At the top of the world's most valuable brands, Coke is no longer it. The soft drink giant has lost its crown to Apple and Google, falling from first place for the first time since consulting firm Interbrand started releasing lists of the world's 100 most powerful brands in 2000, the New York Times reports. Coca-Cola's value has actually gone up since last year, by 2% to $79.2 billion, but that rise was dwarfed by Apple's 28% surge to $98.3 billion, putting it in the top spot after being ranked second last year and eighth in 2011.
Coca-Cola is no slouch at marketing but the technology firms that dominate the top 10 have become the "poster child of the marketing community," Interbrand's chief executive explains. "Brands like Apple and Google and Samsung are changing our behavior: how we buy, how we communicate with each other, even whether we speak with each other," he says. "They have literally changed the way we live our lives."