Apple on top


Daniel Dudek-Corrigan

Apple leads the list of the top global brands of 2013, as discovered in an Interbrand report. Apple Inc. has been in the top 100 brands since 2000, but this is the first year they have been crowned the best global brand. To make the list, companies must be “truly global and needs to have successfully transcended geographic and cultural values,” an Interbrand Report said.

Of all the companies in the United States – and maybe even in the world – Apple Inc. may be one of the most widely known. Their technology is the most widely owned on the market, and they have renamed their version of the computer – the Mac. On Sept. 30, the company reached yet another milestone: they were named the best global brand of 2013.

An Interbrand report said that with “72 million Macs in use and record-breaking sales of both the iPhone and the iPad, Apple has made history by un-seating Coca-Cola and becoming Interbrand’s most valuable global brand of 2013.”

The crowning of Apple as the best global brand upset Coca-Cola, who has headed the list for the past 13 years. Apple has appeared in the top 100 most valuable global companies since 2000, when the report was first published. The company has consistently met the criteria needed to become a global brand.

“[Our mission is to] bring together market, brand, competitor and financial data into a single framework within which a brand’s performance can be assessed,” Jez Frampton, global chief executive at Interbrand, said.

Aside from Apple heading the top 10, Louis Vuitton is number one for luxury brands, and Amazon has been labeled a ‘top riser,’ coming in overall at # 19. In the top 10 global brands, six of them are technology companies. The other four companies are categorized under beverages, restaurants and automotive for Coca-Cola, McDonalds and Toyota, respectively.

“Today’s leaders face extraordinary new challenges and must learn to think differently about their role and how to fulfill it. Those who do may have an opportunity to change the world in ways their predecessors never imagined,” Frampton said.