The dethroning occurred in the brand consultancy’s 14th run down of the 100 most valuable global brands, knocking Coca-Cola down two pegs to third.
Interbrand based their report on three key aspects of brand performance; its financial performance, role in influencing consumer behaviour and price premium attached to the brand.
Jez Frampton, Interbrand’s global chief executive officer, 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.”
A number of new entrants also made the grade this year, amongst them Discovery, Duracell and Chevrolet, moreover the total valuation of all 100 brands rose a record 8.4 per cent over last year’s total to hit $1.5tn.
Read more at http://www.thedrum.com/news/2013/09/30/apple-and-google-topple-coca-cola-top-global-brands#fFHBMKEVlLcTUgSk.99