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Apple Beats Coca-Cola as World's Most Valuable Brand

Apple Beats Coca-Cola as World's Most Valuable Brand


Despite how cool food may be now, it's still not quite as cool as tech.

So much so that Coca-Cola's 13-year streak as the world's most valuable company has ended; the Interbrand report has named Apple as the world's most valuable brand, The New York Times reports.

Interbrand, who releases the report every year, has been compiling the Best Global Brands report since 2000. And since its inception, Coca-Cola has always been number one. This year, however, Interbrand named a new number one, dropping Coca-Cola two spots.

"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 starts out. Apple is estimated to be worth $98.3 billion, a 28 percent increase from last year. Coca-Cola's brand also rose by 2 percent (to $79.2 billion), but it still fell short.

Meanwhile, Google was bumped up to second place, leaving Coca-Cola at the respectable yet forgettable third place position.

Coca-Cola, however, is still the first of two food and drink companies in the top 10. McDonald's falls at number seven, although GE, with its kitchen tools and gadgets, is the sixth most valuable brand.

Meanwhile, Pepsi is still only 22 on the list, Kellogg's is 30, and Budweiser falls at 31. Head on over to Interbrand for the full report.


Apple Dethrones Coca-Cola to Become World’s Most Valuable Brand

The iPhone maker becomes the first company to knock Coca-Cola from atop Interbrand's study of the value of corporate brands.

By Sadho Ram — 01 Oct 2013, 09:36 PM — Updated over 7 years ago

Coca-Cola has lost its crown as the world’s best brand unseated by the iconic iPhone and iPad maker Apple

Apple has unseated Coca-Cola as the most valuable brand in the world for 2013, according to Interbrand, a commercial consulting company.

“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 Jez Frampton, chief executive officer of Interbrand

Apple has appeared on Interbrand’s 100 Best Global Brands ranking since 2000, when the list debuted

In 2000, Apple ranked number 36 and had a brand value of $6.6 billion. Today, Apple’s brand value is $98.3 billion– almost 15 times the amount of its brand value in 2000 and up 28 percent from last year.

Coca-Cola fell to third place on the list, just behind Google, but its brand value still rose to an estimated $79.2 billion, up two percent from last year.

The top 40 companies on Interbrand's 2013 list of the most valuable brand names

New entrants in the top 100 includes:

New entrants in the top 100 included Discovery, and entertainment company, Duracell, which the battery manufacturer, and auto maker Chevrolet. Some of the top risers in this year’s list included Facebook, Google, Prada, Apple and Amazon.

Interbrand determines the rankings based on 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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Apple beats Coca-Cola as No. 1 global brand

This December 9, 2010 photo shows the logos of credit card giants Mastercard and Visa. The websites Visa and Mastercard were knocked offline December 8 by WikiLeaks supporters, who also took aim at US conservative standard bearer Sarah Palin and a US senator. Visa.com went down instantaneously at 4:00 pm (2100 GMT) as members of the hackers group known as "Anonymous" launched a coordinated cyber attack on the site as part of what they are calling "Operation Payback." AFP PHOTO/Karen BLEIER (Photo credit should read KAREN BLEIER/AFP/Getty Images) Ran on: 12-16-2010 &quoAnti-competitive&quo rules imposed on merchants by Visa and MasterCard are challenged in Canada. Ran on: 02-09-2011 Photo caption Dummy text goes here. Dummy text goes here. Dummy text goes here. Dummy text goes here. Dummy text goes here. Dummy text goes here. Dummy text goes here. Dummy text goes here.<137,1970-12-18-17-21-52,><252>###Photo: sector09_visaPH<252>1291766400<252>AFP<252>###Live Caption:This December 9, 2010 photo shows the logos of credit card giants Mastercard and Visa. The websites Visa and Mastercard were knocked offline December 8 by WikiLeaks supporters, who also took aim at US conservative standard bearer Sarah Palin and a US senator. Visa.com went down instantaneously at 4:00 pm (2100 GMT) as members of the hackers group known as "Anonymous" launched a coordinated cyber attack on the site as part of what they are calling "Operation Payback."###Caption History:This December 9, 2010 photo shows the logos of credit card giants Mastercard and Visa. The websites Visa and Mastercard were knocked offline December 8 by WikiLeaks supporters, who also took aim at US conservative standard bearer Sarah Palin and a US senator. Visa.com went down instantaneously. Karen Bleier/AFP/Getty Images

MARKETING

Apple No. 1 global brand

Apple is the most valuable global brand, beating Coca-Cola Co., the European Brand Institute said.

