Apple’s arrival in the top spot was perhaps “a matter of time,” Jez Frampton, global chief executive at Interbrand, said in a recent interview. Apple was No. 2 last year, climbing from No. 8 in the 2011 report. “What is it they say, ‘Long live the king’?” Mr. Frampton asked. “This year, the king is Apple.”
The 2013 report begins: “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, Interbrand has a new No. 1 — Apple.” The report estimates the value of the Apple brand at $98.3 billion, up 28 percent from the 2012 report.
Apple’s rivals Google and Samsung also moved up in the list with Mountain View also hopping over Coca-Cola to #2 at a $93.3B (up 34%) valuation while Samsung entered the top 10 with a new brand strategy called the Brand Ideal, which includes “a greater focus on social purpose”. Microsoft, who just lost a CEO, was flat.
Perhaps a sign of the times, Apple—a company that has changed our lives, not just with its products but also with its ethos—has risen to the top of our Best Global Brands list, giving us a new number one for the first time in 14 years. As legions of fans can attest, few brands have enabled so many people to do so much so easily. 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. Apple’s ability to “think different” and deeply consider the customer experience is what makes the brand a leader—one that has inspired a loyal following and has the whole world anticipating its next big move. Brands, as Apple exemplifies so well, are business strategy brought to life.
Technology brands in top 100 (#4 IBM is no longer Technology but business services).
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