Apple ends Coca-Cola's 13-year reign as world's most valuable brand

Posted:
in General Discussion edited January 2014
Apple has taken the top spot ahead of fellow tech giant Google and former number one Coca-Cola as the most valuable brand in the world, according to Interbrand's annual "Best Global Brands" report for 2013.

Interbrand 2013
Source: Interbrand


Interbrand, a brand consulting firm based out of New York, estimated Apple's brand valuation for 2013 hit $98.3 billion, snatching the Best Global Brand title away from Coca-Cola for the first time in the report's history, reports The New York Times.

The Cupertino, Calif., company was in second place last year after more than doubling its brand valuation from 2011. In 2013, Apple gained another 28 percent and was once again named cited as a "Top Riser."

Interbrand cites a number of attributes that contributed to Apple's success, including a strong presence in retail, explosive iOS device sales, and future prospects like wearable computing devices and new Mac products.

From the report:
Few brands have enabled so many people to do so much so easily, which is why Apple has legions of adoring fans, as evidenced by the record-breaking launch of the iPhone 5c/5s. For revolutionizing the way we work, play, and communicate?and for mastering the ability to surprise and delight?Apple has set a high bar for aesthetics, simplicity, and ease of use that all other tech brands are now expected to match, and that Apple itself is expected to continually exceed.
In the number two spot was Apple's smartphone competitor Google, which managed to jump 34 percent from last year to reach a brand valuation of $93.3 billion, a change only beaten by Facebook's 43 percent growth.

Coca-Cola, which previously held the top spot for 13 years, was bumped to third by the two tech monoliths despite growing 2 percent on the year. The beverage company is now just ahead of IBM with a valuation of $79.2 billion.

Interbrand employs a variety of metrics to decide its Best Global Brands index, but requires each company generate 30 percent of revenue from outside its home region, have a presence on at least three major continents as well as coverage in emerging markets, publicly available financials, and a positive economic outlook. In addition, the brand must have a public profile and awareness beyond its own market.
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Comments

  • Reply 1 of 45
    Very nice
  • Reply 2 of 45

    Apple dominates quite a few things, and that creates hatred amongst people who can't stand success!

  • Reply 3 of 45
    hydrhydr Posts: 146member
    If you subtract apple cash $150b and Apples brand value $93b from Apples Marketcap of $450b you are left with a mere $207b value on their business. A business that will generate more than $45b in pure profit this year, and with a estimated growth of 26%.

    What are these goons on WS thinking? 2014 will be the year Apple makes a sentiment comeback on WS.
  • Reply 4 of 45
    Fair value of apple stock is easily 1000+
  • Reply 5 of 45
    poksipoksi Posts: 481member

    This is funny valuation. It still talks about the world from US perspective. How many people outside US know about GE at all? How many recognize the logo? Should Cisco really be so hight or Louis Vuitton? I'd say the company should be really global when valuing on the global scale...

  • Reply 6 of 45
    poksi wrote: »
    This is funny valuation. It still talks about the world from US perspective. How many people outside US know about GE at all? How many recognize the logo? Should Cisco really be so hight or Louis Vuitton? I'd say the company should be really global when valuing on the global scale...

    It's referring to most valuable brand, not necessarily the most well known. I'd say Coke still wins the latter category, but that's not what this is about.
  • Reply 7 of 45

    I wonder, how the hell Information-blood-sucking vampire, Google, has managed to secure second spot.  People hardly consider their privacy now-a-days.  

    So many of their info on FB, Twitter and google. God!

  • Reply 8 of 45
    poksipoksi Posts: 481member
    Quote:

    Originally Posted by Pendergast View Post





    It's referring to most valuable brand, not necessarily the most well known. I'd say Coke still wins the latter category, but that's not what this is about.

     

    Yes, you may have the point here. Methodology must have also company public valuation as the variable somewhere, then. Still, it is a bit puzzling when glancing the list... :)

  • Reply 9 of 45
    Quote:

    Originally Posted by poksi View Post

     

    This is funny valuation. It still talks about the world from US perspective. How many people outside US know about GE at all? How many recognize the logo? Should Cisco really be so hight or Louis Vuitton? I'd say the company should be really global when valuing on the global scale...


     

    Do you have anything to backup your view to the contrary for these brands? Or is it just your impression that they are not big outside of the US? These are all large global brands and the requirements to even make the list ensure they are actually doing business on a global level and have the appropriate visibility in multiple continents. 

  • Reply 10 of 45
    apple ][apple ][ Posts: 8,360member

    It's a good thing that Apple finally dethroned Coca-Cola, but what the hell is number eight doing on that list?

  • Reply 11 of 45
    rogifanrogifan Posts: 10,669member
    apple ][ wrote: »
    It's a good thing that Apple finally dethroned Coca-Cola, but what the hell is number eight doing on that list?
    When you spend $12B on advertising you can basically buy your way onto the list.

    What's interesting is IBM is 4th on the list. Yet when people suggest Microsoft should spin off hardware and become more like IBM the MS fanboys get all insulted as if IBM is some embarrassment of a company.
  • Reply 12 of 45
    Apple has worked hard to get to there. Well deserved.