Apple topped the list, with a brand value of $96 billion, in a study of more than 3,000 companies in 24 countries, the institute said. Microsoft took third, one spot ahead of Google. Apple overtook Google in brand value in May in a separate report by Millward Brown.

North American brands performed twice as well as European counterparts in value terms, according to the institute, which compiled global rankings for the first time. The top 10 brand companies were all based in the United States.

EARNINGS

Milpitas chipmaker tops in profit with 75% margin

Forget Apple Inc. The most profitable large company in the United States is Linear Technology Corp. of Milpitas.

According to earnings rankings by Bloomberg, the chipmaker scores higher than any other company in the Standard & Poor's 500 index. The analysis gave equal weight to five variables, including profit margin and return on invested capital.

Linear, which makes semiconductors for industrial equipment and luxury cars, ranked above Microsoft and Apple - two companies with market valuations that are 30 to 50 times larger. The chipmaker has become profitable by avoiding commodity consumer products and focusing instead on industrial electronics, said Uche Orji, an analyst at UBS AG.

Chips sold to industrial customers command a profit margin of more than 75 percent, compared with 50 percent for the consumer-electronics market, he said. While industrial buyers account for 10 percent to 15 percent of the total semiconductor industry, they make up 50 percent of Linear's sales, Orji said.

RETAIL

Gap expands to South America

Apparel chain Gap plans to expand in Latin America, opening its namesake stores in Chile this month and in Panama and Colombia next year. The first South American Gap will open Friday in Santiago, while the company will open its Banana Republic and Gap stores in Panama and Colombia sometime in 2012.


Apple bumps Coca-Cola to become world's top brand

The iPhone maker becomes the first company to knock Coca-Cola from atop Interbrand's study of the value of corporate brands. Google claims second place, as IBM and Intel slip.

/>Interbrand said the value of Apple's brand soared over Coca-Cola to become No. 1 in its annual ranking. Google secured the No. 2 spot and is rising fast. Interbrand

For the first time in its 13-year history, Interbrand has a new leader of its annual study of the most valuable brand names: Apple.

The iPhone maker bumped Coca-Cola, which had led the study since it began in 2000, with a brand value that Interbrand assessed at $98.3 billion. And reflecting the rising importance of technology in global business and consumer consciousness, Google came in at second place with a brand value of $93.3 billion, well ahead of the soft drink maker's $79.2 billion value.

Not everyone fared as well in the tech world. As Samsung rose from ninth to eight place with a 20 percent brand value in increase, it traded positions with Intel, which dropped 5 percent.

Interbrand bases its assessment on a combination of the company's financial performance, its role influencing consumer choices, and how well the brand lets a company charge premium prices and deliver profits.

"Every so often, a company changes our lives -- not just with its products, but with its ethos. This is why. Apple now ranks No. 1," said Jez Frampton, Interbrand's global chief executive officer in a statement Monday. The report (PDF) added a cautionary note amid paragraphs of lavish praise: "The focus for the future is clear: Apple must succeed in slowing Samsung's momentum and capture the booming Chinese mobile market."

/>Apple surged from 36th place in the first Interbrand study in 2000 to the top spot in 2013. No. 2 Google is rising faster. Interbrand

Apple had been No. 2 in the 2012 study of brand value , and Google was No. 4. IBM, previously No. 3, slipped to fourth place, and Microsoft stayed level at fifth place.

Samsung, which has gained prominence through consumer electronics and Android phones, rose from ninth to eight place with a 20 percent brand value in increase. That let it trade positions with Intel, which dropped 5 percent from the 2012 list.

Interbrand also calls out the companies whose brand value is rising fastest. There, Facebook came out on top, with a 43 percent increase in brand value over the last year. It ranks 52 on the overall 2013 list, up from 69th place in 2012.

/>Interbrand's study shows the rising value over the last five years of the top companies' brand names. Interbrand

Facebook's ascent stemmed from its growth in users, including mobile users and people in Asia, and financial results that bested Wall Street's expectations. "Facebook's growth is likely to continue for years to come," Interbrand's report said.

Google was the No. 2 rising brand as well. "Due to evolutionary changes to its core offerings (Search, Android, and Gmail) and new innovations like Google Glass and its self-driving car, Google's brand value increased by 34 percent," Interbrand said.

Next among top risers were Italian fashion company Prada, with a 30 percent increase Apple, at 28 percent and Amazon, which rose 27 percent to take 19th place on the list. Its strength stemmed not just from its e-commerce stronghold, but also from its Kindle readers, streaming video service, and original programming.

Updated at 1:12 a.m. PT with further detail.

