On September 30, Interbrand released its 14th annual Best Global Brands report. For the first time in history, there is a new #1 brand. After holding the title for 13 years, Coca-Cola was outscored by Apple and Google. Apple has been on Interbrand’s Best Global Brands ranking since the first year. In 2000, Apple ranked #36 and had a brand value of USD $6.6 billion. Today, Apple’s brand value is USD $98.3 billion.
When I think of the attributes of the Coca-Cola brand, I think of “classic”, happiness, old-fashion, and unchanging. This is one of the reasons that I believe brand competitors were able to pass up Coca-Cola. When I think of Apple or Google, I think of innovative, new, trendy, and making life easier through technology.
Another thing that I found interesting about the report was that technology is the most valuable group overall this year. Out of this year’s top 10 brands, seven are technology based. This is the case because our generation is continuously becoming more dependent on technology and it plays a fundamental role in each of our lives. I don’t believe that it is possible for Coca-Cola’s brand to ever become obsolete because of the good feelings that are associated with the brand across so many generations. We can determine that what society values at the time will greatly impact what brand is the most valuable, which is the reason that Apple topped the chart this year.
The link below will take you to the complete Interbrand Best Global Brand report.