After a reign of 13 years, Coca-Cola has been pushed off the throne as the world’s most valuable brand. The report was conducted by Interbrand, a corporate identity and brand consulting company owned by the Omnicom Group that has been compiling the Best Global Brands report since 2000.
In 2013, Apple has been crowned the world’s most valuable brand. Valued at $98.3 billion, Apple’s latest iPhone and iOS release are credited with helping Apple achieve the number one spot. Coca-Cola on the other hand, fell two places to number three, losing to Google. Although Coca-Cola’s brand value rose in 2013, both Apple and Google enjoyed an extraordinary year.
Interbrand gave Apple a compelling introduction in its report:
“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/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.”
Technology brands have taken six of the 10 spots in Interbrand’s report. Technological brands are now a big part of our lives. The New York Times interviewed Interbrand’s global chief executive Jez Frampton, and he stated that:
“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.”
Here is the list of the Top 10 most valuable brands:
In a world where brand recognition is so important, public relations can be a bridge for clients and consumers. It takes years for a brand to establish recognition, trust and reliability. Public relations narrows the gap between companies and consumers.
Do you think Apple deserves to be the world’s number one brand? If you were Coca-Cola’s public relations agency how would you react to the news that you have dropped two places to number three? What is considered effective branding? How important of a role do you think PR plays in branding?