Apple has overtaken Coca-Cola as the new most valuable brand in the world, knocking the beverage corporation from its 13-year tenure in the annual
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Apple’s arrival in the top spot was perhaps “a matter of time,” Jez Frampton, global chief executive at Interbrand, said in a recent interview. Apple was No. 2 last year, climbing from No. 8 in the 2011 report. “What is it they say, ‘Long live the king’?” Mr. Frampton asked. “This year, the king is Apple.”
The 2013 report begins: “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, Interbrand has a new No. 1 — Apple.” The report estimates the value of the Apple brand at $98.3 billion, up 28 percent from the 2012 report.