北京時(shí)間9月30日上午消息，宏盟集團(tuán)旗下企業(yè)形象及品牌顧問公司Interbrand發(fā)布的最新年度報(bào)告顯示，蘋果已超過可口可樂，成為今年全球最具價(jià)值的品牌。第四至第十名分別是：IBM、微軟、美國(guó)通用電氣公司、麥當(dāng)勞、三星、英特爾、豐田。Interbrand自2000年以來一直編制“最佳全球品牌”報(bào)告。去年排名第1的可口可樂今年下降至第3，這是可口可樂首次失去全球排名第1的地位。Interbrand對(duì)品牌價(jià)值的計(jì)算基于財(cái)務(wù)業(yè)績(jī)等多種指標(biāo)。
Interbrand全球CEO杰茲·弗拉普頓(Jez Freampton)表示，蘋果成為全球排名第1的品牌只是“時(shí)間問題”。蘋果去年排名第2，高于2011年時(shí)的第8。Interbrand在今年的報(bào)告中稱：“很多時(shí)候，一家公司改變我們的生活不僅是由于其產(chǎn)品，也是由于其精神。因此，在可口可樂連續(xù)13年登頂全球最佳品牌之后，Interbrand今年選擇了新的第一名：蘋果。”
Interbrand估計(jì)，蘋果的品牌價(jià)值目前為983億美元，較2012年上升28%?？煽诳蓸返钠放苾r(jià)值同樣出現(xiàn)增長(zhǎng)，但僅同比增長(zhǎng)2%，至792億美元。因此，可口可樂今年被蘋果超過。
在今年的報(bào)告中，排名第2的品牌是谷歌，而去年谷歌排名第4。實(shí)際上，在2013年前10大品牌中，有5家是科技公司，分別為蘋果、谷歌，以及排名第5的微軟、排名第8的三星和排名第9的英特爾。
三星的排名從第9上升至第8。三星執(zhí)行副總裁及首席營(yíng)銷官Sue Shim表示，三星正在采取名為Brand Ideal的全新品牌戰(zhàn)略，這一戰(zhàn)略專注于社交目的。有研究顯示，美國(guó)消費(fèi)者正轉(zhuǎn)向能改善人們生活的品牌。
IBM今年排名第4，較去年下降一位，但I(xiàn)BM并未被歸類為科技品牌，而是企業(yè)服務(wù)品牌。如果將IBM也算作科技品牌，那么前10名中的科技公司將達(dá)到6家。
2013年全球最佳品牌排行榜
| 2013排名 | 2012排名 | 品牌 | 行業(yè) | 2013年品牌價(jià)值（十億美元） | 品牌價(jià)值（％） |
| 1 | 2 | Apple | Technology | 98.316 | 28% |
| 2 | 4 | Technology | 93.291 | 34% | |
| 3 | 1 | Coca-Cola | Beverages | 79.213 | 2% |
| 4 | 3 | IBM | Business Services | 78.808 | 4% |
| 5 | 5 | Microsoft | Technology | 59.546 | 3% |
| 6 | 6 | GE | Diversified | 46.947 | 7% |
| 7 | 7 | McDonald’s | Restaurants | 41.992 | 5% |
| 8 | 9 | Samsung | Technology | 39.610 | 20% |
| 9 | 8 | Intel | Technology | 37.257 | -5% |
| 10 | 10 | Toyota | Automotive | 35.346 | 17% |
| 11 | 11 | Mercedes-Benz | Automotive | 31.904 | 6% |
| 12 | 12 | BMW | Automotive | 31.839 | 10% |
| 13 | 14 | Cisco | Technology | 29.053 | 7% |
| 14 | 13 | Disney | Media | 28.147 | 3% |
| 15 | 15 | HP | Technology | 25.843 | -1% |
| 16 | 16 | Gillette | FMCG | 25.105 | 1% |
| 17 | 17 | Louis Vuitton | Luxury | 24.893 | 6% |
| 18 | 18 | Oracle | Technology | 24.088 | 9% |
| 19 | 20 | Amazon | Retail | 23.620 | 27% |
| 20 | 21 | Honda | Automotive | 18.490 | 7% |
| 21 | 23 | H&M | Apparel | 18.168 | 10% |
| 22 | 22 | Pepsi | Beverages | 17.892 | 8% |
| 23 | 24 | American Express | Financial Services | 17.646 | 12% |
| 24 | 26 | Nike | Sporting Goods | 17.085 | 13% |
| 25 | 25 | SAP | Technology | 16.676 | 7% |
| 26 | 28 | IKEA | Home Furnishings | 13.818 | 8% |
| 27 | 27 | UPS | Transportation | 13.763 | 5% |
| 28 | 36 | eBay | Retail | 13.162 | 20% |
| 29 | 34 | Pampers | FMCG | 13.035 | 15% |
| 30 | 29 | Kellogg’s | FMCG | 12.987 | 8% |
| 31 | 31 | Budweiser | Alcohol | 12.614 | 6% |
| 32 | 33 | HSBC | Financial Services | 12.183 | 7% |
| 33 | 32 | J.P. Morgan | Financial Services | 11.456 | 0% |
| 34 | 39 | Volkswagen | Automotive | 11.120 | 20% |
| 35 | 30 | Canon | Electronics | 10.989 | -9% |
| 36 | 37 | Zara | Apparel | 10.821 | 14% |
| 37 | 35 | Nescafé | Beverages | 10.651 | -4% |
| 38 | 38 | Gucci | Luxury | 10.151 | 7% |
| 39 | 42 | L’Oréal | FMCG | 9.874 | 12% |
