Apple overtakes Coca-Cola as most valuable brand, study finds

LONDON — Apple has unseated Coca-Cola as the world’s No. 1 brand, as the company founded by Steve Jobs is a leader in design, performance and focuses on customers, according to a study of the Top 100 brands by Interbrand.

Apple’s brand value jumped 28 percent to $98.3 billion, Google is now in second place at $93.3 billion, and Coca-Cola has slipped from the top seat after 13 years to third place at $79.2 billion.

“Every so often, a company changes our lives —- not just with its products, but with its ethos,” Jez Frampton, chief executive officer at New York-based brand consultancy Interbrand, said in a statement. Current Apple CEO “Tim Cook has assembled a solid leadership team and has kept Steve Jobs’ vision intact – a vision that has allowed Apple to deliver on its promise of innovation time and time again.”

The annual study, closely watched by the industry, determines a brand’s value by examining its financial performance, role in influencing consumer buying and ability to secure earnings. The Top 10 is rounded out in descending order by IBM, Microsoft, GE, McDonald’s, Samsung, Intel and Toyota. The 100 companies on the Interbrand list have a combined brand value of $1.5 trillion, an 8.4 percent increase from last year.

Technology names were among the biggest climbers. Google’s brand value rose 34 percent, while Samsung’s advanced 20 percent. Yahoo and BlackBerry fell off this year’s ranking. Nokia dropped to 57th place from 19th with the largest decline in brand value in the history of the 14-year study.

New names on the list include Discovery, Duracell and Chevrolet. The fastest-rising brands were Apple, Facebook, Prada, Google and Amazon.

More in Herald Business Journal

Strange and wonderful creatures come through door of Bothell clinic

At Center for Bird and Exotic Animal Medicine, vets treat snakes, hedgehogs and even kangroos.

Glitches slow Boeing, SpaceX plans for human spaceflight

Boeing has an issue with its abort system that may cause the spacecraft to “tumble.”

Best foot forward: Ferndale company to make custom shoes easy

Long specializing in insoles, Superfeet is putting 3-D machines in stores to make customized shoes.

Planemaker joins forces with auto-industry supplier Adient

The new venture poses a threat to Zodiac Aerospace and Rockwell Collins

Alaska Airlines has selected destinations for new service from Paine Field. (Alaska Airlines)
Alaska Airlines will fly from Everett to 8 West Coast cities

Two destinations that didn’t make the list were Spokane and Hawaii.

Port of Everett CEO Les Reardanz has been called up and will be spending much of the year away from his office. He is going to Afghanistan. (Dan Bates / The Herald)
Port of Everett CEO reporting for duty — in Afghanistan

Les Reardanz has been called to active duty with the Navy for an eight-month deployment.

Boeing opens new $17 million training center in Auburn

Workers and dignitaries marked the grand opening of the facility Monday.

Trump’s company fights efforts to shed the president’s name

“Our homes are worth more without the Trump name.”

Airbus floats shutdown of A380 superjumbo

The aircraft is so big that some airports had to expand runways to accommodate the 550-seat plane.

Most Read