Apple, Inc. has officially taken over the No. 1 spot on Interbrand's list of most valuable global brands, surpassing Coca-Cola, which fell to No. 3.
According to Interbrand Global Chief Executive Jez Frampton, this is the first time Coca-Cola has not been No. 1 in nearly a decade. But he's quick to note that Apple's emergence was only a matter of time. “Every so often, a company changes our lives, not just with its products, but with its ethos. This is why … Apple ranks No. 1.”
The report goes on to give more high praise to Apple: “Few brands have enabled so many people to do so much so easily, which is why Apple has legions of adoring fans, as evidenced by the record-breaking launch of the iPhone 5C and 5S. For revolutionizing the way we work, play, and communicate — and for mastering the ability to surprise and delight — Apple has set a high bar for aesthetics, simplicity, and ease of use that all other tech brands are now expected to match, and that Apple itself is expected to continually exceed.”
Apple's net worth is cited as $98.3 billion, with Google closely following at $93.3 billion, and Coca-Cola a distant third at $79.2 billion. But Interbrand's yearly report isn't based solely on financial performance. Several key criteria are also taken into consideration, including customer loyalty and the role each brand plays in a customer's purchasing decision.
There's no denying that brand recognition and growth have also been major factors. Coca-Cola has grown just 2% since 2012, while Google and Apple saw much more significant growth during that time-frame — 34% and 28% respectively. Microsoft has been relatively flat in terms of growth over the past decade, though Samsung has had an impressive 20% growth in the past year, earning the No. 8 spot on the list. Interbrand specifically highlights Samsung's “innovative products” and a “massive” $4 billion marketing budget — four times that of Apple's advertising outlay.
The Interbrand report even makes predictions about Apple rivalries down the line: “The focus for the future is clear: Apple must succeed in slowing Samsung's momentum and capture the booming Chinese mobile market.”
How do you think these Interbrand numbers will shift by next year? Will Apple stay on top in 2014, or could Google or Samsung succeed in making a move for No. 1?