Apple overtakes Cocacola as world's number 1 most valuable brand | Welcome to Linda Ikeji's Blog

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Tuesday 1 October 2013

Apple overtakes Cocacola as world's number 1 most valuable brand

For thirteen years, Cocacola was the world's number one most valuable brand...but not anymore. In 2013, two brands took over - Apple and Google, leaving Cocacola at number three.

From New York Times
Apple is the new most valuable brand in the world, according to a closely followed annual report. The report, to be released next Monday, is from Interbrand, a corporate identity and brand consulting company owned by the Omnicom Group that has been compiling what it calls the Best Global Brands report since 2000. The previous No. 1 brand, Coca-Cola, fell to No. 3.
Not only has Apple replaced Coca-Cola as first among the 100 most valuable brands based on criteria that include financial performance, this is the first time that the soft drink known for slogans like “It’s the real thing” has not been No. 1.

Apple’s arrival in the top spot was perhaps “a matter of time,” Jez Frampton, global chief executive at Interbrand, said in a recent interview. Apple was No. 2 last year, climbing from No. 8 in the 2011 report.

“What is it they say, ‘Long live the king’?” Mr. Frampton asked. “This year, the king is Apple.”

The 2013 report begins: “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.”

The report estimates the value of the Apple brand at $98.3 billion, up 28 percent from the 2012 report. The value of the Coca-Cola brand also rose, by 2 percent to $79.2 billion, but that was not sufficient to give Coca-Cola a 14th year as Interbrand’s most valuable brand.

Although “Coca-Cola is an efficient, outstanding brand marketer, no doubt about it,” Mr. Frampton said, Apple and other leading technology brands have become “very much the poster child of the marketing community.”

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, No. 5, unchanged from last year; Samsung, 8, compared with 9 last year; and Intel, 9, compared with 8 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,” Sue Shim, executive vice president and chief marketing officer at Samsung, said by e-mail. That reflected research indicating American consumers would switch brands to “one that was associated with improving people’s lives,” she added.

I.B.M. — No. 4 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 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.”

Among other transformative technology brands that performed well in the new report was Facebook, which climbed to 52 from 69 last year, its first year on the list.

However, not all technology brands fared well. BlackBerry, which tumbled last year to 93 from 56 in 2011, has disappeared from the list. And Nokia, which dropped to 19 from 14 in 2011, finished this year in 57th place — “the biggest faller” among the 100, Mr. Frampton said.

Among nontechnology brands, a notable addition to the list was Chevrolet, at 89, the first General Motors brand to rank among the Best Global Brands.

“It feels good to hit the list for the first time,” Alan Batey, global head of Chevrolet at G.M., said in a telephone interview. “It’s a great first step, but we’ve got a long way to go. There are a lot of big brands in front of us.”

The milestone reflects how General Motors has been “making a conscious effort to globalize Chevrolet,” Mr. Batey said, selling the brand in 140 countries in ads that play up attributes like “value for money and designs that move hearts and minds.”

Commonwealth, the creative agency for Chevrolet, “played a key role” in helping the brand make the list, he added. Commonwealth is part of the McCann Worldgroup division of the Interpublic Group of Companies.

Last year, when Coca-Cola finished atop the Best Global Brands list for the 13th consecutive time, an executive at the Coca-Cola Company acknowledged the streak but noted that “nothing lasts forever.”

A year later, the executive, Joseph V. Tripodi, executive vice president and chief marketing and commercial leadership officer, had this reaction: “Of course, we would like to remain on top of the list forever. That said, we are honored to continue to be included among such an esteemed group of global brands, and we congratulate Apple and Google, both valued partners of ours.”

“We’ve seen the value of technology brands rise as they create new ways for people to stay connected virtually,” Mr. Tripodi said by e-mail. “We understand this, as the lasting power of our brand is built on the social moment of sharing a Coca-Cola with friends and family.”

“Creating these simple moments and delivering on our brand promise each and every day remains our focus,” he added, “as we continue to grow the value of brand Coca-Cola for decades to come.”

If it is consolation, Coca-Cola remains far ahead of Apple and Google in likes on Facebook fan pages. Coca-Cola has 73.2 million, compared with 9.8 million for Apple and 15.1 million for Google.

51 comments:

ST. KIZITO BOUTIQUE IG: @stkizitoboutique said...

Way forward for apple.......SKB next in line!!!

Mich said...

See how brands ascend the ladder and others descend it.
Its about time Coca-Cola allows another brand get some shine,they have held on to that spot for way too long.
Google desrves second place,imagine how life would be withouy a search engine as Google.
Can't believe BlackBerry got toppled by Nokia on the ranking.
Faceboook,GM and I.B.M all got surprising rankings too.
#iphoneTillIDie!

Anonymous said...

Truly, nothing lasts forever.

Janelicious said...

Ok linda buh i can't possible read all the write up

Anonymous said...

A new era

wemimo said...

Wow..blackberry nko? Lolz

Anonymous said...

too lng abegi..coca cola rules 4 me.

Anonymous said...

From sugar and caffeine addicts to internet junkies. Welcome to the 21 st century.

