By Mirembe Martina
Apple is the most valuable brand in the world displacing Coca Cola in a new report.
In the report which is to be released on Monday next week, Apple is among the 100 most valuable brands. The report was compiled by Interbrand, a corporate identity and brand consulting company owned by the Omnicom Group. The company said it has been compiling ‘the Best Global Brands report’ since 2000.
Apple was No. 2 last year, climbing from No. 8 in the 2011 report. “What is it they say, ‘Long live the king’? This year, the king is Apple,” Jez Frampton, global chief executive at Interbrand, said.
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.
Google, which rose from fourth place last year is now in the number two spot. Of the top 10 Best Global Brands for 2013, five are in technology: Apple; Google; Microsoft, No. 5, Samsung, 8, ; and Intel, 9.