or thirteen years, Cocacola was the world's
number one most valuable brand...but not
anymore. In 2013, two brands took over -
Apple and Google, leaving Cocacola at number
three.
From New York Times
Apple is the new most valuable brand in
the world, according to a closely
followed annual report. The report, to
be released next Monday, is from
Interbrand, a corporate identity and
brand consulting company owned by the
Omnicom Group that has been
compiling what it calls the Best Global
Brands report since 2000. The previous
No. 1 brand, Coca-Cola, fell to No. 3.
Not only has Apple replaced Coca-Cola
as first among the 100 most valuable
brands based on criteria that include
financial performance, this is the first
time that the soft drink known for
slogans like “It’s the real thing” has not
been No. 1.
Apple’s arrival in the top spot was perhaps “a
matter of time,” Jez Frampton, global chief
executive at Interbrand, said in a recent
interview. Apple 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.”
The report estimates the value of the Apple
brand at $98.3 billion, up 28 percent from
the 2012 report. The value of the Coca-Cola
brand also rose, by 2 percent to $79.2
billion, but that was not sufficient to give
Coca-Cola a 14th year as Interbrand’s most
valuable brand.
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.”
That is underscored by the brand in second
place in the new report: Google, which rose
from fourth place last year. In fact, of the
top 10 Best Global Brands for 2013, five are
in technology: Apple; Google; Microsoft, No.
5, unchanged from last year; Samsung, 8,
compared with 9 last year; and Intel, 9,
compared with 8 last year.
Samsung’s ascent followed the company’s
adoption of a new brand strategy called the
Brand Ideal, which includes “a greater focus
on social purpose,” Sue Shim, executive vice
president and chief marketing officer at
Samsung, said by e-mail. That reflected
research indicating American consumers
would switch brands to “one that was
associated with improving people’s lives,” she
added.
I.B.M. — No. 4 in 2013, 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.”
Among other transformative technology
brands that performed well in the new report
was Facebook, which climbed to 52 from 69
last year, its first year on the list.
However, not all technology brands fared
well. BlackBerry, which tumbled last year to
93 from 56 in 2011, has disappeared from
the list. And Nokia, which dropped to 19
from 14 in 2011, finished this year in 57th
place — “the biggest faller” among the 100,
Mr. Frampton said.
Among nontechnology brands, a notable
addition to the list was 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 said, selling
the brand in 140 countries in ads that play up
attributes like “value for money and designs
that move hearts and minds.”
Commonwealth, the creative agency for
Chevrolet, “played a key role” in helping the
brand make the list, he added.
Commonwealth is part of the McCann
Worldgroup division of the Interpublic Group
of Companies.
Last year, when Coca-Cola finished atop the
Best Global Brands list for the 13th
consecutive time, an executive at the Coca-
Cola Company acknowledged the streak but
noted that “nothing lasts forever.”
A year later, the executive, Joseph V. Tripodi,
executive vice president and chief marketing
and commercial leadership officer, had this
reaction: “Of course, we would like to remain
on top of the list forever. That said, we are
honored to continue to be included among
such an esteemed group of global brands, and
we congratulate Apple and Google, both
valued partners of ours.”
“We’ve seen the value of technology brands
rise as they create new ways for people to
stay connected virtually,” Mr. Tripodi said by
e-mail. “We understand this, as the lasting
power of our brand is built on the social
moment of sharing a Coca-Cola with friends
and family.”
“Creating these simple moments and
delivering on our brand promise each and
every day remains our focus,” he added, “as
we continue to grow the value of brand Coca-
Cola for decades to come.”
If it is consolation, Coca-Cola remains far
ahead of Apple and Google in likes on
Facebook fan pages. Coca-Cola has 73.2
million, compared with 9.8 million for Apple
and 15.1 million for Google.
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