/>The top 40 companies on Interbrand's 2013 list of the most valuable brand names Interbrand


World’s most valuable brands: Apple No.1 Coca-Cola falls to No. 3

Coca-Cola fizzled in 2013, falling two spots from its ranking as the world’s most valuable brand, according to a closely watched report released Monday.

Coca-Cola was replaced by Apple in the 2013 report by Interbrand, a brand consulting company owned by the Omnicom Group.

The report ranks companies based on a factors including financial performance and brand loyalty. The global report ranks companies that have a presence on at least three major continents.

In its latest rankings, Interbrand estimated the worth of Apple’s brand to be $98.3 billion, up 28% from the year before.

The introduction to Apple’s description reads like a gushing tech review: “Every so often, a company changes our lives, not just with its products, but also with its ethos,” the report begins. “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.”

Coca-Cola’s brand worth also rose, the report said, but not enough to keep it in the top spot. The soft drink maker’s brand worth was estimated to be $79.2 billion, up 2% from the year before.

“Though the soft drink giant slips to #3 this year, Coca-Cola has enjoyed a long and illustrious reign as our #1 Best Global Brand for good reason,” the report said. “An enduring classic that has evolved over its 127 years, Coca-Cola remains the most recognizable -- and one of the most valuable -- brands in the world.”

The top 10 also include Google (No. 2, worth $93.2 billion), McDonald’s (No. 7, worth $42 billion), and Toyota (No. 10, worth $35.3 billion).


Apple Challenged by Samsung

Korean giant Samsung Electronics Co., Ltd. (LON:BC94) (KRX:005930) brand value surged 20 percent to $39.6 billion and came at eight spot. The firm is gaining traction worldwide by shelling out over $4 billion in marketing last year. Samsung has also launched high innovative products like Galaxy S4 and Galaxy Note II, as per the report.

Further, the report said that Apple Inc. (NASDAQ:AAPL) will need to outperform Samsung in Chinese mobile market, which is the largest smartphone market in the world. Apple fans and critics are equally eager for an innovative product from Apple, which probably could be an iWatch wearable computer or something entirely unpredicted yet, according to Interbrand reports.

Apple got a taint on its image after it was convicted for unfairly dealingwith five large book publishers to set e-book prices along with being accused of making workers work under grim conditions in China at its suppler Foxconn.

Apple Inc. (NASDAQ:AAPL) has seen declining rate of revenue in the third quarter of fiscal 2013. For the quarter, revenue was flat at around $35.3 billion, whereas net profit declined to $6.9 billion from $8.8 billion for the corresponding quarter last year. iPhones market share came down in the second quarter recording the lowest level in the three years at 13.6 percent as against Samsung’s 33 percent, according to research firm Strategy Analytics.


Coca Cola beats Apple as world's most valuable brand: report

Coca Cola has been crowned as the most valuable brand in the world in 2011 according to a new report, surprising many who believed Apple was dominating.

Apple only managed to claim eighth spot on Interbrand&aposs Top 100 Global Brands report for 2011 — despite having been named the world&aposs most powerful brand in Millward Brown&aposs top 100 list in May.

But Apple did make the largest jump of any brand in its valuation, up 58 percent to US$33 billion ($34.8 billion) from US$21 billion in 2010.

Technology brands dominated the rankings, with growth across the sector, according to Interbrand.

Seven out of the top 10 brands hailed from the tech sector: IBM (2), Microsoft (3), Google (4), GE (5), Intel (7), Apple (8) and Hewlett-Packard (10).

Four of the five biggest climbers were also technology companies: Apple (58 percent), Amazon.com (32 percent), Google (27 percent), and Samsung (20 percent).

Financial services were the poor performers for the year, particularly those in the US, with Goldman Sachs (38), Citi (42), and Morgan Stanley (54) struggling to make their mark.

The winning brands were those able to evolve quickly in the face of the uncertain business climate and economic turmoil, according to Interbrand&aposs global CEO Jez Frampton.

"Uncertainty is the new status quo, so today’s brands need to be quick and nimble," Mr Frampton said.

They were also diving headfirst into social media, "refining digital strategies and strengthening social networks," he said.

Interbrand is a consultancy company which bases its rankings partly on figures sourced from each brand&aposs financial report.

Differences in the valuations found by Interbrand and other similar studies demonstrate the subjective nature of the reports.


Apple beats Coca-Cola to emerge as most valuable global brand

Apple has emerged as the most valuable brand in the world, passing Coca-Cola which held the top position for 13 years, according to a report released by brand consultancy Interbrand.

