Apple Ousts Coca-Cola As World's Most Valuable Brand
September 30, 2013

Apple Ousts Coca-Cola As World’s Most Valuable Brand

Michael Harper for - Your Universe Online

According to consultancy firm Interbrand, Apple has just become the most valuable brand in the world, ending Coca-Cola’s 13-year-long reign. Apple’s brand value is now an estimated $98.3 billion to Coca-Cola’s third place $79.2 billion.

Google is listed as number two with an estimate brand value of $93.2 billion. Though Coca-Cola’s brand value increased by two percent over last year, Apple’s 28-percent and Google’s 34-percent increase were more than enough to dethrone the popular soft drink maker.

Other tech firms -- IBM, Microsoft and Samsung -- also fill out the top ten most valuable brands list. Though this is the first year Apple has scored number one in Interbrand’s list, Millward Brown’s BrandZ list has scored Apple at number one since 2011.

“Design-savvy brands appreciate the value of aesthetics and realize that consumers are just as drawn by a product’s visual appeal and functional elegance as they are by its specs and capabilities,” writes Interbrand’s CEO in an accompanying article explaining Apple’s new dominance.

“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,” he adds.

The rest of the study confirms much of what’s already been acknowledged in the tech world. Companies like Google and Samsung saw significant increases over last year’s report. Google, for instance, saw its brand value increase by 34 percent over last year. Samsung, one of Apple’s top competitors and top smartphone maker, saw its value increase by 20 percent to $39.6 billion.

Though they didn’t land in the top ten, Amazon and Facebook were all granted “Top Riser” status, increasing their brand value by 27 percent ($23.6 billion) and 43 percent ($7.7 billion) respectively.

On the other hand, brands like Dell, Nintendo and Nokia suffered significant losses in their brand value following tough years for each.

Though attempting to right the ship with a 2011 partnership with Microsoft, Nokia recently sold its entire cell phone business to the Windows Phone 8 maker for $7.2 billion. This move came after neither company was able to gain any substantial ground in mobile against dominant players Google and Apple. After dropping 65 percent in the Interbrand report, Nokia sits in 57th place with an estimated brand value of $7.4 billion.

Dell has spent much of this year preparing to privately own the company. Earlier this month investors approved the $24.9 million deal to take the company private, leaving CEO Michael Dell with 75 percent of the company. Though many hope the move would lead to a more profitable future for the PC maker, years of slipping sales and a focus on enterprise business has caused its Interbrand estimated value to fall ten percent to $6.8 billion.

Finally, many blame pressure from Apple and other mobile device makers for Nintendo’s slow descent from its former glory. The company continually refuses to license popular games to other platforms, continues to sell its consoles at a loss, and in April posted its first ever net loss.

Interbrand now places Nintendo below Dell and Nokia on the list. Since last year the video game maker has lost 14 percent of its estimated brand value, ending at just over $6 billion.