Apple overtakes Coca-Cola as most valuable brand worldwide
Apple is now the most valuable brand in the world, overtaking Coca-Cola in popularity and financial performance.
In an annual report titled "The Best Global Brands," due to be released on Monday, consultancy firm Interbrand says that the iPad and iPhone maker's brand is now worth $98.3 billion, up 28 percent from the 2012 report. The previous No. 1 brand, Coca-Cola, slipped to third place -- although its value increased two percent to $79.2 billion -- after a 13-year run at the top.
The report's criteria includes financial performance, marketing and ethos.
Jez Frampton, global chief executive at Interbrand, said that while "Coca-Cola is an efficient, outstanding brand marketer, no doubt about it," Apple and other tech firms including Google and Microsoft have become "very much the poster child of the marketing community."
Google is now in second place, rising from the fourth spot in 2012, and Microsoft, Samsung and Intel all claim a place in the top ten global brands list. Frampton said:
"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. They have literally changed the way we live our lives."
Image credit: Apple