Branding consulting firm Interbrand this week released its “100 Best Global Brands” report, and for the first time in the 13-year history of the rankings, there is a new #1 brand: Apple.
With Apple claiming the top position this year, Google jumps to #2 and Coca-Cola, the brand that held the #1 position for 13 consecutive years, moves to #3.
Apple has appeared on Interbrand’s Best Global Brands ranking since 2000. In 2000, Apple ranked #36 and had a brand value of $6.6 billion. Today, Apple’s brand value is $98.3 billion– almost 15 times the amount of its brand value in 2000.
Apple’s meteoric rise in brand value can be attributed to the way it has created a seamless omnichannel experience for customers. By keeping consumers at the center of everything it does, Apple is able to anticipate what they want next and break new ground in terms of both design and performance.
“Every so often, a company changes our lives—not just with its products, but with its ethos. This is why… Apple now ranks #1,” said Jez Frampton, Interbrand’s CEO, in a statement.
“In today’s global and social media-obsessed marketplace, brand leaders recognize the need to be highly collaborative,” notes Frampton. “The top 100 most valuable global brands are unlocking their value by participating, listening, learning, and sharing, and not just with leaders from within their organization, but with consumers too. Brands that learn to think differently about the role they play in consumers’ lives – and how to fulfill that role – have an opportunity to change the world in ways they never imagined.”
Technology this year dominated as the top sector overall, and seven of the top 10 brands were tech companies. Rounding out the list of the top 10 were #4 IBM, #5 Microsoft, #6 GE, #7McDonald’s, #8 Samsung Electronics, #9 Intel, and #10 Toyota.