Anonymous said...

i'm Happy for Apple and Google, i think dey desreve it

Grab the latest gist here

Anonymous said...

non sense! Au can dey compare coca-cola to samsung and apple??? Na wa o! Der's no whr in d world dat u dont hear of coke. Can one say same 4 apple, samsung and google???

Anonymous said...

Coca-Cola for is still d leading brand, anyways kudos to d tech brands.
big

Anonymous said...

This does nt mean mean that they are d richest companies, b4 sum of u dat do mnt know d meaning of valuable, begin 2 call apple d richest company in d world, to know the richest, u check fortune 500 companies.

Missie said...

Interbrand 'Balu', it's still Coca-Cola!

Anonymous said...

Ok

Anonymous said...

RIP RIM,its a pity with all d effort nigerians made 2 keep u in biz,u decided 2 let go.heard dey re selln RIM,hw true is dt

Anonymous said...

Even after Steve's death, apple is still waxing stronger.

Naija Online Jobs said...

Nice one. Congrats to them. Apply for highly paying online jobs here. Application is free. Click on our name to get started

Anonymous said...

impossible

★★PRINCE CHARMING™★★ said...

Apple's brand is more dynamic and innovative, well deserved!

Unknown said...

wow but we know too dey use apple products for naija especially iphone its kinda useless in this part of the world no piracy allowed especially bluetooth and boyz no dey pop coke anymore na alomo and hennesy dey reign

Unknown said...

Apple,google and coca cola,aro meta,stand up 4 champion

Anonymous said...

I didn't see techno oh #lol

Unknown said...

Its a wake up call for other brands...big ups to Apple

Anonymous said...

I knew it,I knew it would b dis way..Soon get my iphone 5s..Apple is d ish now no doubt

Unknown said...

Big ups apple.........well deserved cos you did your homework

Unknown said...

Big ups apple.........well deserved cos you did your homework

Unknown said...

Big ups apple.......well deserved, shows you did your homework

Unknown said...

Lol

Unknown said...

Lol

Anonymous said...

nothing last forever in its position
highteknology.blogspot.com

Miss Orgasms said...

Read ur comment again aloud and listen to how foolish u are. Google? Wasnt it google that brought u to this site? Asshole.

Anonymous said...

congrats 2 dem, bt mek we taste am first.

Anonymous said...

Yeah Im Happy To Be Reading This From My Apple Macbook Air

Anonymous said...

My thots exactly!!

Unknown said...

This post is a big fat lie.and an exaggerated marketing gimick employed by the US to promote their own product. what statistics or figures did they use to arrive at such an unfounded claim? Cocacola has penetrated all the corners and crannies of the world because it is a fast moving good appealing to even the poorest of people when chilled. On the other hand, our parents still refer to 'apple' as only a fruit let alone asking the people in the remote villages.

buttom line Apple can never out reach or become more valuable than coca cola using the same benchmarks

Oluwabobby said...

Good for these brands.....when will Naija companies too join wid their products? *Energy 2000,FIJK,Alòmò,Òkó oloyun,Yoyo bitters,ajasè poki-poki,Áporo òpa-jébu and others???*

ary said...

Iphone things

GLAMOUR BOY said...

Good 4 them.

Unknown said...

Dis is great.. So sorry cocacola.

Anonymous said...

Y d insult miss orgasms? Ar u ok?? Dats rather harsh n insane.

Anonymous said...

Yeah! @chimaroke, dats d truth. Apple from when to when?

Anonymous said...

To say u r dumb is an understatement oo

Unknown said...

Ndugu u be fool. Who owns coca cola? All those brands are us companies. The ranking has little to do with popularity

Unknown said...

Ndugbu don't bring ur foolishness to d fore. All those companies have their corporate headquarters in d US, so what are u talking about?

Anonymous said...

Dem no even reason africa, cos we no follow. Apple sold 9 million phones in 3 days, so I tink dey shud be up there, bt nt b4 google nd coca cola, I tink its 1 of dis marketing strategy 2 push up d share price. Bcos afta jesus christ in popularity its coca cola, coke is everywere as 4 apple I tink africa hasn't really accepted it, its 4 d enlightned, were is toyota, or dat list is just 4 american companies

Unknown said...

I can still agree with google but not apple because how many people have assess apple. their product is only being have assess by some set people.

Unknown said...

I can still agree with google but not apple because how many people have assess apple. their product is only being have assess by some set people.

Anonymous said...

What do you expect in a world where low sugar has become the epistle of the day. Dieticians have done much harm to my Coca Cola!

Unknown said...

U gys talk too much,, do u tink jes bcus apple has less products here makes it D̶̲̥̅̊ same around D̶̲̥̅̊ wrld?? Apple dserves it,, deir products always spectacular,,, 4 naija we dnt knw D̶̲̥̅̊ true wrk of an iphone cuz of insufficient netwrk,,,, Ȋ̝̊̅§ deir laptop u wnt 2 talk abt?,,,, it took dem 13yrs+ 2 get dere nd nw dey re dere,, no b mistake

Alloy Chikezie said...

Linda that ranking is incorrect, the no 1 ranked most valuable brand in is my name "Alloy"

Anonymous said...

Hi........ nice post.!!
Thank you for giving us important information of brand consulting & brand agency.

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