Apple Overtakes Coke as Top Brand

Times are changing and one brand has ousted a 13-year leader in having the “world’s most valuable brand.” Since 2000, Coca-Cola has held that title, but chances are, it’s not going to be a surprise who took the # 1 spot: Apple.

The rate at which Apple rose to number one is astounding. Just two years ago, Apple was in 8th place with an estimated brand value of $33 billion. Now Apple is number one with a brand value estimated at a monstrous $98 billion.

This shift happened when Apple came out ahead of the curve putting the consumer experience first. Jez Frampton, Global CEO of brand consultancy firm Interbrand, put it best: “Every so often, a company changes our lives—not just with its products, but with its ethos.” Apple accomplished this by acknowledging the importance of good design, simplicity and ease of use.