After 13 consecutive years at the top of Interbrand's annual list of the most valuable brands in the world, Coca-Cola (NYSE:KO) was unseated in 2013's report by Apple (NASDAQ:AAPL), which jumped to the top of the list with a value of $98.3 billion, the value analytics firms said today in a press release.
Apple's growth in brand value can be explained, according to Interbrand, by two key factors: "In addition to being resilient, Apple is also prescient -- continually anticipating what consumers will want next."
Google (NASDAQ:GOOGL) jumped two spots from last year's list to also pass Coca-Cola and place second in 2013, with a brand value of $93.3 billion, according to Interbrand. (Coca-Cola landed at No. 3 with a brand value of $79.2 billion.) "By continuing to move beyond search and by placing big bets on innovation, Google will impact the way its consumers live and behave worldwide -- and increase the value of its brand in the process," said Interbrand, noting Google Glass and Google's self-driving car work.
Interbrand arrives at the brand valuations by factoring in financial performance, the role brand plays in consumers' buying choices, and "the strength the brand has to command a premium price, or secure earnings for the company." Interbrand launched its ranking in 2000.
The value of Apple's brand jumped 28% compared to last year, bumping it from No. 2 to No. 1, while Coca-Cola saw a mere 2% increase from 2012 to $79.2 billion this year. Facebook (NASDAQ:FB) enjoyed the highest percentage improvement in value on Interbrand's list of the top 100 brands, jumping 43% over 2012. The increase in Facebook's brand value to $7.7 billion puts it No. 52 on the list, up from last year's 69.
Interbrand said Facebook is the only social media brand to claim a position on this year's Best Global Brands list. It noted increases in revenue and earnings per share over the past year as well as an increase in Facebook's global user base and mobile users.
IBM and Microsoft round out the top five brands on Interbrand's list, with respective values of $78.8 billion and $59.5 billion. A complete list of the top 100 brands, with multiple filtering alternatives, can be found on Interbrand's website.
Interbrand said this year the total value of all 100 Best Global Brands is $1.5 trillion, an 8.4% record increase over the total value of the 100 Best Global Brands in 2012. New entrants to the list include Discovery (No. 70), Procter & Gamble's Duracell (No. 85), and General Motors' Chevrolet (No. 89).