Did you know that Coca-Cola is not the most powerful brand in the world this year of 2013?
1. Apple
Reuters
Brand value: $98.3 Billion
Last year's rank: 2
Change in value: Up 28%
After a massive 129% leap in value in last year's rankings, Apple didn't have far to go to take over the number one spot. Here's how Interbrand put it:
"Every so often, a company changes our lives, not just with its products, but also with its ethos. This is why, following Coca-Cola’s 13-year run at the top of Best Global Brands, Interbrand has a new #1—Apple. Few brands have enabled so many people to do so much so easily, which is why Apple has legions of adoring fans, as evidenced by the record-breaking launch of the iPhone 5c/5s. For revolutionizing the way we work, play, and communicate—and for mastering the ability to surprise and delight—Apple has set a high bar for aesthetics, simplicity, and ease of use that all other tech brands are now expected to match, and that Apple itself is expected to continually exceed."
Last year's rank: 2
Change in value: Up 28%
After a massive 129% leap in value in last year's rankings, Apple didn't have far to go to take over the number one spot. Here's how Interbrand put it:
"Every so often, a company changes our lives, not just with its products, but also with its ethos. This is why, following Coca-Cola’s 13-year run at the top of Best Global Brands, Interbrand has a new #1—Apple. Few brands have enabled so many people to do so much so easily, which is why Apple has legions of adoring fans, as evidenced by the record-breaking launch of the iPhone 5c/5s. For revolutionizing the way we work, play, and communicate—and for mastering the ability to surprise and delight—Apple has set a high bar for aesthetics, simplicity, and ease of use that all other tech brands are now expected to match, and that Apple itself is expected to continually exceed."
2. Google
Brand value: $93.3 Billion
Last year's rank: 4
Change in value: Up 34%
Google leapfrogged IBM and Coca-Cola in this year's rankings with its work on space-age innovations like Google Glass and the self-driving car. The company tightened its stranglehold on the web search market and has made itself ubiquitous to even the least tech-savvy of consumers.
Though there remains some confusion between different Google brands like YouTube and Android, its extraordinary innovation should keep it near the top of this list for the foreseeable future.
Last year's rank: 4
Change in value: Up 34%
Google leapfrogged IBM and Coca-Cola in this year's rankings with its work on space-age innovations like Google Glass and the self-driving car. The company tightened its stranglehold on the web search market and has made itself ubiquitous to even the least tech-savvy of consumers.
Though there remains some confusion between different Google brands like YouTube and Android, its extraordinary innovation should keep it near the top of this list for the foreseeable future.
3. Coca-Cola
Brand value: $79.2 Billion
Last year's rank: 1
Change in value: Up 2%
The world's most recognizable brand took a tumble from the No. 1 spot it had held for 13 straight years. This isn't so say the soft drink brand did anything wrong. In 2013, Coke was named the Creative Marketer of the Year at the advertising industry's most important awards show for its fresh takes on interactive marketing like the the stunt video it made prior to 007 Skyfall's release.
But despite its best efforts, Coca-Cola couldn't keep up with the two rapidly growing tech companies that surpassed it.
Last year's rank: 1
Change in value: Up 2%
The world's most recognizable brand took a tumble from the No. 1 spot it had held for 13 straight years. This isn't so say the soft drink brand did anything wrong. In 2013, Coke was named the Creative Marketer of the Year at the advertising industry's most important awards show for its fresh takes on interactive marketing like the the stunt video it made prior to 007 Skyfall's release.
But despite its best efforts, Coca-Cola couldn't keep up with the two rapidly growing tech companies that surpassed it.
4. IBM
IBM
Brand value: $78.8 Billion
Last year's rank: 3
Change in value: Up 4%
Big Blue continues to innovate, filing the more patents than any other company for the 20th consecutive year. The company is expanding its outreach to developing countries opening 144 offices in such regions in 2012. The companies revenues, however, continue to be an issue.
Last year's rank: 3
Change in value: Up 4%
Big Blue continues to innovate, filing the more patents than any other company for the 20th consecutive year. The company is expanding its outreach to developing countries opening 144 offices in such regions in 2012. The companies revenues, however, continue to be an issue.