| 40 | 41 | Philips | Electronics | 9.813 | 8% |
| 41 | 43 | Accenture | Business Services | 9.471 | 8% |
| 42 | 45 | Ford | Automotive | 9.181 | 15% |
| 43 | 53 | Hyundai | Automotive | 9.004 | 20% |
| 44 | 48 | Goldman Sachs | Financial Services | 8.536 | 12% |
| 45 | 51 | Siemens | Diversified | 8.503 | 13% |
| 46 | 40 | Sony | Electronics | 8.408 | -8% |
| 47 | 44 | Thomson Reuters | Media | 8.103 | -4% |
| 48 | 50 | Citi | Financial Services | 7.973 | 5% |
| 49 | 52 | Danone | FMCG | 7.968 | 6% |
| 50 | 47 | Colgate | FMCG | 7.833 | 2% |
| 51 | 55 | Audi | Automotive | 7.767 | 8% |
| 52 | 69 | Technology | 7.732 | 43% | |
| 53 | 46 | Heinz | FMCG | 7.648 | -1% |
| 54 | 63 | Hermès | Luxury | 7.616 | 23% |
| 55 | 60 | adidas | Sporting Goods | 7.535 | 12% |
| 56 | 57 | Nestlé | FMCG | 7.527 | 9% |
| 57 | 19 | Nokia | Electronics | 7.444 | -65% |
| 58 | 61 | Caterpillar | Diversified | 7.125 | 13% |
| 59 | 58 | AXA | Financial Services | 7.096 | 5% |
| 60 | 68 | Cartier | Luxury | 6.897 | 26% |
| 61 | 49 | Dell | Technology | 6.845 | -10% |
| 62 | 59 | Xerox | Business Services | 6.779 | 1% |
| 63 | 62 | Allianz | Financial Services | 6.710 | 8% |
| 64 | 72 | Porsche | Automotive | 6.471 | 26% |
| 65 | 73 | Nissan | Automotive | 6.203 | 25% |
| 66 | 64 | KFC | Restaurants | 6.192 | 3% |
| 67 | 56 | Nintendo | Electronics | 6.086 | -14% |
| 68 | 65 | Panasonic | Electronics | 5.821 | 1% |
| 69 | 66 | Sprite | Beverages | 5.811 | 2% |
| 70 | N/A | Discovery | Media | 5.756 | NEW |
| 71 | 54 | Morgan Stanley | Financial Services | 5.724 | -21% |
| 72 | 84 | Prada | Luxury | 5.570 | 30% |
| 73 | 75 | Shell | Energy | 5.535 | 16% |
| 74 | 74 | Visa | Financial Services | 5.465 | 11% |
| 75 | 70 | Tiffany & Co. | Luxury | 5.440 | 5% |
| 76 | 77 | 3M | Diversified | 5.413 | 16% |
| 77 | 82 | Burberry | Luxury | 5.189 | 20% |
| 78 | 67 | MTV | Media | 4.980 | -12% |
| 79 | 78 | Adobe | Technology | 4.899 | 8% |
| 80 | 85 | John Deere | Diversified | 4.865 | 15% |
| 81 | 79 | Johnson & Johnson | FMCG | 4.777 | 9% |
| 82 | 83 | Johnnie Walker | Alcohol | 4.745 | 10% |
| 83 | 87 | Kia | Automotive | 4.708 | 15% |
| 84 | 76 | Santander | Financial Services | 4.660 | -2% |
| 85 | N/A | Duracell | FMCG | 4.645 | NEW |
| 86 | 81 | Jack Daniel’s | Alcohol | 4.642 | 7% |
| 87 | 71 | Avon | FMCG | 4.610 | -11% |
| 88 | 91 | Ralph Lauren | Apparel | 4.584 | 14% |
| 89 | N/A | Chevrolet | Automotive | 4.578 | NEW |
| 90 | 80 | Kleenex | FMCG | 4.428 | 2% |
| 91 | 88 | Starbucks | Restaurants | 4.399 | 8% |
| 92 | 92 | Heineken | Alcohol | 4.331 | 10% |
| 93 | 89 | Corona | Alcohol | 4.276 | 5% |
| 94 | 86 | Pizza Hut | Restaurants | 4.269 | 2% |
| 95 | 90 | Smirnoff | Alcohol | 4.262 | 5% |
| 96 | 96 | Harley-Davidson | Automotive | 4.230 | 10% |
| 97 | 94 | MasterCard | Financial Services | 4.206 | 8% |
| 98 | 99 | Ferrari | Automotive | 4.013 | 6% |
| 99 | 98 | Moët & Chandon | Alcohol | 3.943 | 3% |
| 100 | 100 | Gap | Apparel | 3.920 |
5% |