Apple takes over as most valuable brand

Bloomberg NewsSeptember 30, 2013 

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PALO ALTO, CA - SEPTEMBER 20: Apple CEO Tim Cook uses an iPhone to take a picture of customers waiting in front of an Apple store to purchase the new iPhones on September 20, 2013 in Palo Alto, California. Apple launched two new models of iPhone: the iPhone 5S, which is preceded by the iPhone 5, and a cheaper, paired down version, the iPhone 5C. The phones come with a new operating system. (Photo by Justin Sullivan/Getty Images) *** BESTPIX ***

JUSTIN SULLIVAN — Getty Images

— Apple has unseated Coca-Cola as the world’s No. 1 brand, as the company founded by Steve Jobs is a leader in design, performance and focuses on customers, according to a study of the Top 100 brands by Interbrand.

Apple’s brand value jumped 28 percent to $98.3 billion, Google is now in second place at $93.3 billion, and Coca-Cola has slipped from the top seat after 13 years to third place at $79.2 billion.

The annual study, closely watched by the industry, determines a brand’s value by examining its financial performance, role in influencing consumer buying and ability to secure earnings. The Top 10 is rounded out in descending order by IBM, Microsoft, GE, McDonald’s, Samsung, Intel and Toyota. The 100 companies on the Interbrand list have a combined brand value of $1.5 trillion, an 8.4 percent increase from last year.

Technology names were among the biggest climbers. Google’s brand value rose 34 percent, while Samsung’s advanced 20 percent. Yahoo and BlackBerry fell off this year’s ranking. Nokia dropped to 57th place from 19th with the largest decline in brand value in the history of the 14-year study.

New names on the list include Discovery, Duracell and Chevrolet. The fastest-rising brands were Apple, Facebook, Prada, Google and Amazon.

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