Apple knocks Coke off ‘most valuable’ brand perch after 13 years

It may be facing criticism over its innovation pipeline but Apple has usurped Coca-Cola for the first time in 13 years to top a list of the world’s most valuable brands.

Apple iPhone 5S

The iPhone maker’s brand has been valued at $98.3bn (£60.83bn) by brand consultancy Interbrand, up 28 per cent year on year. Coca-Cola, which had commanded the top spot since the first list in 2000, fell to third. Coke was valued at $79.21bn (£49bn), an improvement of 2 per cent on 2012’s total but behind the growth registered by Apple in a year where the soft drink giant saw profit hit by weak sales from China and Western European markets.

Coca-Cola was also leapfrogged by Google, which now sits behind Apple in second place with a brand value of $93.29bn (£57.73bn), up 34 per cent year on year. The growth of Google’s Android mobile operating system has boosted its value, while steady improvements in ad spend by clients has increased revenue.

Interbrand’s list – compiled by analysing the brand’s financial performance, its cultural influence, and its ability to command a premium price – is the second ‘most valuable’ list Apple has topped in 2013 after it retained first position in Millward Brown’s poll.It was also named the world’s ‘coolest’ brand earlier this month.

The company, however, has faced criticism this year from observers unimpressed by its latest iPhone launches and the lack of ‘game-changing’ products or services in development.

Other notable gainers are Samsung, up 20 per cent to $39.6bn (£24.5), Amazon, up 27 per cent to $23.62bn (£14.61bn) and eBay, up 20 per cent to $13.16bn (£14.61bn) –  see table, below.

Of those brands heading southward, Nokia’s demise is the most striking. The beleaguered mobile brand, which faces an uncertain future once its acquisition by Microsoft is complete, suffered a 65 per cent drop in value to $7.4bn (£4.6bn).


Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here