Feeds

APPLE is the new COCA-COLA: Bubble-beverage globocorp beaten by Foxconn rebrander

And by huge ad firm

Providing a secure and efficient Helpdesk

Apple and Google have overtaken Coca-Cola to be named the number one and two brands in the world, respectively, according to a bunch of consultants.

The fruity firm took the top spot in Interbrand's run down of the world's biggest brands, followed by the web advertising giant in second place. There were five other tech companies in the top ten, which Interbrand said "underscores the fundamental and invaluable role they play in consumers' lives".

All in all, we're told the total value of the top 100 global brands is $1.5 trillion - a 8.4 percent increase on the 2012 list.

Samsung is nipping at Cupertino's heels at number eight, reaching that position despite having "surpassed Apple in smartphone sales and appears to be leading the tech sector in terms of connectivity and home automation".

“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,” said Jez Frampton, Interbrand’s global chief exec.

When drawing up its rankings, Interbrand considers a firm's financial performance, the role it plays in "influencing consumer choice" and "the strength the brand has to command a premium price, or secure earnings for the company". It uses this to suggest a firm's "brand value".

Apple has appeared on the Best Global Brands since the very first list was drawn up in 2000. Back then it ranked at number 36 and was worth a relatively piddling $6.6 billion, according to Interbrand. Now it's right at the top of the list with a brand value of $98.3 billion, which is more than 15 times its original value.

The fruity firm was praised for providing a "seamless omnichannel experience", whatever that means, and that it's able to manipulate the desires of fanbois across the world and then flog them loads of iStuff.

Frampton alleged: “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 organization, but...”

And so on, and so forth.

Google was also bigged up for allegedly making, it says here, "evolutionary changes" to search, Android and Gmail, as well as experimenting with self-driving cars and giving Google Glass headsets to a lucky few beta testers.

The web titan is the second fastest rising brand behind Facebook, which increased its brand value by 43 percent and rose to position 52. Mark Zuckerberg's advertising empire was praised for increasing the number of users who regularly log in by 26 percent since its IPO last year.

The total brand value of the entire tech industry is $443.154 billion, Interbrand concluded.

Here are the top 20 brands:

  1. Apple
  2. Google
  3. Coca-Cola
  4. IBM
  5. Microsoft
  6. General Electric
  7. McDonald's
  8. Samsung
  9. Intel
  10. Toyota
  11. Mercedes-Benz
  12. BMW
  13. Cisco
  14. Disney
  15. HP
  16. Gillette
  17. Louis Vutton
  18. Oracle
  19. Amazon
  20. Honda

Battery builder Duracell also made it onto the list for the first time, albeit at number 85. ®

Choosing a cloud hosting partner with confidence

More from The Register

next story
The 'fun-nification' of computer education – good idea?
Compulsory code schools, luvvies love it, but what about Maths and Physics?
Facebook, Apple: LADIES! Why not FREEZE your EGGS? It's on the company!
No biological clockwatching when you work in Silicon Valley
Lords take revenge on REVENGE PORN publishers
Jilted Johns and Jennies with busy fingers face two years inside
Happiness economics is bollocks. Oh, UK.gov just adopted it? Er ...
Opportunity doesn't knock; it costs us instead
Ex-US Navy fighter pilot MIT prof: Drones beat humans - I should know
'Missy' Cummings on UAVs, smartcars and dying from boredom
Yes, yes, Steve Jobs. Look what I'VE done for you lately – Tim Cook
New iPhone biz baron points to Apple's (his) greatest successes
Sysadmin with EBOLA? Gartner's issued advice to debug your biz
Start hoarding cleaning supplies, analyst firm says, and assume your team will scatter
Edward who? GCHQ boss dodges Snowden topic during last speech
UK spies would rather 'walk' than do 'mass surveillance'
prev story

Whitepapers

Forging a new future with identity relationship management
Learn about ForgeRock's next generation IRM platform and how it is designed to empower CEOS's and enterprises to engage with consumers.
Why and how to choose the right cloud vendor
The benefits of cloud-based storage in your processes. Eliminate onsite, disk-based backup and archiving in favor of cloud-based data protection.
Three 1TB solid state scorchers up for grabs
Big SSDs can be expensive but think big and think free because you could be the lucky winner of one of three 1TB Samsung SSD 840 EVO drives that we’re giving away worth over £300 apiece.
Reg Reader Research: SaaS based Email and Office Productivity Tools
Read this Reg reader report which provides advice and guidance for SMBs towards the use of SaaS based email and Office productivity tools.
Security for virtualized datacentres
Legacy security solutions are inefficient due to the architectural differences between physical and virtual environments.