Brand consultancy firm Interbrand has identified
the top 100 most valuable global brands and Apple is claiming the top position this year, Google jumps to #2 and Coca-Cola, the brand that held the #1 position for 13 consecutive years, moves to #3.
Apple has appeared on Interbrand?s Best Global Brands ranking since 2000, when the ranking debuted. In 2000, Apple ranked #36 and had a brand value of USD $6.6 billion. Today, Apple?s brand value is USD $98.3 billion? almost 15 times the amount of its brand value in 2000.
"Tim Cook has assembled a solid leadership team and has kept Steve Jobs' vision intact - a vision that has allowed Apple to deliver on its promise of innovation time and time again," said Jez Frampton, Interbrand?s Global Chief Executive Officer.
New entrants in the 2013 Best Global Brands list are
Discovery (#70), Duracell (#85) and Chevrolet (#89).
The top rising brands for 2013 include Facebook (#52, +43%), Google (#2, +34%), Prada (#72, +30%), Apple (#1, +28%), Amazon (#19, +27%)
Out of this year's top 10 brands, seven hail from the tech sector. Tech brands continue to dominate Interbrand's Best Global Brands report. Due to its commitment to product innovation and its massive marketing spend, Samsung (#8, +20%) has surpassed Apple in smartphone sales and appears to be leading the tech sector in terms of connectivity and home automation. Samsung, which had one of the strongest increases of absolute brand value this year, continually anticipates what consumers will desire next.
Despite the strong performance of many brands in this sector, a number of tech and consumer electronic brands did not rise, or even earn a position, on this year's ranking. Most notably, one-time category leaders, Yahoo! and Blackberry fell off this year's ranking entirely, while Nokia (#57, -65%) experienced the largest decline in brand value in the history of Best Global Brands. Nintendo (#67, -14%), and Dell (#61, -10%) also experienced a decline in brand value.
When determining the top 100 most valuable global brands, Interbrand examines the financial performance of the branded products or service; therole the brand plays in influencing consumer choice and the strength the brand has to command a premium price, or secure earnings for the company.