Apple, Google brands pass Coca Cola
Apple and Google have both overtaken Coca-Cola on an influential list of the most valuable global brands, with Apple taking the title of the most valuable brand in the world.
Interbrands estimates Apple's brand value at $98.31 billion (€72.6 billion) as of 2013, up 28% from last year. Google is not far behind with a $93.29 billion brand value, up 34% from a year earlier.
The tech giants pushed Coca-Cola off the top spot for the first time in 13 years, despite a 2% increase in its own brand value.
Samsung was another big gainer, taking eighth place with a 20% higher brand value of $39.61 billion.
Other smartphone brands were not so lucky, with Nokia falling 38 places to 57th, and BlackBerry getting knocked off the list altogether.
Technology is the most valuable sector overall on the list of top brands, with a combined brand value of $443.15 billion. Four of the top five fastest growing brands this year were all from the sector – Facebook, Google, Apple and Amazon.
Interbrands calculates brand value by taking into account the financial performance of a company's branded products, the role the brand plays in influencing consumer choice and the strength the brand has to command a premium price.
This year's report also includes some advice for telecom companies worldwide – get ahead of consumers' changing behaviors, or risk being left behind. Telcos should also diversify, partnering with and disrupting other industries including health, security, education, and banking.