For the first
time since the beginning of Interbrands’ rating of valuable brands in the world
in 2000, Apple becomes the second company to grace the top spot after Coca-Cola
had the position for 12 years.
“Perhaps a
sign of times, Apple – a company that has changed our lives, not just with its
ethos – has risen to the top of our Best Global Brands list giving us a new
number one for the first time in 14 years.” Interbrand CEO Jez Frampton said in
a statement on the Interbrands' site.
Apple’s brand
(the bird pecked or human eaten fruit) is up from the 8th place in 2011 and 2nd
place last year. Apple’s brand value increased by 28% from last year to the
value of $98.3 billion.
Coca-Cola dropped
two places as Google had a 34% increase in brand value to a value of $93.3 to
claim the second spot. Coca-Cola only had a 2% increase in brand value to a
value of $79.2 billion which saw it got a 3rd spot.
Tech companies
nominated the top 10 list with five representatives; Apple at top spot, Google
at 2nd spot, Microsoft at 5th, South Korean company Samsung comes in at 8th
position and Intel at 9th spot on the list. It would have been 6
except that IBM is ranked as a business services brand not as a technology
company.
“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,” Frampton
said. “They have literally changed the way we live our lives.”
Struggling
phone maker Nokia comes in at the 57th position after coming in at 6th in 2003.
Ailing Canadian smartphone maker Blackberry is no more on the list, it was 93rd
last year.
Social site
Facebook is up to the 52nd spot this year from 69th last year.
Below are the
top 20 most valuable brands in the world:
Apple - $98.3bn
Google - $93.3bn
Coca-Cola - $79.2bn
IBM - $78.8bn
Microsoft - $59.5bn
General Electric - $46.9bn
MacDonald’s - $42bn
Samsung - $39.6bn
Intel – 37.3bn
Toyota - $35.3bn
Mercedes Benz - $31.9bn
BMW - $31.8bn
Cisco – $29.1bn
Disney - $28.1bn
HP - $25.8
Gillette - $25.1bn
Louis Vuitton - $24.9bn
Oracle - $24.1bn
Amazon - $23.6bn
Honda - $18.5bn
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Apple is World’s most valuable brand, Google close second