Report: Apple Is Now Most Valuable Brand

Apple has become the most valuable brand in the world, taking the spot from Coca-Cola, which fell to Number 3, according to an annual report out today from Interbrand, a corporate identity and brand consulting company that's been compiling the Best Global Brands report since 2000.

This is the first time Coca-Cola hasn't been in the top spot. Apple was in second place last year, and just two years ago was at Number 8.

The report estimates the value of the Apple brand at $98.3 billion, up 28 percent from the 2012 report.

Coming in at Number 2 was Google, which rose from fourth place last year. Of the top 10 Best Global Brands for 2013, five are in technology: Apple; Google; Microsoft in fifth place, Samsung in eighth place and Intel in ninth.