Ondrej Holzman The important ranking of the most valuable brands in the world, compiled by Interbrand, saw a change in the first place this year after thirteen years. After a long reign, Coca-Cola left it, having to bow down to Apple and Google.
V the current edition of the ranking Best Global Brands Interbrand relegated Coca-Cola is up to third place, followed by IBM and Microsoft.
"Tech Brands Continue to Dominate Best Global Brands," writes the report of the consulting company, "thus underscoring the fundamental and invaluable role they play in our lives."
The rankings are compiled based on several factors including financial performance, customer loyalty and the role each brand plays in customers' purchasing decisions. Through these factors, Interbrand then calculates the value of each brand. Apple was valued at $98,3 billion, Google at $93,3 billion, and Coca-Cola at $79,2 billion.
"Few brands have made it possible for so many people to do so many things so easily, which is why Apple has legions of adoring fans." says the press statement. “Having revolutionized the way we work, play and communicate – as well as mastering the ability to surprise and delight – Apple has set a high bar for aesthetics and simplicity, and other tech brands are now expected to match it, and that Apple keep increasing."
It was before the technology companies that Coca-Cola had to bow, which handed over the scepter after thirteen years. But Ashley Brown, director of digital communications and social media, took it in stride and took to Twitter at both Apple and Google he congratulated: "Congratulations to Apple and Google. Nothing lasts forever and it's great to be in such stellar company.”
The top ten of the latest edition of the ranking Best Global Brands technology companies really took over (six out of ten places), but other parts are already much more balanced. Fourteen of the 100 places belong to the automotive sector, i.e. to brands such as Toyota, Mercedes-Benz and BMW. Consumer goods companies like Gilette occupy twelve spots, as do technology brands. A big fall in this area was recorded by Nokia, from 19th to 57th place, then BlackBerry dropped out of the list completely.
However, the first places probably deserve the most attention. While Coca-Cola was mostly stagnant, Apple and Google experienced huge growth. Since last year, Coca-Cola grew by only two percent, Apple by 28 percent and Google even by 34 percent. Samsung also grew, by 20 percent and is eighth.
“…skipped…” OMG! :D
Probably a mistake: Only a few brands have made it possible to do so many things so easily