Coke used to be the number one brand. And it has held this title since the past 13 years. But now all that has changed. Coca Cola is down at #3. And what is the #1 brand according to Interbrand? Apple Incorporated, what else? Two years back, Tim Cook’s company stood at the eighth spot on the list.
Last year it was up at number two. And this year it is way up there on the top at #1. This is quite an achievement. Meanwhile, Coca Cola has even lost out to Google and been relegated to the #3 spot on the list. Google was #4 once but now it occupies the #2 position. The basic criterion employed by Interbrand to judge the ranking of a brand is the clout it possesses to carry a price or attract earnings.
Back when it started out among the list of entries in 2000, Apple was valued at an amount that has increased 15 times over the 13 odd years. Intebrand lists the best 100 brands on a global level. Other brands such as Facebook and Amazon may be way behind the top three yet in their own way they are catching up.
Facebook is at #52 while Amazon happens to be at #19. By the way, the 4th and 5th positions were secured by IBM and Microsoft respectively. All brands have certain qualities that distinguish them from the rest. Apple is a world famous brand and the record sales of its iPhone and iPad are solid proof of that fact.
Interbrand’s Global CEO, Jez Frampton, said, “Every so often, a company changes our lives—not just with its products, but with its ethos. This is why, following Coca-Cola’s 13-year run at the top of Best Global Brands, Apple now ranks #1. 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.”