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| Customers wait in line outside an Apple Inc. store to purchase at Easton Town Center in Columbus, Ohio, US, on Sept. 20, 2013. (Bloomberg Photo/Luke Sharrett) |
Paris. Coca
Cola has lost its crown as the world’s best brand, a closely watched survey
said on Monday, unseated by the iconic iPhone and iPad maker Apple.
This marks
the first time the soft drink missed the top spot on the “best global brand
report”, a line-up created in 2000 by marketing consultancy Interbrand, a unit
of the Omnicom advertising conglomerate.
“Every so
often, a company changes our lives – not just with its products, but with its
ethos,” said Jez Frampton, Interbrand’s chief executive.
“This is
why, following Coca Cola’s 13-year run at the top of Best Global Brands, Apple
now ranks #1,” he said.
In fact,
Coca Cola dropped two places in 2013, also losing to Google, the search engine,
which came in second place.
Apple has
always been on the list, beginning at #36 in 2000, but has slowly climbed the
ranks.
But
Interbrand warned Apple needed to keep a close eye on archrival Samsung (#9),
especially on the crucial smartphone market.
“To
maintain its number one position over the next year, Apple will have to slow
rival Samsung’s momentum in the mobile market and never lose sight of what it
does best: ‘Think different’,” the consultancy said.
According
to Interbrand, the Apple brand is worth $98.31 billion, a 28 percent rise from
the previous year with the Google brand weighing in at $93.29 billion.
Computing
giants IBM and Microsoft fill out the top five.
Meanwhile,
some recent rising stars have now lost their luster.
Blackberry,
the embattled phone maker, has disappeared from the list completely and Nokia,
once the mobile phone leader, tumbled from 13th place to a lowly 57.
Social
network Facebook meanwhile jumped to the 52 spot from 69.
Agence France-Presse
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