NEW YORK – According to a report released by Interbrand on Monday, Apple (NASDAQ:AAPL) is the most valuable brand in the work, surpassing Coca-Cola (NYSE:KO), the previous number one who fell to third. Not only did Apple move into the first place, but also this is the first time since Interbrand released its report that Coke was not in the top spot.
Jez Frampton, global CEO at Interbrand, called Apple’s ascendency ‘a matter of time. The report estimated that the value of the Apple brand rose to $ 98.3 billion, an increase of 28 percent from the 2012 report. While the value of Coke also rose, it could not keep pace with Apple, or the new number two – Google (NASDAQ:GOOG).
Apple and Google were not the only technology companies in the top 10 this year, also included was Microsoft (NASDAQ:MSFT) – fifth place, Samsung (KS:005930) – eighth place, and Intel (NASAQ:INTC) – ninth place.
Samsung’s climb into the top 10 followed the company’s adoption of a new brand strategy, which Sue Shim, Executive Vice President and CMO, said includes ‘a greater focus on social purpose.’ Shim added that the focus was crafted by research that indicated American consumers would switch brands to ‘one that was associated with improving people’s lives.’
IBM (NYSE:IBM), which is categorized as a business services brand, was also in the top 10 at number four. However, Frampton put the focus on technology brands, which he said ‘are changing our behavior; how we buy, how we communicate with each other, even whether we speak with each other. They have literally changed the way we live our lives.’
While marketers greeted Apple taking the top spot, the reality is that Apple is under immense pressure from almost day one to retain the number one ranking in next year’s report. The release of the iPhone 5C and 5S has been welcomed, and iOS7 has also seen a near record conversion, so early prospects are good. However, Google is fast charging, and Microsoft might finally be able to regain some momentum after the retirement of Steve Ballmer. In the end, tech companies have arrived, and their showing in this year’s report is proof of how they have influenced our lives.