The brand management firm Interbrand today released
its list of the 100 most valuable brands in the world, and there’s a new sheriff in town.
After 13 consecutive years at the top of the Interbrand 100, Coca-Cola has been replaced by Apple. The world’s most popular soft drink wound up falling to No. 3 on the list.
Apple’s ascension was indicative of technology’s dominance as the most valuable brand sector. The tech industry accounted for seven of the 10 most valuable brands and four of the five brands that saw the biggest jump in value from 2012.
To conduct its study, Interbrand measured the amount of money companies took in, how important their brand was in turning those profits, and how each brand stacked up against its competitors.
Brand value: $US18.5 Billion
Last year's rank: 21
Change in value: Up 7%
Honda's success lies in large part in keeping its existing customers happy. According to Interbrand's report, Honda outperforms the majority of its peers in customer retention rate.
With an increasingly crowded market, Interbrand says that to keep its spot, Honda will have to work hard to add new customers in addition to keeping its old ones.
Brand value: $US23.6 Billion
Last year's rank: 20
Change in value: Up 27%
Amazon increased its brand value with its March acquisition of the social book recommendation site Goodreads. In doing so, Interbrand says Amazon helped increase the sense of community its users feel without intruding on their privacy or leisure time.
Brand value: $US24.1 Billion
Last year's rank: 18
Change in value: Up 9%
Oracle sailed back into the No. 18 spot with several strategic acquisitions in 2013. But in order to improve its brand in the future, Interbrand says that Oracle will have to work to erase the idea that it is growing old, but not growing up.
To do this, the report says Oracle needs to increase its messaging and form a more emotional connection to consumers.
Brand value: $US24.9 Billion
Last year's rank: 17
Change in value: Up 6%
In contrast to what Oracle needs to do, Louis Vuitton is actually working to limit its visibility in order to preserve its products' exclusivity. The company also helped itself by expanding the number of customisable luxury offerings it put out over the past year.
Brand value: $US25.1 Billion
Last year's rank: 16
Change in value: Up 1%
Gillette has benefited from increased demands for men's grooming products in fast-developing markets, especially India. The brand has also had success with several integrated marketing campaigns, including a social media campaign that allowed people to enter their race number for the Malta Marathon to be automatically tagged in photos.
Brand value: $US25.8 Billion
Last year's rank: 15
Change in value: Down 1%
The HP brand's slight dip in value reflects a changing identity for the company, which has changed its tagline in recent years from 'Invent' to 'Let's Do Amazing,' to its current 'Make It Matter.'
HP's next challenge will come at the end of the year as it seeks to re-enter the smartphone market after its purchase of Palm turned out to be a bust.
Brand value: $US29.1 Billion
Last year's rank: 14
Change in value: Up 7%
Cisco has settled into what Interbrand calls a 'comfortable role as the network enabler of businesses large and small.' The company is investing in the internet's future prominence and setting itself up to be a go-to company for IT professionals looking to maximise the value of new data and interconnected systems.
Brand value: $US31.8 Billion
Last year's rank: 12
Change in value: Up 10%
2012 was the most successful year in the history of the BMW brand, Interbrand reports. The brand achieved this success in large part by increasing sales by 40% in China and by continuing to push its focus on sustainability and urban mobility.
Brand value: $US31.9 Billion
Last year's rank: 11
Change in value: Up 6%
Mercedes-Benz has succeeded in targeting the young and wealthy demographic by maintaining the classic feel of its luxury vehicles while also focusing its products on innovation. It's already the number one luxury brand in the United States and Germany, and it's gaining ground in China and Russia.
Brand value: $US35.3 Billion
Last year's rank: 10
Change in value: Up 17%
Toyota was able to rebound from challenges in 2010 and 2011 by focusing itself on great design and the joy of adventure. The brand is boosted by the cool factor of the Prius line while the affordable and sturdy Camry drives sales.
Brand value: $US37.2 Billion
Last year's rank: 8
Change in value: Down 5%
With tablets and smartphones becoming increasingly prominent, Intel's challenge will be figuring out how to make 'Intel inside' as relevant to consumers as it was during the PC era. The company's new leadership team is already reorganising important business groups and researching new types of products by creating a New Devices division.
Brand value: $US39.6 Billion
Last year's rank: 9
Change in value: Up 20%
Samsung continues to make strides toward challenging Apple's primacy as the coolest brand in smartphones, targeting millennials with celebrity endorsers like Jay Z and LeBron James. The company has gained ground by stressing the interconnectivity of its products and how that interconnectivity improves the lives of its customers.
Brand value: $US42 Billion
Last year's rank: 7
Change in value: Up 5%
McDonald's worked hard to strengthen its brand after its first global sales decline in nine years. The Golden Arches has adapted well to consumers' desire for more nutritious options by rolling out menu items like the Egg White Delight and Premium Chicken Wraps.
Its commitment to opening more of its nicer McCafe locations has helped make it more accessible.
Brand value: $US46.9 Billion
Last year's rank: 6
Change in value: Up 7%
GE has positioned itself as a leader in the expansion of 'Big Data' by investing $US1.5 billion to connect its machines to enterprise software and the internet. It's 'Brilliant Machines' campaign has been a winner as the company continues its slow and steady growth.
Brand value: $US59.5 Billion
Last year's rank: 5
Change in value: Up 3%
Microsoft has streamlined its many products under its 'One Microsoft' restructuring to maintain a consistent approach across product lines. Whomever follows Steve Ballmer as CEO will be charged with steering the company's shift from the software business to the hardware business.
Brand value: $US78.8 Billion
Last year's rank: 3
Change in value: Up 4%
Big Blue continues to innovate, filing the more patents than any other company for the 20th consecutive year. The company is expanding its outreach to developing countries opening 144 offices in such regions in 2012. The companies revenues, however, continue to be an issue.
Brand value: $US79.2 Billion
Last year's rank: 1
Change in value: Up 2%
The world's most recognisable brand took a tumble from the No. 1 spot it had held for 13 straight years. This isn't so say the soft drink brand did anything wrong. In 2013, Coke was named the Creative Marketer of the Year at the advertising industry's most important awards show for its fresh takes on interactive marketing like the the stunt video it made prior to 007 Skyfall's release.
But despite its best efforts, Coca-Cola couldn't keep up with the two rapidly growing tech companies that surpassed it.
Brand value: $US93.3 Billion
Last year's rank: 4
Change in value: Up 34%
Google leapfrogged IBM and Coca-Cola in this year's rankings with its work on space-age innovations like Google Glass and the self-driving car. The company tightened its stranglehold on the web search market and has made itself ubiquitous to even the least tech-savvy of consumers.
Though there remains some confusion between different Google brands like YouTube and Android, its extraordinary innovation should keep it near the top of this list for the foreseeable future.
Brand value: $US98.3 Billion
Last year's rank: 2
Change in value: Up 28%
After a massive 129% leap in value in last year's rankings, Apple didn't have far to go to take over the number one spot. Here's how Interbrand put it:
'Every so often, a company changes our lives, not just with its products, but also with its ethos. This is why, following Coca-Cola's 13-year run at the top of Best Global Brands, Interbrand has a new #1 -- Apple. Few brands have enabled so many people to do so much so easily, which is why Apple has legions of adoring fans, as evidenced by the record-breaking launch of the iPhone 5c/5s. For revolutionizing the way we work, play, and communicate -- and for mastering the ability to surprise and delight -- Apple has set a high bar for aesthetics, simplicity, and ease of use that all other tech brands are now expected to match, and that Apple itself is expected to continually exceed.'
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