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A new report from branding consultancy Interbrand has highlighted the dominance of technology-based companies as the ‘world’s best brands’. Perennial winner Coca-Cola has been toppled from the top spot for the first time in 14 years by Apple, whose brand is judged to be worth $98.3 billion, up 28% from 2012. The Cupertino based company is joined in the top 10 by six other tech giants.
Google’s brand, which rose from 4th place last year to 2nd, is now valued at $93.2 billion. IBM at 4th was valued at $78.8 billion with Microsoft, 5th, unchanged from last year and worth $59.5 billion. Samsung and Intel traded places this year and were valued at $39.6 billion and $37.2 billion respectively. As previously reported by IAM, the Korean company believes that its on-going patent dispute with Apple has helped to build its reputation for innovation. This looks to be an astute observation.
The report also lists Facebook as the top climbing brand of 2013, up 43% having risen to 52nd from 69th last year with a value of $7.7 billion. Though Twitter does not yet appear in the Interbrand report it would be safe to assume that upon the expected completion of its IPO, and having recently been voted the 8th coolest brand in a separate report, the social media firm will soon join its rival Facebook in the top 100.
However, not all technology brands did so well. BlackBerry, which fell last year to 93rd from 56th, has disappeared from the list completely. Perhaps not so surprising given its recent difficulties as reported by IAM. Meanwhile Nokia was the biggest faller in the list; having sat comfortably in 14th place in 2011, the brand finished in 57th place this year.
The top 10 most valuable brands of 2013:
6. General Electric