Tags: apple | tops | coke | best | brands

Apple Tops Coke for First Time in Best Global Brands List

Monday, 30 Sep 2013 04:52 PM

By Ronald Kessler

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Coke’s 13-year reign at the top of the “Best Global Brands” list is over, with Apple claiming the top spot followed by Google in second place. 

Interbrand puts out the annual list, which highlights the best of the best around the world, focusing on market, brand, competitor, and financial data to assess performance. Apple held the No. 2 spot last year.

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“As legions of fans can attest, few brands have enabled so many peope to do so much so easily,” a leadership article written by Interbrand’s CEO Jez Frampton said. “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.”

Tech companies did remarkably well on the report, many claiming “fast rising” status for their jumps up the Top 100 list. Facebook rose 43 percent to land in spot 52, CNN reported. Amazon was in spot 19, moving up 27 percent.

Frampton called Coca-Cola “an efficient, outstanding brand marketer, no doubt about it,” reported The New York Times, but added that the top tech brands are “very much the poster child of the marketing community.”

The list saw other changes this year, including Blackberry, which dropped off the Top 100 all together, and Nokia, which fell from a ranking of 19 to 57, the Times said.

Chevrolet made it onto the list, coming into the 89th spot, and the Times said it was the first General Motors brand to make the cut.

Interbrand staff take a close look at a wide range of sectors and trends that impact the way business is done. The technology article honed in on what consumers expect from tech companies, including, wrote author Nirm Shangshag, “That’s essentially what the tech sector 
is about: finding real problems, solving them, and then repeating the process. It’s why Apple, Samsung, Google, and Facebook (among others) find themselves on our table today.”

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