The tech giant Apple has ousted Coca-Cola to become the world’s number one brand.
According to Interbrand, Apple’s brand value is worth US$98.3 billion, with Google coming in second with a value of US$93.3 billion—Coca-Cola is now third with US$79.2 billion.
Interbrand evaluates brands on three criterion, using the company’s influence in consumer choices, its financial performance, as well as its ability to let a company deliver profits and charge premium prices.
Other tech companies include Samsung, rising to number eight because of a 20% brand value increase.
“Every so often, a company changes our lives—not just with its products, but with its ethos,” stated Jez Frampton, Interbrand’s CEO, supporting the idea that the Apple brand is a pervasive global influencer.
What do you think contributes to Apple’s dominance?