Apple King of the Hill

An indication that consumer technology’s time has arrived with Apple overtaking the iconic Coca Cola as the most valuable brand according to a survey by US-based Interbrand. Coke has held the top spot for the past 13 years and not only lost out to Apple for the number one position but slipped to third as Google came in at number two.

 

By Mike Wheeler

 

An indication that consumer technology’s time has arrived with Apple overtaking the iconic Coca Cola as the most valuable brand according to a survey by US-based Interbrand.

 

Coke has held the top spot for the past 13 years and not only lost out to Apple for the number one position but slipped to third as Google came in at number two.

 

“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 No. 1,” says Interbrand’s Global Chief Executive Jez Frampton. “Tim Cook has assembled a solid leadership team and has kept Steve Jobs’ vision intact.”

 

And Tim Cook is not the only executive to get kudos for Apple coming from number 36 when the survey was first commissioned in 2000 to its current listing. The report says, “There’s been a lot of change at the top in the last 12 months, but the alignment of both hardware and software design under Jonathan Ive is a major step toward maintaining focus.”

 

Rounding out the top five were IBM and Microsoft. Only two non US-based companies made the top 10, Samsung and Toyota. The other three in the top 10 were processor manufacturer Intel, eclectic brand GE and and fast food giant McDonalds.

 

Interbrand judge a company on three criteria – financials, its influence over consumers, and its strategy to get the best price, or make money, for its shareholders.

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