    But ... but ... but ... google? google!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!

    Oh give me a break people.
  • Reply 13 of 45
    I should think that "brand value" is a a little different from "company value."
  • Reply 14 of 45
    lkrupplkrupp Posts: 6,530member
    Quote:

    Originally Posted by Apple ][ View Post

     

    It's a good thing that Apple finally dethroned Coca-Cola, but what the hell is number eight doing on that list?


     

    Their refrigerators and washing machines?

  • Reply 15 of 45
    lkrupplkrupp Posts: 6,530member

    When a Roman emperor returned victorious from a campaign he was greeted with a parade and a laurel wreath. But tradition says there was also someone on the chariot whispering in his ear "Remember, you are mortal."

     

    Satchel Paige said, "Never look back. Something might be gaining on you."

     

    Meanwhile the trolls over at C|net are getting more strident every day. They are running around with their hair on fire as the bad news keeps rolling in. What a site to behold.

  • Reply 16 of 45
    slurpyslurpy Posts: 5,062member
    Just more evidence poting to Apple's continuing death spiral into irrelevancy, right? Amazing how everyday, facts continue to contradict all the nay-sayers, yet they get louder and more smug in their idiocy. Apple is more highly regarded, makes more money, and sells more stuff, and makes better stuff, than it ever did in its lifetime.
  • Reply 17 of 45
    So long Coca-Cola. It was nice knowing ya.
  • Reply 18 of 45
    Quote:

    Originally Posted by poksi View Post

     

    This is funny valuation. It still talks about the world from US perspective. How many people outside US know about GE at all? How many recognize the logo? Should Cisco really be so hight or Louis Vuitton? I'd say the company should be really global when valuing on the global scale...


     

     

    Quote:

    Originally Posted by Pendergast View Post





    It's referring to most valuable brand, not necessarily the most well known. I'd say Coke still wins the latter category, but that's not what this is about.

     Hate to tell you two, Brand is all about recognition and how well known they are for what they do, why else have a brand. Also this is about worldwide recognition not US, and all the companies on the list have worldwide presents and are known.

     

    This valuation is based on some buying decision based on the brand alone. If they are presented one over another how likely are they to buy just because of the name. Coke has been at the top for so long because anywhere you go in the world people know the Name Coke and the logo and will buy it because of it. You know you make it to the top of the list when your brand become synonymous with the type of product you sell. IE even asks for Cola or a Coke when in fact they want a carbonate color water drink. Coke lost lots of ground due to all the competition they now have in the drink market.  

  • Reply 19 of 45
    "Apple wrote:
    [" url="/t/159842/apple-ends-coca-colas-13-year-reign-as-worlds-most-valuable-brand#post_2408321"]It's a good thing that Apple finally dethroned Coca-Cola, but what the hell is number eight doing on that list?

    Agreed. Better yet, what the hell is number seven doing on that list?
  • Reply 20 of 45
    jragostajragosta Posts: 10,473member
    maestro64 wrote: »

     Hate to tell you two, Brand is all about recognition and how well known they are for what they do, why else have a brand. Also this is about worldwide recognition not US, and all the companies on the list have worldwide presents and are known.

    This valuation is based on some buying decision based on the brand alone. If they are presented one over another how likely are they to buy just because of the name. Coke has been at the top for so long because anywhere you go in the world people know the Name Coke and the logo and will buy it because of it. You know you make it to the top of the list when your brand become synonymous with the type of product you sell. IE even asks for Cola or a Coke when in fact they want a carbonate color water drink. Coke lost lots of ground due to all the competition they now have in the drink market.  

    Exactly.

    To simplify, let's say a new product is introduced. Its specs are well known and it is a product for which there is a market need.

    The issue of brand is "will the customer be more likely to buy it if it has an Apple name plate vs a Samsung (or even generic) nameplate?" If the answer is 'yes', then Apple's brand has value. Alternatively, you could ask it in a different way: "here are two very similar devices. They both have the same specs, same size, and same features. One is from Apple and one is from Samsung (or generic). How much more would you pay for the Apple device?"

    Either way, the brand is a recognition of past experience and expected future experience. The thinking would be something like "I've bought Apple products in the past and have always been 100% satisfied while products I've bought from other vendors have been less satisfying. That satisfaction makes me more likely to buy Apple products in the future."

    Why is Google up there? Exactly the same reason. People 'google' the Internet to find information. The name has become so well recognized that Google fights to keep it from becoming generic. More to the point, how long did it take for Google Docs to become accepted (even though there were plenty of alternatives)? Not long. Millions of people use gmail because of the links to Google. When Google introduces a new product, people accept it more quickly BECAUSE it's from Google. {I don't like it because I don't trust them as a company, but that's reality.}

    THAT is what brand recognition is all about. Does it change consumer behavior in your favor? Then you have a strong brand. And it would be hard to argue against the top picks. Clearly, many people favor products specifically because they're from Apple or Google (or Coca Cola, for that matter).
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