Apple unseats Coke as ‘best brand’

Coca-Cola has lost its crown as the world’s best brand, unseated by the 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.

According to Interbrand, the Apple brand is worth $98.31bn (€72.65bn), a 28% rise from the previous year with the Google brand weighing in at $93.29bn.

Computing giants IBM and Microsoft fill out the top five.