For the first time in the history of Interbrand’s Best Global Brands report, there is a new number one brand: Apple.
Google jumped to number two on the list and Coca-Cola, the brand that held the number one position for 13 consecutive years, fell to number three.
Apple has appeared on Interbrand's Best Global Brands ranking since 2000, when the ranking debuted. In 2000, Apple ranked #36 and had a brand value of $6.6 billion. Today, Apple's brand value is $98.3 billion—almost 15 times as much as in 2000.
The total 2013 value of all 100 Best Global Brands is $1.5 trillion—an 8.4% increase over the total value of the 100 Best Global Brands in 2012.
For the ranking, Interbrand examined 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
Below, the top 49 brands on Interbrand's 2013 ranking:
Below, Interbrand's most valuable global brands ranked 50-100:
2013 Top Rising Brands: Facebook, Google, Prada, Apple, Amazon
- Facebook (#52, +43%): Facebook is the only social media brand to claim a position on this year's Best Global Brands ranking. The company succeeded in boosting both revenue and earnings per share in the past year—and surpassed Wall Street's expectations in the process. Facebook also increased its global user base 26% since its IPO over a year ago.
- Google (#2, +34%): Due to evolutionary changes to its core offerings (search, Android, and Gmail) and new innovations like Google Glass and its self-driving car, Google's brand value increased 34%—making it this year's number two brand and the second top rising brand after Facebook.
- Prada (#72, +30%): The iconic Italian luxury fashion brand emerged as Interbrand's third top riser this year with a brand value increase of 30%.
- Apple (#1, +28%): Despite having its reputation tarnished by patent spats with Samsung and the Foxconn labor conditions scandal, the Apple brand proved to be resilient and emerged as not only the leader in this year's Best Global Brands report, but also a top riser.
- Amazon (#19, +27%): The e-commerce retailer increased brand value 27% in 2013. It continues to differentiate itself from rivals by taking on initiatives such as the Amazon Appstore, which provides a comprehensive mobile experience for Google Android devices.
2013 New Entrants: Discovery, Duracell, Chevrolet
- Discovery (#70): The Discovery brand made its debut on the Best Global Brands ranking after a record-breaking year. Discovery-branded channels are now available in 217 countries and territories and in 45 languages, reaching more than 1.3 billion subscribers outside the US.
- Duracell (#85): Duracell, a Procter & Gamble-owned brand, made a comeback this year after falling off the Best Global Brands ranking in 2010. Until 2010, Duracell had appeared on the ranking each year since 2000. Today, Duracell holds 25% of the global battery market share and is regarded as one of P&G's leading brands.
- Chevrolet (#89): Accounting for roughly 50% of all vehicles GM sells globally, Chevrolet secured a position for the very first time on this year's Best Global Brands ranking.
Out of this year's top 10 brands, seven hail from the tech sector. Furthermore, four tech brands make up this year's top five rising brands: Facebook (#52, +43%), Google (#2, +34%), Apple (#1, +28%), and Amazon, (#19, +27%).
Despite the strong performance of many brands in the sector, a number of tech and consumer electronic brands did not rise, or even earn a position, on this year's ranking. Most notably, one-time category leaders Yahoo and Blackberry fell off the ranking entirely, while Nokia (#57, -65%) experienced the largest decline in brand value in the history of Best Global Brands. Nintendo (#67, -14%), and Dell (#61, -10%) also declined in brand value.
Luxury Brands Stay Strong
Although China's GDP growth has slowed, luxury brands performed solidly in this year's Best Global Brands ranking. Seven of the 100 most valuable brands hail from the luxury sector, and each increased its brand value by five percent or more.
The top luxury brands of 2013 include Louis Vuitton (#17, +6%), Gucci (#38, +7%), Hermes (#54, +23%), Cartier (#60, +26%), Prada (#72, +30%), Tiffany & Co. (#75, +5%), and Burberry (#77, +20%).
Financial Services on the Rise
Eight of the 11 financial services brands in this year's Best Global Brands ranking experienced an uptick in brand value.
American Express led the category at number 23 and increased its brand value 12%. The other top risers in the financial services sector include HSBC (#32, +7%), Goldman Sachs (#44, +12%), Citi (#48, +5%), AXA (#59, +5%), Allianz (#63, +8%), Visa (#74, +11%), and MasterCard (#97, +8%).
Automotive Has a Good Year
Of the 14 automotive brands on the list, nine experienced double-digit percentage increases in terms of brand value.
Top risers included Toyota (#10, +17%), Mercedes-Benz (#11, +6%), BMW (#12, +10%), Honda (#20, +7%), Volkswagen (#34, +20%), Ford (#42, +15%), Hyundai (#43, +20%), Audi (#51, +8%), Porsche (#64, +26%), Nissan (#65, +25%), Kia (#83, +15%), Chevrolet (#89, NEW), Harley-Davidson (#96, +10%), and Ferrari (#98, +6%).
About the research: Interbrand compiled the ranking by analyzing brands' financial performance, role in influencing consumer choice, and ability to command premium prices.
Continue reading "Most Valuable Global Brands: Apple, Google, and Coca-Cola" ... Read the full article
MarketingProfs provides thousands of marketing resources, entirely free!
Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.
Sign in with your preferred account, below.
You may like these other MarketingProfs articles related to Brand Management:
- Be Positioned or Get Positioned: Do's and Don'ts for Transforming the Perception of Your Brand
- How a Unified Brand Multiplies ROI [Infographic]
- How to Authentically Brand Yourself in a Digital World: Eric Yaverbaum on Marketing Smarts [Podcast]
- Seven Pillars of B2B Brand Reputation Management
- The Most Commonly Tattooed Brands [Infographic]
- How to Become a Trusted Voice in the Sustainability Conversation: Purna Virji on Marketing Smarts [Podcast]