon |
39 |
$11,120,000 |
35 |
Canon |
30 |
$10,989,000 |
36 |
Zara |
37 |
$10,821,000 |
37 |
Nescafe |
35 |
$10,651,000 |
38 |
Gucci |
38 |
$10,151,000 |
39 |
L'Oreal |
42 |
$9,874,000 |
40 |
Philips |
41 |
$9,813,000 |
41 |
Accenture |
43 |
$9,471,000 |
42 |
Ford |
45 |
$9,181,000 |
43 |
Hyundai |
53 |
$9,004,000 |
44 |
Goldman Sachs |
48 |
$8,536,000 |
45 |
Siemens |
51 |
$8,503,000 |
46 |
Sony |
40 |
$8,408,000 |
47 |
Thompson Reuters |
44 |
$8,103,000 |
48 |
Citi |
50 |
$9,973,000 |
49 |
Danone |
52 |
$7,968,000 |
50 |
Colgate |
47 |
$7,833,000 |
51 |
Audi |
55 |
$7,767,000 |
52 |
Facebook |
69 |
$7,732,000 |
53 |
Heinz |
46 |
$7,648,000 |
54 |
Hermes |
63 |
$7,616,000 |
55 |
adidas |
60 |
$7,535,000 |
56 |
Nestle |
57 |
$7,527,000 |
57 |
Nokia |
19 |
$7,444,000 |
58 |
Caterpillar |
61 |
$7,125,000 |
59 |
AXA |
58 |
$7,096,000 |
60 |
Cartier |
68 |
$6,897,000 |
61 |
Dell |
49 |
$6,845,000 |
62 |
Xerox |
59 |
$6,779,000 |
63 |
Allianz |
62 |
$6,710,000 |
64 |
Porsche |
72 |
$6,471,000 |
65 |
Nissan |
73 |
$6,203,000 |
66 |
KFC |
64 |
$6,192,000 |
67 |
Nintendo |
56 |
$6,086,000 |
68 |
Panasonic |
65 |
$5,821,000 |
69 |
Sprite |
66 |
$5,811,000 |
70 |
Discovery Channel |
70 |
$5,756,000 |
71 |
Morgan Stanley |
54 |
$5,724,000 |
72 |
Prada |
83 |
$5,570,000 |
73 |
Shell |
75 |
$5,535,000 |
74 |
Visa |
74 |
$5,465,000 |
75 |
Tiffany & Co. |
70 |
$5,440,000 |
76 |
3M |
77 |
$5,413,000 |
77 |
Burberry |
82 |
$5,189,000 |
78 |
MTV |
67 |
$4,980,000 |
79 |
Adobe |
67 |
$4,899,000 |
80 |
John Deere |
85 |
$4,865,000 |
81 |
Johnson & Johnson |
79 |
$4,777,000 |
82 |
Johnnie Walker |
83 |
$4,745,000 |
83 |
Kia |
87 |
$4,708,000 |
84 |
Santander |
76 |
$4,660,000 |
85 |
Duracell |
N/A |
$4,645,000 |
86 |
Jack Daniel's |
81 |
$4,642,000 |
87 |
Avon |
71 |
$4,610,000 |
88 |
Ralph Lauren |
71 |
$4,584,000 |
89 |
Chevrolet |
N/A |
$4,578,000 |
90 |
Kleenez |
80 |
$4,428,000 |
91 |
Starbucks |
88 |
$4,399,000 |
92 |
Heineken |
92 |
$4,331,000 |
93 |
Corona |
89 |
$4,276,000 |
94 |
Pizza Hut |
86 |
$4,269,000 |
95 |
Smirnoff |
90 |
$4,262,000 |
96 |
Harley-Davidson |
96 |
$4,230,000 |
97 |
MasterCard |
94 |
$4,206,000 |
98 |
Ferrari |
99 |
$4,013,000 |
99 |
Moet & Chandon |
98 |
$3,943,000 |
100 |
Gap |
100 |
$3,920,000 |