After spending 13 consecutive years at #1, Coca-Cola finally lost the top spot to tech giant Apple on Interbrand’s annual list of the top global brands.
While it’s definitely big news (and a sign of the times) to see Coca-Cola overtaken by not one, but two tech companies (Apple and Google at #1 and #2 respectively,) it’s a bit surprising that this is the year it happened.
2013 hasn’t exactly been the year of Apple, with its tanking stock price, and lukewarm reception to the launch of its new iPhone models. Still, it goes to show just how much the “cult of Apple” isn’t really a cult anymore, but in fact a worldwide phenomenon.
“Every so often, a company changes our lives—not just with its products, but with its ethos. This is why, following Coca-Cola’s 13-year run at the top of Best Global Brands, Apple now ranks #1,” said Jez Frampton, Interbrand’s Global Chief Executive Officer. “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.”
Apple should however, be looking out for Google and Facebook, with both those companies surging ahead in the rankings this year. This was Facebook’s comeback year, as it delivered on its promise to push for mobile, and its stock price went above its IPO level for the first time. Google too has had a good year, with buzz surrounding its Glass, self-driving car and Moto X products.
Tech generally dominated the rankings, with seven out of the top ten brands coming from the industry. Four tech brands make up this year’s top five rising brands: Facebook (#52, +43%), Google (#2, +34%), Apple (#1, +28%), and Amazon, (#19, +27%).
Interestingly Yahoo, along with Blackberry fell off this year’s rankings entirely. Blackberry is understandable, with its sad decline chronicled in many news outlets, but Yahoo comes as a bit of a surprise. You would think Marissa Mayer’s ubiquitous presence on all media, (and the often fawning coverage of her leadership) would have helped the brand’s. But even though it had some short term wins with the PR gimmicks over its logo change, Yahoo is still struggling most of all with its identity and core product. People might still love the brand and the CEO, but do they love its products? And do they even know what those products are?
Frampton noted that brands now have to do more than ever to engage their consumers, singling out social media as a crucial element in the mix.
“In today’s global and social media-obsessed marketplace, brand leaders recognize the need to be highly collaborative,” said Frampton. “The top 100 most valuable global brands are unlocking their value by participating, listening, learning, and sharing – and not just with leaders from within their organization, but with consumers too. Brands that learn to think differently about the role they play in consumers’ lives – and how to fulfill that role – have an opportunity to change the world in ways they never imagined.”
Here are the top 20 global brands, click here for the entire list:
- Apple
- Coca-Cola
- IBM
- Microsoft
- GE
- McDonalds
- Samsung
- Intel
- Toyota
- Mercedes-Benz
- BMW
- Cisco
- Disney
- HP
- Gillette
- Louis Vuitton
- Oracle
- Amazon
- Honda