The maker of high-profile products like the iPad and iPhone, which was ranked second last year, saw its brand value grow 28 percent this year to $98.3 billion. Other tech companies that figured in the top five rankings for 2013 were Google at number two and IBM and Microsoft at fourth and fifth place, respectively. Google was number four in 2012, while IBM was third and Microsoft held the fifth position last year.

[ Understand how to both manage and benefit from the consumerization of IT with InfoWorld's "Consumerization Digital Spotlight" PDF special report. | Subscribe to InfoWorld's Consumerization of IT newsletter today. ]

"Few brands have enabled so many people to do so much so easily, which is why Apple has legions of adoring fans," Interbrand said in the report released Monday. Apple has set a high bar for aesthetics, simplicity and ease of use that other tech brands have to match, and Apple itself will have to continually exceed, the report said.

Competitor Samsung Electronics, at number eight, saw its brand value go up 20 percent to $39.6 billion, as the brand continues to strengthen its position globally, spending more than $4 billion in marketing last year, and launching innovative products such as the Galaxy S4 and Galaxy Note II, according to the Interbrand report.

The challenge for Apple is to slow "Samsung's momentum and capture the booming Chinese mobile market." As significantly, the world is awaiting another innovative product from Apple, which could be perhaps the iWatch wearable computer or something completely unexpected, Interbrand said. The company's reputation has, meanwhile, taken some hits after it was found guilty of conspiring with five large book publishers to fix e-book prices, and faced allegations about worker conditions in China at its supplier Foxconn, and ongoing patent disputes with Samsung.

The going is getting tougher for Apple, which reported that revenue was flat at about $35.3 billion in its fiscal third quarter ended June 29, while net profit dipped to $6.9 billion from $8.8 billion in the same quarter last year. Its smartphone market share dropped in the second quarter to its lowest level in three years of 13.6 percent compared to Samsung's over 33 percent, according to research firm Strategy Analytics. Apple was, however, ahead of Samsung in tablets in the second quarter of 2013, with a 32 percent share of the market to Samsung's 18 percent, according to IDC.

Interbrand's rankings, first introduced in 2000, covers global brands that have at least 30 percent of their revenues from outside the brand's home region. The brands must also have a presence in at least three major continents, and broad geographic coverage in emerging markets. Brands are rated on the financial performance of the branded products or services, the role they play in influencing customer choice, and ability of the brand to command a premium price or secure earnings for the company, Interbrand said in a statement.


Apple beats Coca-Cola to emerge as most valuable global brand

Apple has emerged as the most valuable brand in the world, passing Coca-Cola which held the top position for 13 years, according to a report released by brand consultancy Interbrand.

The maker of high-profile products like the iPad and iPhone, which was ranked second last year, saw its brand value grow 28% this year to $98.3 billion. Other tech companies that figured in the top five rankings for 2013 were Google at number two and IBM and Microsoft at fourth and fifth place, respectively. Google was number four in 2012, while IBM was third and Microsoft held the fifth position last year.

"Few brands have enabled so many people to do so much so easily, which is why Apple has legions of adoring fans," Interbrand said in the report released Monday. Apple has set a high bar for aesthetics, simplicity and ease of use that other tech brands have to match, and Apple itself will have to continually exceed, the report said.

Competitor Samsung Electronics, at number eight, saw its brand value go up 20% to $39.6 billion, as the brand continues to strengthen its position globally, spending more than $4 billion in marketing last year, and launching innovative products such as the Galaxy S4 and Galaxy Note II, according to the Interbrand report.

The challenge for Apple is to slow "Samsung's momentum and capture the booming Chinese mobile market." As significantly, the world is awaiting another innovative product from Apple, which could be perhaps the iWatch wearable computer or something completely unexpected, Interbrand said. The company's reputation has, meanwhile, taken some hits after it was found guilty of conspiring with five large book publishers to fix e-book prices, and faced allegations about worker conditions in China at its supplier Foxconn, and ongoing patent disputes with Samsung.

The going is getting tougher for Apple, which reported that revenue was flat at about $35.3 billion in its fiscal third quarter ended June 29, while net profit dipped to $6.9 billion from $8.8 billion in the same quarter last year. Its smartphone market share dropped in the second quarter to its lowest level in three years of 13.6% compared to Samsung's over 33%, according to research firm Strategy Analytics. Apple was, however, ahead of Samsung in tablets in the second quarter of 2013, with a 32% share of the market to Samsung's 18%, according to IDC.

Interbrand's rankings, first introduced in 2000, covers global brands that have at least 30% of their revenues from outside the brand's home region. The brands must also have a presence in at least three major continents, and broad geographic coverage in emerging markets. Brands are rated on the financial performance of the branded products or services, the role they play in influencing customer choice, and ability of the brand to command a premium price or secure earnings for the company, Interbrand said in a statement.

