Coke Still No. 1 Brand, But Tech Giants Loom Large

Just Like in 2011, Last Year, Coke is It: Coca-Cola remains the world’s most valuable brand, but it is facing an increasingly strong challenge from Apple, with other technology brands breathing down its neck, contends a study by Interbrand.

The highlights of the branding consultancy’s annual rankings include:

  • No. 1 Coca-Cola posted an 8% uptick in value to $77.8 billion in brand worth, and was praised for combining a huge reach with innovative marketing and engaging shoppers. 

  • Apple enjoyed the biggest such brand worth increase, 129%, among the top 100 brands. This surge from $33.5 billion to $76.6 billion was fuelled by the success of the iPhone and iPad, and a “set of values” and “human touch” defining its activity, says the study.

  • IBM fell from second to third despite logging an 8% expansion to $75.5 billion. Google took fourth, up by 26% to $69.7 billion, thanks in part to its acquisition of Motorola Mobility.

  • Microsoft, the IT specialist, actually witnessed a 2% decline in its net worth, as pressure rises from competitors such as Apple and Google, and gadgets like tablets undermine the PC sector.

  • New entrants to the list in 2012 include Pampers (No. 34), Facebook (No. 69) and Ralph Lauren (No. 91).

Source: Interbrand

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