Coca-Cola has been knocked off the number one spot as the worlds most valuable brand for the first time in 13 years.
The iconic soft drinks manufacturer has lost its crown to technology giant Apple.
Adding insult to injury it has even slipped to third place, losing out to Google.
Has the latest edition of the highly regarded Best Global Brand Chart signalled the end of an era?
Frankfurt based trader Fidel Helmer thinks not: “It means nothing, Coca Cola has existed for decades and I think it will go on existing for decades in the future. On the other hand I don’t think these big information technology brands will continue for as long because the competition in this sector is intense.”
Analysts do say the jump in hi-tech companies reflects the “fundamental role they play in consumers’ lives”.
IBM and Microsoft round out the top five, with Samsung coming in eighth
Facebook is the biggest riser in 2013, jumping to 52nd place from a lowly 69th last year.
For the record Apple is said to be worth $98.3 billion (72.5B euros). Google $93.3 billion (68.8 billion euros) with Coca-Cola valued at $79.2 billion (58.4 billion euros).