Apple beats Coca-Cola to emerge as most valuable global brand

Samsung at number eight continues to strengthen its brand globally, according to the report

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 per cent this year to $US98.3 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. 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 per cent to $US39.6 billion, as the brand continues to strengthen its position globally, spending more than $US4 billion in marketing last year, and launching innovative products such as the Galaxy S4 and Galaxy Note II, according to the Interbrand report.

The challenge for Apple is to slow "Samsung's momentum and capture the booming Chinese mobile market." As significantly, the world is awaiting another innovative product from Apple, which could be perhaps the iWatch wearable computer or something completely unexpected, Interbrand said. The company's reputation has, meanwhile, taken some hits after it was found guilty of conspiring with five large book publishers to fix e-book prices, and faced allegations about worker conditions in China at its supplier Foxconn, and ongoing patent disputes with Samsung.

The going is getting tougher for Apple, which reported that revenue was flat at about $US35.3 billion in its fiscal third quarter ended June 29, while net profit dipped to $US6.9 billion from $US8.8 billion in the same quarter last year. Its smartphone market share dropped in the second quarter to its lowest level in three years of 13.6 per cent compared to Samsung's over 33 percent, according to research firm Strategy Analytics. Apple was, however, ahead of Samsung in tablets in the second quarter of 2013, with a 32 percent share of the market to Samsung's 18 percent, according to IDC.

Interbrand's rankings, first introduced in 2000, covers global brands that have at least 30 per cent of their revenues from outside the brand's home region. The brands must also have a presence in at least three major continents, and broad geographic coverage in emerging markets.

John Ribeiro covers outsourcing and general technology breaking news from India for The IDG News Service. Follow John on Twitter at @Johnribeiro. John's e-mail address is john_ribeiro@idg.com

Join the newsletter!

Error: Please check your email address.
Rocket to Success - Your 10 Tips for Smarter ERP System Selection

Tags iPadtabletsApplehardware systemsconsumer electronicsCoca-ColaInterbrand

Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

John Ribeiro

IDG News Service
Show Comments

Cool Tech

SanDisk MicroSDXC™ for Nintendo® Switch™

Learn more >

Breitling Superocean Heritage Chronographe 44

Learn more >

Toys for Boys

Family Friendly

Panasonic 4K UHD Blu-Ray Player and Full HD Recorder with Netflix - UBT1GL-K

Learn more >

Stocking Stuffer

Razer DeathAdder Expert Ergonomic Gaming Mouse

Learn more >

Christmas Gift Guide

Click for more ›

Most Popular Reviews

Latest Articles

Resources

PCW Evaluation Team

Edwina Hargreaves

WD My Cloud Home

I would recommend this device for families and small businesses who want one safe place to store all their important digital content and a way to easily share it with friends, family, business partners, or customers.

Walid Mikhael

Brother QL-820NWB Professional Label Printer

It’s easy to set up, it’s compact and quiet when printing and to top if off, the print quality is excellent. This is hands down the best printer I’ve used for printing labels.

Ben Ramsden

Sharp PN-40TC1 Huddle Board

Brainstorming, innovation, problem solving, and negotiation have all become much more productive and valuable if people can easily collaborate in real time with minimal friction.

Sarah Ieroianni

Brother QL-820NWB Professional Label Printer

The print quality also does not disappoint, it’s clear, bold, doesn’t smudge and the text is perfectly sized.

Ratchada Dunn

Sharp PN-40TC1 Huddle Board

The Huddle Board’s built in program; Sharp Touch Viewing software allows us to easily manipulate and edit our documents (jpegs and PDFs) all at the same time on the dashboard.

George Khoury

Sharp PN-40TC1 Huddle Board

The biggest perks for me would be that it comes with easy to use and comprehensive programs that make the collaboration process a whole lot more intuitive and organic

Featured Content

Product Launch Showcase

Latest Jobs

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?