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The world's most valuable brand is now...

by Otis Day

Coca-Cola is no longer the world's most valuable brand.

The soft drink giant has lost its crown to Apple and Google, falling from first place for the first time since consulting firm Interbrand starting releasing lists of the world's 100 most powerful brands in 2000.

Coca-Cola's value has actually increased since last year, by 2% to $79.2 billion, but Apple surged 28% to $98.3 billion, putting it in top spot after being ranked second last year and eighth in 2011.

Marketing experts say technology firms dominate the top ten and have become the "poster child of the marketing community.

"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. They have literally changed the way we live our lives." 

Get the full story from nytimes.com