Why Apple, Google Bested Coca-Cola as Top Global Brand

GSV144 Why Apple, Google Bested Coca Cola as Top Global Brand

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Geek Smack: Apple and Google Overtake Coke as Top Global Leaders.

If you looked at the top global brands year after year, you would see that Coke dominated this list at #1 – in fact, its never been anything but #1. However, this last week, Interbrand posted the top 100 global brands and for the first time, Coke took a back seat to not only Apple, but also Google.

Apple rose 28% to 98 million, Google rose 34% to 93 million, while Coca-Cola rose only 2% to 79 million. Following Coke were once 2nd place IBM and 3rd place Microsoft. Rounding off the top 10 of 2013 is McDonalds, Samsung, Intel and Toyota

The leap frog actually started last year when Apple took #2 and Google #4. Apple rose 129% in Global sales – a very major jump for any company. Back in 2002, Apple was hovering around 50th place, while Google was nowhere to be found at that time.

So what made the difference? Innovation. Apple and Google are building new categories of easier to use computers.

Now you may argue that statement because there were tablets long before 2010 and smartphones long before 2007. However, they were not as easy to use as today’s sensitive devices. I loved my HTC 8125 and iPaq and Palm V devices before that. But these new devices spawned more than just an easier to use device.

Apple started the app store, which became duplicated by many. Putting apps into more than just a computer seemed to be a pipe dream back in 2004. Now we have them in TVs, appliances and more.

Coke is coke. Although Coke has many different versions, there are no newer innovations to Coke anywhere to be found – they’ve already tried that. Further, people are more health conscious and are starting to replace one bottle of coke with 16 ounces of water.  Coke stayed ahead of the curve, even in 2010 when beverages as a whole dropped over 6 million in sales.

Does this mean Coca-cola is done being number 1? Not necessarily. People still will technically purchase Coke products more than iPads or Google Glass – those are 2 year products. It may take Coke a few years to get back to #1, but with thought and innovation in the beverage sector, I can see that happen.

In the meantime, the big question will be if Apple can stay #1, if Google can knock them off next year or even if another company like Samsung can rise to be the underdog.


Geek Smack! is a weekly video show and podcast that comes out every Tuesday evening. Your host: Jeffrey Powers – talks tech news, IT news and geek news for the week. Geek Smack! is ©2013 under a Creative Commons no-deriv license. All the leaves are brown and the sky is grey. I’ve been for a walk on a winters day! If you would like more information about what is technology, recent news, Geekazine, and Jeffrey Powers, feel free to contact him. Jeffrey Powers does interviews, just ask!

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About Jeffrey Powers - @geekazine

I am a podcaster and V-Caster. I love to go out and talk tech with anyone. I enjoy talking with startups because they have new and innovative technologies. You can find Geekazine at Google+ and me at my page. I also have shows at Day in Tech History, iPad365, This Week in Google Glass and a Podcast Coach at How to Record Podcasts. You can also sign up for a Helpout