5. Microsoft
Reuters
Brand value: $59.5 Billion
Last year's rank: 5
Change in value: Up 3%
Microsoft has streamlined its many products under its "One Microsoft" restructuring to maintain a consistent approach across product lines. Whomever follows Steve Ballmer as CEO will be charged with steering the company's shift from the software business to the hardware business.
Last year's rank: 5
Change in value: Up 3%
Microsoft has streamlined its many products under its "One Microsoft" restructuring to maintain a consistent approach across product lines. Whomever follows Steve Ballmer as CEO will be charged with steering the company's shift from the software business to the hardware business.
6. GE
Brand value: $46.9 Billion
Last year's rank: 6
Change in value: Up 7%
GE has positioned itself as a leader in the expansion of "Big Data" by investing $1.5 billion to connect its machines to enterprise software and the internet. It's "Brilliant Machines" campaign has been a winner as the company continues its slow and steady growth.
Last year's rank: 6
Change in value: Up 7%
GE has positioned itself as a leader in the expansion of "Big Data" by investing $1.5 billion to connect its machines to enterprise software and the internet. It's "Brilliant Machines" campaign has been a winner as the company continues its slow and steady growth.
7. McDonald's
Brand value: $42 Billion
Last year's rank: 7
Change in value: Up 5%
McDonald's worked hard to strengthen its brand after its first global sales decline in nine years. The Golden Arches has adapted well to consumers' desire for more nutritious options by rolling out menu items like the Egg White Delight and Premium Chicken Wraps.
Its commitment to opening more of its nicer McCafe locations has helped make it more accessible.
Last year's rank: 7
Change in value: Up 5%
McDonald's worked hard to strengthen its brand after its first global sales decline in nine years. The Golden Arches has adapted well to consumers' desire for more nutritious options by rolling out menu items like the Egg White Delight and Premium Chicken Wraps.
Its commitment to opening more of its nicer McCafe locations has helped make it more accessible.
8. Samsung
Verizon / Facebook
Brand value: $39.6 Billion
Last year's rank: 9
Change in value: Up 20%
Samsung continues to make strides toward challenging Apple's primacy as the coolest brand in smartphones, targeting millennials with celebrity endorsers like Jay Z and LeBron James. The company has gained ground by stressing the interconnectivity of its products and how that interconnectivity improves the lives of its customers.
Last year's rank: 9
Change in value: Up 20%
Samsung continues to make strides toward challenging Apple's primacy as the coolest brand in smartphones, targeting millennials with celebrity endorsers like Jay Z and LeBron James. The company has gained ground by stressing the interconnectivity of its products and how that interconnectivity improves the lives of its customers.
Brand value: $37.2 Billion
Last year's rank: 8
Change in value: Down 5%
With tablets and smartphones becoming increasingly prominent, Intel's challenge will be figuring out how to make "Intel inside" as relevant to consumers as it was during the PC era. The company's new leadership team is already reorganizing important business groups and researching new types of
Last year's rank: 8
Change in value: Down 5%
With tablets and smartphones becoming increasingly prominent, Intel's challenge will be figuring out how to make "Intel inside" as relevant to consumers as it was during the PC era. The company's new leadership team is already reorganizing important business groups and researching new types of
Read more: http://www.businessinsider.com/these-are-the-20-most-valuable-brands-in-the-world-2013-9?op=1#ixzz2izBlzxQ9
Brand value: $35.3 Billion
Last year's rank: 10
Change in value: Up 17%
Toyota was able to rebound from challenges in 2010 and 2011 by focusing itself on great design and the joy of adventure. The brand is boosted by the cool factor of the Prius line while the affordable and sturdy Camry drives sales.
Last year's rank: 10
Change in value: Up 17%
Toyota was able to rebound from challenges in 2010 and 2011 by focusing itself on great design and the joy of adventure. The brand is boosted by the cool factor of the Prius line while the affordable and sturdy Camry drives sales.
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