Gillette gets the highest rank in the industry

FAST-MOVING consumer goods don't have much staying power when it comes to brand equity, according to a new study by Interbrands. The results are in on the 2013 Best Global Brands ranking, and Gillette was highest ranked brand in the household and personal products industry at No. 16. Other companies that cracked the Top 100 include: L'Oréal (39), Colgate-Palmolive (50), J&J (81) and Avon (87).

When determining the top 100 most valuable global brands, Interbrand examines three key aspects that contribute to a brand’s value: The financial performance of the branded products or service; the role the brand plays in influencing consumer choice; and the strength the brand has to command a premium price, or secure earnings for the company.

For the first time in the 14-year history of the awards, there's a new No. 1, as Apple replaced Coca-Cola in the top spot.