Sorry, Coke, but you’re not the real thing anymore. In a recent report by the corporate branding consulting group, Interbrand, Apple has moved to the number one spot, pushing 13-year front runner Coca-Cola to third place to become the most valuable brand on the planet. Google is now the second most valuable brand in the world.
The Interbrand report, which comes out annually, tracks the 100 top brands around the world. It has been releasing the report since 2000 and this is the first year Coca-Cola has not been in the number one position. According to Jez Frampton, global chief executive at Interbrand, “It was a matter of time.” Last year Apple, Inc. was in the number two position, but as the report states, “on a product and popularity basis, Apples continues to whet appetites for more.”
There are 72 million Macs in use today, with sales of Macs growing an average of 15 percent per year for the past five years. The PC market as a whole is growing at a slower rate of just three percent per year. Apple plans to continue to put the needs and desires of its customers first in the future. One example of this will be seen in the new MacBook Air with its “all day” battery life.
It is Apple Inc.’s commitment to “Think Different” that pushes the brand to be number one and steal that spot from such iconic brands as Coca-Cola. Customers have come to expect innovative products from the company, and with the release of the newest MacPro computer, they will not be let down. It will be a radical departure from the traditional tower, cylindrical and one-eighth the size of the previous models, constructed around a thermal core and providing twice the power of previous computers. With the recent hiring of the former CEO of Yves Saint Laurent, Paul Deneve, who will be in charge of special projects, rumors are also floating around about the possibility of Apple creating the first chic wearable computers. Is there an iWatch on the horizon?
The success of Apple iOS devices continues to grow. According to the report, there have been 600,000,000 iPhones, iPads, and IPod touch sold to date. The company continues to improve on these devices adding new anti-theft “tools” to protect user’s devices and the information within them. The iOS 7 phone provides an activation lock to prevent reactivation of stolen phones even if they are wiped.
The Interbrand report estimates the Apple brand to be $98.3 billion while Coca-Cola stands at $79.2 billion. The rise in technology brands is cited as one of the reasons for Apple achieving the number one spot. Tech brands such as Apple, Google, and Samsung are “changing how we buy, how we communicate with each other,” said Frampton.
Apple may be the new “real thing” in the world of brand value, but when it comes to social media, Coca-Cola still reigns supreme. In a twist, Coca-Cola pushes Apple, Inc. to far below the number one spot with Coca-Cola having 73.2 million likes on Facebook, while Apple has 9.8 million.
By: Lisa Nance