ACHINGLY COOL BRAND Apple has been awarded the title of Most Valuable Brand by brand tracking outfit Interbrand.
At Interbrand, Apple is now assessed to be worth more than Coca Cola, unseating the seller of sweetened water from the top spot it held for 13 years.
Apple, in case you missed it, sells iPhones, iPods and iPads. These are now almost as ubiquitous as the fingers and ears that they are glued to.
Anyone who is unsure about the popularity of the Apple brand should consider that it sold nine million new iPhones last week. Or, you could refer to the Interbrand list that tags it as the most valuable company going.
"Every so often, a company changes our lives - not just with its products, but with its ethos. This is why, following Coca-Cola's 13-year run at the top of Best Global Brands, Apple now ranks [number one]," said Interbrand CEO Jez Frampton.
"Tim Cook has assembled a solid leadership team and has kept Steve Jobs' vision intact - a vision that has allowed Apple to deliver on its promise of innovation time and time again."
This caps a month when many thick, black-framed spectacles peered up from behind Mac computers and winked in the direction of Cupertino. Last week the firm won the UK Coolbrands survey, which is authored by such names as Rizzle Kicks.
"In today's global and social media-obsessed marketplace, brand leaders recognize the need to be highly collaborative," added Frampton on Apple's inclusion on the Interbrand list.
"The top 100 most valuable global brands are unlocking their value by participating, listening, learning, and sharing - and not just with leaders from within their organisation, but with consumers too. Brands that learn to think differently about the role they play in consumers' lives - and how to fulfill that role - have an opportunity to change the world in ways they never imagined."
Thirteen years ago Apple placed at number 36 and had a brand value of $6.6bn. Now in first place, its value is pegged at $98.3bn.
While it was in first place before, Coca Cola is now in third place behind Google. IBM is in fourth place and Microsoft is fifth.
Further down the list appear brands like Gap, Starbucks and Kleenex. Any hipsters out there drinking frothy lattes should consider sitting around blowing their noses instead. Kleenex is considered to be a better brand than the bean grinder, but is not as groovy as Johnson & Johnson. µ
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