Apple Passes Coke as World’s Most Valuable Brand

An annual study of the top 100 worldwide brands has named Apple as the world’s most valuable brand, pushing ahead of Coca-Cola, which fell to the third spot after spending 13 years at No. 1. Google now has the second spot.

The study by Interbrand ranks the top 100 brands in the world based on each company’s financial performance, role in influencing consumer purchasing and the ability to secure earnings. Apple’s brand value jumped 28 percent, to $98.3 billion, while Google was valued at $93.3 billion, according to Bloomberg. Coca-Cola fell to $79.2 billion. In order, the top 10 is Apple, Google, Coca-Cola, IBM, Microsoft, GE, McDonald’s, Samsung, Intel and Toyota. Facebook and Amazon are the fastest rising brands, aside from Apple and Google.

“This is not surprising considering how essential mobility is to our daily lives,” said Sheryl Kingstone, research director for Yankee Group. “Yankee Group’s most recent surveys find 65 percent of customers say they need to be connected to the Internet at all times, 61 percent say their phone is highly important to their social lives and 60 percent say they frequently use their mobile device for entertainment. Apple not only changed consumer behavior, but the company is also the poster child for the entire customer experience across brand, products/services, channel/deliver and operations. However, it’s not extremely important to remember that technology brands can disappear quickly. A technology company delivering a 13-year No. 1 reign would be miraculous. It wasn’t too long ago that BlackBerry was the iconic brand, and BlackBerry’s is just one of the lessons learned from other past technology poster children.”

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