The beverage maker is the most valuable brand in the world, according to Interbrand’s annual ranking. Coke’s brand value increased by 8 percent to $77.9 million. For at least the past three years, Coke has been atop the list.
The big story, however, is Apple, which saw a jaw-dropping 129 percent spike in brand value, boosting the company to No. 2, up six spots from No. 8 in 2011.
By way of explanation, Interbrand said the public’s connection with Apple goes beyond its products. “It’s really a certain kind of thinking, a certain set of values, and an unmistakable human touch that pervades everything Apple does—which is why our connections to the brand transcend commerce,” the study said.
Apple was the list’s biggest riser.
IBM, Google, and Microsoft round out the top five. Microsoft is the only company to that cracked the top 10 but saw a decline in value.
To determine brand value, Interbrand looks at three factors: financial performance, the role of brand in the purchase decision process, and strength of the brand.