Ever since Interbrand, the self-proclaimed authority on the power of brands, began its annual survey of brand values in 2000, Coca-Cola has led the way in the biggest popularity contest of the internet - until now.
Despite new CEO Tim Cook still settling in and some sour noises over the latest iPhone model, Apple are now top of the pile with a brand valuation of $93.8 million, climbing from 2012's second place. Google have continued their year-on-year rise, and now sit in second with a perceived brand value of $93.3 billion, leaving the uncrowned Coca-Cola in third with a valuation of $79.2 billion.
As consumers and businesses lap up new tech products with alarming speed, the likes of Apple, Microsoft (5th, $59.5) and Samsung (8th, $39.6) have managed to perform in the increasingly cut throat tech market, while Intel (8th, $37.2) and HP (15th, $25.8) have both seen their brand values decrease, by 5 per cent and 1 per cent respectively.
"Every so often, a company changes our lives—not just with its products, but with its ethos," said Jez Frampton, Interbrand’s Global Chief Executive Officer. "This is why, following Coca-Cola’s 13-year run at the top of Best Global Brands, Apple now ranks #1." As to whether that's changing our lives for the better is up to internet fanboys to discuss.
Meanwhile, Facebook was named the top rising brand, adding 43 per cent to its overall value and rising to 52nd place over all. They are the only social media brand in the top 100, and will soon own our souls. Probably.
Interbrand assesses the value of a company by taking into account a combination of the company's role in influencing consumer choices, financial performance, and the company's ability to charge premium prices or secure earnings. You can read the full report here.