According to a company (Interbrand) that annually ranks top trademarks, Apple has passed Coca-Cola as the world's #1 trademark.  The company's press release can be found here.  For the past 13 years, Coca-Cola had been ranked as the top trademark.   Now, Coca-Cola's trademark is valued at $93 Billion, while Apple's trademark is valued at $98 Billion.

This annual report shows the magnitude of value that trademarks can develop.  Companies often invest significant time and resources in developing and protecting their trademarks.  However, even for small companies with limited resources, when developing trademarks, those companies some consider factors that help determine a trademark's strength.  Otherwise, a company may later find it difficult to switch from a weak trademark to a stronger one, after the public has already begun to associate the company's products or services with a particular mark.