For the first time in its 13-year history, Interbrand has a new leader of its annuals study of the most valuable brand names. Apple has topped the charts, beating out Coca-Cola, which led the study since it began in 2000 with a brand value that Interbrand assessed at $98.3 billion.
According to CNET, the new ranking reflects the rising importance of technology in global business and consumer consciousness. In fact, to further prove this point, Coca-Cola was not only beat out by Apple but Google as well, shifting it from first to third in the rankings. Google's brand value was estimated at $93.3 billion, ahead of Coca-Cola's $79.2 billion value.
Interbrand bases its assessments for these rankings on a combination of the company's financial performance, its role influencing consumer choices and how well the brand lets a company charge premium prices and deliver profits, according to CNET.
"Every so often, a company changes our lives -- not just with its products, but with its ethos. This is why...Apple now ranks No. 1," said Jez Frampton, Interbrand's global chief executive officer in a statement.
Apple has previous held the number 2 position as early as the 2012 study. Google was number four and IBM, which slipped to number four in the recent rankings, held the number three position. Microsoft remained in fifth place.
Amid overwhelming praise from Interbrand, the brand researcher did caution that Apple will need to find a way to stay competitive against its rival Samsung as well as find a decent foothold in the Chinese market if it wants to keep its number one ranking on the list.
More detailed information about the rankings can be found HERE via CNET.
What do you think of the ratings? Do you agree with them? Are you at all surprised to see so many tech companies on the top ten list? Comment and share your thoughts below.
