For the first time in its 13-year history, Interbrand has a new leader of its annual study of the most valuable brand names: Apple.
The iPhone maker bumped Coca-Cola, which had led the study since it began in 2000, with a brand value Interbrand assessed at $98.3 billion. And reflecting the rising importance of technology in global business and consumer consciousness, Google came in at second place with a brand value of $93.3 billion, well ahead of the soft drink maker’s $79.2 billion value.
Not everyone fared as well in the tech world. As Samsung rose from ninth to eight place with a 20 percent brand value in increase, it traded positions with Intel, which dropped 5 percent. Interbrand bases its assessment on a combination of the company’s financial performance, its role influencing consumer choices, and how well the brand lets a company charge premium prices and deliver profits.
More info: http://www.interbrand.com/en/