Dive Brief: 

• After a 13-year run at the top, Coca-Cola dropped to the number three spot on Interbrand's list of the 10 most valuable brands, landing behind tech brands Apple and Google. 
• Apple's grab of the number one spot can be attributed to their 28% growth in 2012 to $98.3 billion in value. Coca-Cola's value grew only by 2% to $79.2 billion. 
• This power shift illustrates how leading tech brands have become "the poster child of the marketing community."

Interbrand's Most Valuable Brands for 2013: 

1. Apple
2. Google
3. Coca-Cola
4. IBM
5. Microsoft
6. General Electric 
7. McDonald's
8. Samsung
9. Intel
10. Toyota

Dive Insight: 

Coca-Cola's smart marketing and international reach kept it at the top of the brand list for good reason. The reason brands like Apple and Google have surpassed Coca-Cola is because the technology they produce is changing the way people live in dramatic ways. Research shows a shift in consumer preference toward those that positively change their lives, and with  five of the top ten being tech companies—six if IBM wasn't listed as a service company— this is likely a trend that will continue.