Apple ends Coca-Cola's reign as the world's most valuable brand
Apple has emerged as the most valuable brand in the world, passing Coca-Cola which held the top position for 13 years, according to a report released by brand consultancy Interbrand.
The maker of high-profile products like the iPad and iPhone, which was ranked second last year, saw its brand value grow 28 percent this year to $98.3 billion. Other tech companies that figured in the top five rankings for 2013 were Google at number two and IBM and Microsoft at fourth and fifth place, respectively. Google was number four in 2012, while IBM was third and Microsoft held the fifth position last year.
"Few brands have enabled so many people to do so much so easily, which is why Apple has legions of adoring fans," Interbrand said in the report released Monday. Apple has set a high bar for aesthetics, simplicity and ease of use that other tech brands have to match, and Apple itself will have to continually exceed, the report said.
Competitor Samsung Electronics, at number eight, saw its brand value go up 20 percent to $39.6 billion, as the brand continues to strengthen its position globally, spending more than $4 billion in marketing last year, and launching innovative products such as the Galaxy S4 and Galaxy Note II, according to the Interbrand report.
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