Apple becomes ‘world’s most valuable brand’, knocks Coca-Cola from its perch

apple becomes worlds most valuable brand sep 10 iphone 5s 5c

Apple has been announced by Interbrand as the world’s most valuable brand, bringing the curtain down on Coca-Cola’s 13-year reign at the top.

The tech giant took the top spot with an estimated brand value of $98.3 billion, up 28 percent from a year ago. While the value of the Coca-Cola brand also increased – by 2 percent to $79.2 billion – the drinks company dropped to third position, with Google coming in at number 2 with a $93.3 billion evaluation.

The iPhone and iPad maker has been moving steadily up the chart in recent years, reaching number 8 in 2011 and number 2 last year.

Corporate identity and brand consulting company Interbrand has published its widely followed top-100 valuable-brands list since 2000 as part of its annual Best Global Brands report. To be considered for the list, a company has to make at least 30 percent of its revenue from outside its home country, have a presence on three major continents, and have broad geographic coverage in emerging markets.

Interbrand bases its results on a number of criteria such as financial performance over the last 12 months; the role of the brand, which looks at “the portion of the decision to purchase that is attributable to the brand”; and brand strength, which considers “the ability of the brand to create loyalty”.

interbrand 2013
Click to enlarge.

Commenting on the report’s findings, Interbrand CEO Jez Frampton lavished praise on Apple, saying the company has “changed our lives, not just with its products but also with its ethos….As legions of fans can attest, few brands have enabled so many people to do so much so easily.”

He added that as a company with a reputation for “revolutionizing the way we work, play and communicate, Apple has set a high bar for aesthetics, simplicity, and ease of use that all other brands are now expected to match.”

Interbrand’s reports during the last decade show just how quickly the fortunes of a tech company can change, with Nokia charting at number 6 in 2003 when Apple were at 50. This year, the once mighty mobile company – recently bought by Microsoft – finds itself in 57th position. The report also reflects BlackBerry’s dire situation, with the Canadian company this year tumbling right off the list after peaking in 2010 at number 54.

Apple may have a tough time staying at the top for as long as Coca-Cola, however, with plenty of other companies, including the likes of rivals Google and Samsung, making their way up the charts in recent years.

Technology companies took 5 of the top 10 positions on Interbrand’s 2013 list, with Google (2), Microsoft (5), Samsung (8), and Intel (9) all performing well.

[via NYT]

Mobile

Here's where you can pre-order the Moto G7 Power and its massive battery

After a number of leaks and rumors, the Motorola Moto G7, Moto G7 Play, and Moto G7 Power are finally here. The devices represent quite a spec bump over the previous-generation Moto G6 phones, yet still come at a reasonable price.
Mobile

Pre-orders open for the 5G Moto Mod, making the Moto Z3 fully 5G-compatibile

5G is the future of mobile internet, and you've probably heard about the huge speed increases the new standard will bring. But not every phone will be capable of accessing 5G speeds. Here's every phone that supports 5G.
Home Theater

New TV? Here's where to go to watch the best 4K content available

Searching for content for your new 4K UHD TV? Look no further. We have every major source of the best 4K content, along with the cost, hardware requirements, and features that make each service worth a look.
Home Theater

Samsung’s 2019 QLED TVs are now on sale. Here’s how much you can expect to pay

Samsung's lineup of new TVs were an impressive collection to behold when they made their first appearance at CES this year. Now, we have all of the details on the QLED 4K & 8K models, including features, sizes, availability, and price.
Mobile

The iPad Mini, Apple’s tiny tablet, makes a return with powerful specs

Apple has finally revealed the iPad Mini. With all-new and upgraded specs, support for the Apple Pencil, and a fantastically inclusive price, here's everything you need to know about the iPad Mini.
Mobile

The Apple iPad Air is the power-packed tablet for everyone

The iPad Air is the less serious cousin to Apple's iPad Pro range, and it's the perfect addition to your coffee table. But it's no less powerful. Here's everything you need to know about the iPad Air.
Mobile

Apple’s new iPads are hardly new at all. Don’t waste your money

It has taken Apple four years to get around to updating the iPad Mini line, but the new iPad Mini is virtually identical to its predecessor. It’s joined by a confusing iPad Air with no obvious target audience. Is Apple just trying to sell…
Deals

This is the one thing you need to do before giving your child a smart phone or tablet

Monitoring your kids' digital habits can be a challenge in today’s high-tech age, but great parental control software like Qustodio gives parents a much-needed advantage Read on to find out how you can protect your child from online…
Movies & TV

Apple bet big on TV and movie projects. Here’s what we know about them so far

Apple has an ambitious slate of original programming it has been developing in recent years, so will the March 25 event finally reveal when — and where — we will be able to see some of these TV shows and movies?
Mobile

How to choose an iPad in 2019: A practical guide to Apple’s tablets

Selecting an iPad from Apple's lineup can be intimidating, but it doesn't have to be. Our comprehensive guide should put the numbers and specs in practical, easy-to-understand terms. Find your ideal iPad with the help of our guide.
Mobile

These voice-changing apps will have you punking friends and family like a pro

Have you ever wanted to call your friends as Darth Vader or Alvin from the Chipmunks? If you want to play a prank on your friends, we have the best voice-changer apps for iOS and Android, whether you want to record audio or make a call.
Mobile

iPad Air vs. iPad Mini: Which new tablet from Apple is best for you?

Apple has unveiled two new iPad models, including a new iPad Air and a new iPad Mini. Both devices have a lot to offer. But which iPad is right for your needs? We put the iPad Air and iPad Mini to the test to find out.
Deals

The best Apple AirPods alternatives for Android, Windows, and iOS devices

Apple AirPods, nice as they are, aren't the only game in town. Other makers are offering their own truly wireless earbuds, and if you're looking to buy a pair of high-end in-ear headphones, we've got the best AirPod alternatives on the…
Mobile

Even older Apple Watches could be effective at spotting heart conditions

The Apple Watch Series 4 is known for detecting heart conditions like atrial fibrillation thanks to having an electrocardiograph feature. It turns out that older Apple Watches could be effective at tracking AFib, too.