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]

Home Theater

I’ve seen the 8K TV future, and you should be excited. Here’s why

Samsung set the tech world on fire when it announced it would sell an 85-inch 8K TV in the U.S. along with several 8K screen sizes in Europe. Debates over the validity and value of such a high resolution have continued since, and we're here…
Movies & TV

Peter Dinklage gets cryptic about two 'Game of Thrones' characters' fates

With the eighth and final season looming, Game of Thrones fever has officially become a pandemic. Our list of all the relevant news and rumors will help make the wait more bearable -- if you don't mind spoilers.

Google Pixel 3 vs. Apple iPhone XS: Does Google’s A.I. take down Apple?

The Google Pixel 3 is here, boasting top-tier specs like a Qualcomm Snapdragon 845 and 4GB of RAM, and some of the world's best artificial intelligence features on a phone. But can it take out the Apple iPhone XS?
Movies & TV

New 'Mandalorian' photo links series to Boba Fett and 'Star Wars Holiday Special'

Jon Favreau's live-action Star Wars series planned for Disney's streaming video service will be titled The Mandalorian. The series will be one of the most expensive television shows ever made. Here's everything we know about it so far.

Got gadgets galore? Keep them charged up with the 10 best USB-C cables

If you weren't already aware, USB-C is quickly becoming mainstream. That's why we've rounded up some of the better USB-C cables on the market, whether you're looking to charge or sync your smartphone.

How to protect your iCloud account

From Chinese hacking to identity theft, it's not surprising if you're a little worried about your iCloud data. Here's how to protect your iCloud account with a few simple security steps. It will only take a few minutes, and we'll walk you…

Preapproval for iPhone Upgrade Program now available for iPhone XR

Apple took the wraps off of its new set of iPhones, including the iPhone XS, iPhone XS Max, and the new iPhone XR. The iPhone XR is being offered as the "affordable" iPhone, and it's a little different than the more expensive models.

Which is best: The Lenovo ThinkPad X1 Extreme or the 15-inch MacBook Pro?

To try and help nail down the best 15-inch laptops in the world, we compared the Lenovo ThinkPad X1 Extreme vs. MacBook Pro 15 in a head to head that looked at their power, design, and portability.

Hinge's new feature wants to know who you've gone out on dates with

With its new "We Met" feature, Hinge wants to learn how your dates are going with matches in its app. That way, it can inject the information into its algorithm to provide future recommendations that better suit its users' preferences.

Which Verizon plan is best for you? We check out family, individual, and prepaid

Verizon offers lots of plans for individuals, your family, and folks who want prepaid service. Here is everything you need to know about Verizon's plans, from data packages and smartphones to Big Red's prepaid plans.

Safeguard your new Apple smartphone with one of our favorite iPhone XS cases

If the iPhone XS is your next phone, then you’ll want to shop for some proper protection now. That glass sandwich design is all too easy to scratch or crack, so make sure you snag one of the best iPhone XS cases to keep it looking good.

Here are our favorite wireless phone chargers for Android devices and iPhones

We checked out the best wireless phone chargers to make tangles and uncooperative ports a thing of the past. Whether you have an iPhone or Android, find out which wireless charging pads are worth buying, and how their features compare.

Apple Mac users should take a bite out of these awesome games

Contrary to popular belief, there exists a bevy of popular A-list games compatible for Mac computers. Take a look at our picks for the best Mac games available for Apple fans.

Adobe Premiere Rush CC is the cloud-based video editing app you've been waiting for

On stage at Adobe MAX 2018, Adobe announced its cloud-centric, social video-editing application, Adobe Premiere Rush CC. We took some time to put it through its paces to see what it offers, how it works, and what's missing.