Best Global Brand (Spoiler: Coca-Cola is the n.1 no more)

Interbrand has released a list of the 100 most valuable brand in 2013.

The leading position has been won by Apple, whose brand showes a 28% growth and  value of 98,3 billion $. Despite the impressive growth, the Cupertino company was not the fastest growing brand of the list last year. Google has placed itself second, with a 34% jump, while Facebook and Prada has grown with a rate of 48% and 30%. Impressive, right?

On the other side, we have to face the decline of some giants like Intel (-5%), Sony (-8%), MTV (-12%) and Nokia. The last one has won the sad prize of the fastest fall in the survey, losing 65% of its brand value.

Let's see the main points of the survey:

1. Coca-Coca fell to the third place. Technological brands, such as Google and Apple, were predicted to gain the top places of the annual Interbrand list a long time ago. Coca-Cola is still efficient and an outstanding brand marketer, but other IT brands are growing their importance on the marketing panorama.
2. There were no entrants in the top 10 this year. In the total list, 3 new entrant have appeared: Discovery (#70), Duracell (#80), Chevrolet (#89).
3. The most valuable brands are American (57 brands on the list), followed by the European ones.
4. The luxury industry gained some very interesting positions. Hermès benefited from a 23% increase in value, rising 9 spots and gaining the number 53. Prada recorded one of the fastest growth and Cartier raised to number 60.

Image credits: Interbrand