John Ribeiro covers outsourcing and general technology breaking news from India for The IDG News Service. Follow John on Twitter at @Johnribeiro. John's e-mail address is [email protected]

John Ribeiro covers outsourcing and general technology breaking news from India for the IDG News Service.


Apple pips Google and Coca-Cola to claim title as most valuable brand

The brand and logo of Apple has been named the most valuable in the world – worth nearly $119bn (£80bn), or more than the entire gross domestic product of Morocco, Ecuador or Oman.

The Silicon Valley firm, already the world’s biggest company – with a stock market valuation of $591bn – saw its brand value increase by a 21% over the past 12 months, according to the closely followed Interbrand Best Global Brands annual report.

Apple, which is recognised the world over by its simple “Apple with a bite missing” emblem, led a surge of technology companies in this year’s report which has pushed more traditionally valuable brands – such as Coca-Cola, McDonald’s and Gillette – down the table.

Google’s brand value rose by 15% to $107bn to take second place, followed by Coca-Cola up 3% to $81.5bn, IBM ($72.2bn) and Microsoft ($45.5bn).

Facebook is the biggest riser in the chart, increasing its brand value by 86% to $14.3bn and taking 29th place in the table ahead of longstanding global corporate names such as Volkswagen, Kellogg’s and Ford.

Jez Frampton, chief executive of Interbrand, which is part of global advertising group Omnicom, said: “Benefiting immensely from the rise of digital and, later, mobile technology, savvy brands like Apple grew stronger … New category-killers like Google, Amazon and Facebook [have] reset customer expectations and significantly raised the bar for brand experiences.”

Apple, which former chief executive Steve Jobs founded in his Los Altos garage 38 years ago, first appeared in the top 10 of the Interbrand annual study only three years ago.

Its logo, created by advertising executive Rob Janoff in 1977, was designed with a bite taken out of it to avoid confusion with a cherry. “One of the deep mysteries to me is our logo, the symbol of lust and knowledge, bitten into, all crossed with the colours of the rainbow in the wrong order. You couldn’t dream of a more appropriate logo: lust, knowledge, hope, and anarchy,” Janoff said.

Graham Hayles, Interbrand’s chief marketing officer, said it was “not out of kilter” that Apple’s brand could account for a fifth of the company’s entire market value. “Apple makes a lot of money, because it has a very strong brand,” he said. “There is a very strong correlation between branding and profitability.”

Hayles said Interbrand, which has been carrying out the annual study since 2000, calculates brand value by examining companies financial performance, consumers’ “brand alliance” and “brand strength analysis”.

While many technology companies rose up the chart, there were big fallers too. Finnish mobile phone company Nokia dropped 41 places to 98th at $4.1bn, just ahead of Nintendo in 100th place (down 33). “They’re both only just in the chart now,” Hayles said. “It shows the importance of getting innovation right. If you don’t keep pace it is very penalising.”

A Chinese company made it into the top 100 for the first time this year, with mobile phone and broadband firm Huawei entering the rankings in 94th place with a brand value of $4.3bn. Huawei has been partly banned by the US and Australian governments due to fears that its equipment could be used by the Chinese for cyber-espionage.

Most of the brands in the top 100 are US-owned, the highest-placed non-US brands are South Korea’s Samsung (6th), Japan’s Toyota (8th) and Germany’s Mercedes-Benz (10th). The highest placed British brands are HSBC (33rd), Shell (65th) and Burberry (73rd).

Other fashion brands in the top 100 include Boss, Prada and Ralph Lauren. Designer label Louis Vuitton is the top ranked fashion name, in 19th position with a value of $23bn, just ahead of high street clothing chain H&M, with a brand value of $21bn and ranked 21.

Sports brand Nike, ranked 22 with a brand valued at nearly $20bn, is rated way ahead of rival Adidas, at 59 in the top 100 with a value of $7bn.

Frampton said consumers ability to interact and criticise brands on Twitter and other social media means companies must react faster to retain and improve their brands’ reputations.

“The customer, empowered by social media in the ‘age of experience’, now has more control than ever,” he said. “In this world of two-way conversations, advocacy, influence, and engagement are the new rules for brand building.”

“[Customers] expect seamless interactions, responsiveness, 24/7 accessibility, customisation options, and high levels of personalisation,” he said. “In a sense, they increasingly expect brands to know them.”

This article was amended on 9 October 2014 to remove a statement that Huawei is mostly owned by the Chinese state. Huawei says it is a private company wholly owned by 84,000 of its employees. The article was also amended to correct Google’s brand value from $107m to $107bn.