Coca-Cola Dethroned as Best Global Brand
Coca-Cola has been deposed from its top position in Interbrand’s annual Best Global Brands league table, which identifies and examines the top 100 most valuable global brands. Apple claims the top position this year followed by Google with Coca-Cola, the brand that held the number one position for 13 consecutive years, relegated to third place.
“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 number 1,” says Jez Frampton, Interbrand’s global chief executive.
Interbrand’s Best Global Brands methodology was the first of its kind to become ISO certified. It analyzes the many ways a brand benefits an organization, from delivering on customer expectations to driving economic value.
When determining the top 100 most valuable global brands, Interbrand 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.
The other food and beverage brands to feature in Interbrand’s Best Global Brands 2013 ranking are: Pepsi (ranked 22), Kellogg’s (30), Budweiser (31), Nescafe (37), Danone (49), Heinz (53), Nestle (56), Sprite (69), Johnnie Walker (82), Jack Daniels (86), Heineken (92),Corona(93), Smirnoff (95) and Moet & Chandon (99).
