Apple’s arrival in the top spot was perhaps “a matter of time,” Jez Frampton, global chief executive at Interbrand, said in a recent interview. Apple was No. 2 last year, climbing from No. 8 in the 2011 report. “What is it they say, ‘Long live the king’?” Mr. Frampton asked. “This year, the king is Apple.”
The 2013 report begins: “Every so often, a company changes our lives, not just with its products, but with its ethos. This is why, following Coca-Cola’s 13-year run at the top of Best Global Brands, Interbrand has a new No. 1 — Apple.” The report estimates the value of the Apple brand at $98.3 billion, up 28 percent from the 2012 report.
Apple’s rivals Google and Samsung also moved up in the list with Mountain View also hopping over Coca-Cola to #2 at a $93.3B (up 34%) valuation while Samsung entered the top 10 with a new brand strategy called the Brand Ideal, which includes “a greater focus on social purpose”. Microsoft, who just lost a CEO, was flat.