Apple tops Coca-Cola as best global brand
Google joins Apple as the first companies to unseat the drinks giant in 13 years.
JOHANNESBURG - After 13 years as the world's top brand, Coca-Cola has been unseated to third place behind Apple and Google in brand consultancy firm Interbrand's 2013 Best Global Brands report.
In creating the report, Interbrand studies the financial performance of major brands, the role they play in influencing consumer choice and the strength they have in commanding premium prices.
The rankings have been released annually since 2000 and this year is the first time Coca-Cola has dropped from the number one position.
Apple first appeared at number 36 in 2000 with a brand value of $6.6 billion but has seen its value rise to nearly $100 billion.
The New York-based consultancy says Apple's rise can be attributed to its relationship with its customers.
"By keeping consumers at the centre of everything it does, Apple is able to anticipate what they want next and break new ground in terms of both design and performance."
Interbrand Global Chief Executive Officer Jez Frampton says the late Steve Jobs's original vision for Apple has not been lost, saying companies like it have changed the lives of consumers with both their products and their ethos.
But the report notes that for Apple to maintain its top position, it will have to slow rival Samsung's momentum in the mobile market, adding that the company must "never lose sight of what it does best: 'Think different.'"
Samsung currently ranks in eighth position while Apple's other significant competitor Microsoft is at number five.
Frampton says contemporary brands have had to adapt to fast-changing methods of marketing and engaging with consumers, particularly in terms of social media.
"The top 100 most valuable global brands are unlocking their value by participating, listening, learning, and sharing," he says.
"Brands that learn to think differently about the role they play in consumers' lives - and how to fulfil that role - have an opportunity to change the world in ways they never imagined."
The report states that runner-up Google has seen "evolutionary changes to its core offerings" as well as new products, such as Google Glass, an interactive, computerised pair of glasses.
"By continuing to move beyond search and by placing big bets on innovation, Google will impact the way its consumers live and behave worldwide - and increase the value of its brand in the process," the report says.
The biggest jump up this year's list came from Facebook which climbed to position 52 after ranking at 69 in 2012. It is the only social media brand to feature and Interbrand says it expects the company to continue rising.
The total value of the top 100 brands is $1.5 trillion which Interbrand says is 8.4 percent higher than the total in 2012.
Of the top 100, technology brands made up the most valuable sector with nearly a third of the total value.
However, companies such as Yahoo! and Blackberry dropped off the list while Nokia was hit by the furthest fall down the rankings, from position 19 in 2012 to 57 this year.
The top 10 brands in 2013, with last year's ranking in brackets:
1: Apple (2)
2: Google (4)
3: Coca-Cola (1)
4: IBM (3)
5: Microsoft (5)
6: General Electric (6)
7: McDonald's (7)
8: Samsung (9)
9: Intel (8)
10: Toyota (10)