How the mighty have fallen. Coca-Cola, for so long the unassailable icon of global capitalism, is no longer the most powerful brand in the world. In fact, it has fallen to third place. Although, the newly-crowned king of brand awareness isn’t exactly surprising.
Yep, it’s Steve Jobs Apple.
That’s according to The Best Global Brand Report, which has been published every year since 2000 by Interbrand, owned by Omnicom.
This is the first time since the inception of the report that Coke hasn’t clinched the top spot.
The 2013 report kicks off like this: “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. The value of the Coca-Cola brand also rose, by 2 percent to $79.2 billion, but that was not sufficient to give Coca-Cola a 14th year as Interbrand’s most valuable brand.
And number 2? Well that’s Google, silly.
[Source : New York Times]
