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Apple overtakes Coca-Cola, becomes world’s most valuable brand

Jordan O'Brien
September 30, 2013

Apple has snatched the world’s most valuable brand crown from Coca-Cola, who has held the accolade for 13 years. It wasn’t just Apple riding the co-tails of the boom in technology industry in recently, with Google also taking second place — putting the list’s previous winner Coca-Cola in third position.

Coca-Cola was the only non-tech brand to make it into the top 5 of the 2013 “Interbrand’s Best Global Brands report,” with IBM and Microsoft coming in fourth and fifth respectively. Samsung also made its way into the list coming a respectable eighth, a position previously held by Intel.

The report doesn’t just take into account the valuation of the company, with Apple in a constant duel with ExxonMobil for this accolade, but it uses factors such as customer loyalty, financial performance, and the role the brand plays in a purchasing decision.

Apple’s valuation was pegged at $98.3 billion, whilst Google was just $5 billion behind at $93.3 billion, and Coca-Cola was lagging in the rear with just $79.2 billion.

Coca-Cola isn’t sour about the affair though, with the company’s group director for digital communications and social media taking to Twitter to congratulate both Apple and Google.

It wasn’t a good year for all technology companies though, with Blackberry leaving the list since last year, and Nokia going from 19th to 57th.

About the Author

Jordan O'Brien

Technology Journalist with an unhealthy obsession with trains and American TV. Attempts satire far too often. (+44) 020 7324 3502

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