The brand management firm Interbrand today released its list of the 100 most valuable brands in the world, and there's a new sheriff in town.
After 13 consecutive years at the top of the Interbrand 100, Coca-Cola has been replaced by Apple. The world's most popular soft drink wound up falling to No. 3 on the list.
Apple's ascension was indicative of technology's dominance as the most valuable brand sector. The tech industry accounted for seven of the 10 most valuable brands and four of the five brands that saw the biggest jump in value from 2012.
To conduct its study, Interbrand measured the amount of money companies took in, how important their brand was in turning those profits, and how each brand stacked up against its competitors.
Brand value: $18.5 Billion
Last year's rank: 21
Change in value: Up 7%
Honda's success lies in large part in keeping its existing customers happy. According to Interbrand's report, Honda outperforms the majority of its peers in customer retention rate.
With an increasingly crowded market, Interbrand says that to keep its spot, Honda will have to work hard to add new customers in addition to keeping its old ones.
Brand value: $23.6 Billion
Last year's rank: 20
Change in value: Up 27%
Amazon increased its brand value with its March acquisition of the social book recommendation site Goodreads. In doing so, Interbrand says Amazon helped increase the sense of community its users feel without intruding on their privacy or leisure time.
Brand value: $24.1 Billion
Last year's rank: 18
Change in value: Up 9%
Oracle sailed back into the No. 18 spot with several strategic acquisitions in 2013. But in order to improve its brand in the future, Interbrand says that Oracle will have to work to erase the idea that it is growing old, but not growing up.
To do this, the report says Oracle needs to increase its messaging and form a more emotional connection to consumers.
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