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Things go better with Apple

Overtakes Coca-Cola as No. 1 brand

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The new iPhones were snapped up by thousands the first day the Apple product went on sale.

DAMIAN DOVARGANES / THE ASSOCIATED PRESS Enlarge Image

The new iPhones were snapped up by thousands the first day the Apple product went on sale.

LONDON -- Apple has unseated Coca-Cola as the world's No. 1 brand, as the company founded by Steve Jobs is a leader in design, performance and focuses on customers, according to a study of the Top 100 brands by Interbrand.

Apple's brand value jumped 28 per cent to $98.3 billion, Google is now in second place at $93.3 billion, and Coca-Cola has slipped from the top seat after 13 years to third place at $79.2 billion.

"Every so often, a company changes our lives -- not just with its products, but with its ethos," Jez Frampton, chief executive officer at New York-based brand consultancy Interbrand, said in a statement. Current Apple CEO "Tim Cook has assembled a solid leadership team and has kept Steve Jobs' vision intact -- a vision that has allowed Apple to deliver on its promise of innovation time and time again."

The annual study, closely watched by the industry, determines a brand's value by examining its financial performance, role in influencing consumer buying and ability to secure earnings. The Top 10 is rounded out in descending order by IBM, Microsoft, GE, McDonald's, Samsung, Intel and Toyota. The 100 companies on the Interbrand list have a combined brand value of $1.5 trillion, an 8.4 per cent increase from last year.

Technology names were among the biggest climbers. Google's brand value rose 34 per cent, while Samsung's advanced 20 per cent. Yahoo and BlackBerry fell off this year's ranking. Nokia dropped to 57th place from 19th with the largest decline in brand value in the history of the 14-year study.

New names on the list include Discovery, Duracell and Chevrolet. The fastest-rising brands were Apple, Facebook, Prada, Google and Amazon.

 

-- Bloomberg News

Republished from the Winnipeg Free Press print edition October 1, 2013 B6

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