For the first time in the history of brand consultancy Interbrand’s Best Global Brands report, beverage giant Coca-Cola has been pushed from the top spot by computer company Apple.
The Best Global Brands report is published yearly, and identifies the top 100 most valuable global brands. Before 2013, Coca-Cola held the number one position for 13 consecutive years. In 2013, Coca-Cola ranked third, behind Apple and Google.
“Every so often, a company changes our live – not just with its products, but with its ethos,” said Jez Frampton, Interbrand’s Global Chief Executive Officer. “This is why, following Coca-Cola’s 13-year run at the top of Best Global Brands, Apple now ranks number one,” he said.
Interbrand’s Best Global Brands methodology was the first of its kind to become certified by the International Organisation for Standardisation (ISO). The methodology analyses the many ways a brand benefits an organisation, from delivering on customer expectations to driving economic value.
When determining the top 100 most valuable global brands, Interbrand said it examines three key aspects that contribute to a brand’s value:
• The financial performance of the branded products or service
• The role the brand plays in influencing consumer choice
• The strength the brand has to command a premium price or secure earnings for the Company
A ‘New Era of Leadership’ in 2013
In addition to identifying the top 100 most valuable global brands, the 2013 Best Global Brands report also examined the evolving role of leadership as it relates to brands. Interbrand contends that leadership must now be shared. CEOs, CMOs and consumers all have the power to drive the value of the brands they manage or admire, according to Interbrands.
“In today’s global and social media-obsessed marketplace, brand leaders recognise the need to be highly collaborative,” said Mr Frampton. “The top 100 most valuable global brands are unlocking their value by participating, listening, learning and sharing – and not just with leaders from within their organisation, but with consumers too,” he said.
“Brands that learn to think differently about the role they play in consumers’ lives – and how to fulfill that role – have an opportunity to change the world in ways they never imagined,” Mr Frampton said.
Food and beverage brands in the top 100
Food and beverage brands that made the top 100 Best Global Brands list included:
• Coca-Cola, number three, down from number 1 in 2012, with a brand value of US$79.213 billion
• McDonald’s, number 7, the same as in 2012, with a brand value of US$41.992 billion
• Pepsi, number 22, the same as in 2012, with a brand value of US$17.892 billion
• Kellogg’s, number 30, down from number 29 in 2012, with a brand value of US$12.987 billion
• Nescafe, number 37, down from number 35 in 2012, with a brand value of US$10.651 billion
• Danone, number 49, up from number 52 in 2012, with a brand value of US$7.968 billion
• Heinz, number 53, down from number 46 in 2012, with a brand value of US$7.648 billion
• Nestle, number 56, up from number 57 in 2012, with a brand value of US$7.527 billion
• KFC, number 66, down from number 64 in 2012, with a brand value of US$6.192 billion
• Sprite, number 69, down from number 66 in 2012, with a brand value of US$5.811 billion
• Johnnie Walker, number 82, up from number 83 in 2012, with a brand value of US$4.745 billion
• Jack Daniel’s, number 86, up from number 81 in 2012, with a brand value of US$4.642 billion
• Starbucks, number 91, down from number 88 in 2012, with a brand value of US$4.399 billion
• Heineken, number 92, the same as in 2012, with a brand value of US$4.331 billion
• Corona, number 93, down from number 89 in 2012, with a brand value of US$4.276 billion
• Pizza Hut, number 94, down from number 86 in 2012, with a brand value of US$4.269 billion
• Smirnoff, number 95, down from number 90 in 2012, with a brand value of US$4.262 billion
• Moet & Chandon, number 99, down from number 98 in 2012, with a brand value of US$3.943 billion
