Apple has managed to overtake America’s most valuable brand, Coco-Cola, this year which is an impressive accomplishment considering it is 90 years younger than Coke.
The brand consulting firm Interband has reported that Apple’s brand is worth about $100 billion, which was finally enough to dethrone Coca-Cola. Coming in at second was Google, with Coca-Cola in third and IBM coming in fourth.
Every so often, a company changes our lives, not just with its products, but also with its ethos. This is why, following Coca-Cola’s 13-year run at the top of Best Global Brands, Interbrand has a new #1—Apple. Few brands have enabled so many people to do so much so easily, which is why Apple has legions of adoring fans, as evidenced by the record-breaking launch of the iPhone 5c/5s. For revolutionizing the way we work, play, and communicate—and for mastering the ability to surprise and delight—Apple has set a high bar for aesthetics, simplicity, and ease of use that all other tech brands are now expected to match, and that Apple itself is expected to continually exceed.
From our perspective, Apple’s internal brand strength has remained steady. CEO Tim Cook has assembled a solid team that is aligned around the Apple vision, which has allowed them to deliver against the promise time and time again. There’s been a lot of change at the top in the last 12 months, but the alignment of both hardware and software design under Jonathan Ive is a major step toward maintaining focus. A shrewd move, perhaps, given the stiffer than ever competition over the last 12 months: Samsung is now the world’s most profitable smartphone manufacturer, Google has expanded Android and its maps still seem to be the “preferred” route, and Windows Phone 8 certainly raised more than a few eyebrows.
Despite the fact that you wouldn’t be able to tell looking at Apple’s stock prices, the Fruit Company is having a huge couple of months. Not only has it just introduced two new iPhone models that went on to sell over 9 million units in the opening weekend, but it’s also set to unveil the future of the iPad in October.
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