Tech titans Apple and Google have nabbed first and second spot respectively in a ranking of the world’s most recognisable brands, unseating Coca-Cola for the first time ever in the history of the Interbrand report.
The dethroning occurred in the brand consultancy’s 14th run down of the 100 most valuable global brands, knocking Coca-Cola down two pegs to third.
Interbrand based their report on three key aspects of brand performance; its financial performance, role in influencing consumer behaviour and price premium attached to the brand.
Jez Frampton, Interbrand’s global chief executive officer, said: “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, Apple now ranks #1. Tim Cook has assembled a solid leadership team and has kept Steve Jobs’ vision intact – a vision that has allowed Apple to deliver on its promise of innovation time and time again.”
A number of new entrants also made the grade this year, amongst them Discovery, Duracell and Chevrolet, moreover the total valuation of all 100 brands rose a record 8.4 per cent over last year’s total to hit $1.5tn.