New York -- Apple is the most valuable brand in the world, replacing Coca-Cola, which held the top position for 13 years, according to an annual study by brand consultancy Interbrand.
Apple’s brand value jumped 28% to $98.3 billion, followed by Google, with a brand value of $93.3 billion. Coca-Cola, which has held the top spot since Interbrand issued its first Best Global Brands report in 2000, fell to third place, at $79.2 billion. (The top 25 brands are ranked below.)
The annual report rates companies based on three key factors: financial performance, the role the brand plays in influencing consumer choice, and the strength the brand has to command a premium price, or secure earnings for the company. Companies must have a presence on at least three major continents to qualify for consideration.
“Every so often, a company changes our lives — not just with its products, but with its ethos,” said Jez Frampton, Interbrand’s global CEO. “This is why, following Coca-Cola’s 13-year run at the top of Best Global Brands, Apple now ranks #1. Tim Cook has assembled a solid leadership team and has kept Steve Jobs’ vision intact – a vision that has allowed Apple to deliver on its promise of innovation time and time again.”
Here are the top 25 brands in the Interbrand report:
- Louis Vuitton
- American Express