ATLANTA (CBS ATLANTA) – For the first time in the 13-year history of the brand study, Coca-Cola has been bumped from its position at the top of the most valuable brand list. In its place: Apple.
The maker of the iPhone replaced Coca-Cola Co. on Interbrand Corp’s annual study of the Top 100 brands with a value estimated at $98.3 billion – a 28 percent increase from the previous year. Coca-Cola slipped to third place, also falling behind Google, which saw a 34 percent increase in its estimated brand value.
The “Best Global Brands” list launched in 2000, and compares elements of the overall market, customer influence, profits and pricing to judge a given brand’s value and performance.
To be considered, brands must have a presence in three continents; have at least 30 percent of revenues coming from outside the company’s home region, have a “public profile and awareness above and beyond its own marketplace,” and publicly available financial data, according to the Interbrand website.
Founded in 1886, Coca-Cola Co.’s website states that its more than 3500 products are available in more than 200 countries across the globe.
“Brand strength measures the ability of the brand to create loyalty and, therefore, to keep generating demand and profit into the future,” according to Interbrand’s website. The website also states that Interbrand is the world’s largest brand consultancy firm with nearly 40 international offices.
The rest of the Top 10 list in descending order is: IBM, Microsoft, GE, McDonald’s, Samsung, Intel and Toyota. The 100 companies on the list have a combined value of $1.5 trillion — an 8.4 percent increase from last year’s study.
Other companies included on the list were Disney at 14, Pepsi at 22, Facebook at 52, and Starbucks in 91st place.