The report, which will be published tomorrow, comes from Interbrand, a corporate identity and brand consulting company which belongs to the Omnicom Group that has been compiling what it calls the Best Global Brands report since 2000, reports The New York Times.
This year the Cupertino based tech giant has left Coca Cola behind and became the world’s most valuable brand, with its value estimated at $98.3 billion.
Apple’s rise through the top decisions has been extremely fast: two years ago the company won only eight place with an estimated $33 billion brand value.
Not only has the iPhone maker replaced Coca-Cola as this year top positions in the rank of the most valuable includes companies from the other spheres.
Google has also eclipsed the soft drink producer this year, and it now occupies the second place, with its brand value estimated at $93.3 billion.
“It’s followed by Coca Cola with $79.2 billion, IBM with $78.8 billion and Microsoft with $59.5 billion,” Mashable reports.
“General Electric, McDonald’s, Samsung, Intel and Toyota round up the top 10. Amazon and Facebook, which are placed 19th and 52nd, have been labeled “top risers,” having risen by 27% and 43%, respectively, since last year.”
Apple’s victory was perhaps “a matter of time,” Jez Frampton, global chief executive at Interbrand, concluded in one of his recent interviews. The Californian company 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.”
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.”
I.B.M. — No. 4 in this year’s list, 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.”
The Interband’s list also includes car maker 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 added, selling the brand in 140 countries in ads that play up attributes like “value for money and designs that move hearts and minds.”