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Apple unseats Coca-Cola as ‘Best Global Brand’

For the first time in the history of Interbrand’s ‘Best Global Brands’ report, there is a new number one brand – Apple.

With Apple claiming the top position this year, Google jumps to number two and Coca-Cola, the brand that held the number one position for 13 consecutive years, moves to number three.

This year, the total value of all 100 Best Global Brands is US$$1.5 trillion – an 8.4 per cent record increase over the total value of the 100 Best Global Brands in 2012.

Apple has appeared on Interbrand’s ‘Best Global Brands’ ranking since 2000, when the ranking debuted. In 2000, Apple ranked number 36th and had a brand value of US$6.6 billion.

Today, Apple’s brand value is US$98.3 billion – almost 15 times the amount of its brand value in 2000. Interbrand says Apple’s meteoric rise in brand value can be attributed to the way it has created a seamless omni-channel experience for customers.

“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, Apple now ranks number one,” said Interbrand’s global CEO Jez Frampton.

“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 new entrants to this year’s ranking include Discovery (number 70), Duracell (number 85) and Chevrolet (number 89).

Meanwhile, Facebook, Google, Prada, Apple and Amazon were this year’s top rising brands.

The report noted that despite the fact that China’s GDP growth has slowed, luxury brands performed solidly in this year’s ‘Best Global Brands’ ranking. Seven of this year’s 100 most valuable brands hail from the luxury sector and each increased its brand value by five per cent or more. The top luxury brands of 2013 include: Louis Vuitton, Gucci, Hermes, Cartier, Prada, Tiffany & Co and Burberry.

Interbrand determines the top 100 most valuable global brands by examining three key aspects that contribute to a brand’s value: the financial performance of the branded products or service, the role the brand plays in influencing consumer choice and the strength the brand has to command a premium price or secure earnings for the company.

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