Google Beats Apple as World’s Top Brand

{{US search engine Google has overtaken rival technology titan Apple as the world’s top brand in terms of value, global market research agency Millward Brown said on Wednesday.}}

Google’s brand value shot up 40% in a year to $158.84bn, Millward Brown said in its 2014 100 Top BrandZ report.

“Google has been extremely innovative this year with Google Glass, investments in artificial intelligence and a range of partnerships,” said Benoit Tranzer, the head of Millward Brown France.

Google Glass is internet-linked eyewear for which the firm has joined hands with Luxottica, a frame giant behind Ray-Ban and other high-end brands, to sell the new product in the United States.

“All these activities send a very strong signal to consumers about the essence of Google,” Tranzer said.

Apple, which dominated the top position for three straight years, saw its brand value fall by 20% to $147.88bn.

The top 10 of the 100 slots were dominated by US firms. IBM was in third place at $107.54bn, a fall of 4%, followed by Microsoft at $90.19bn – a 29% rise.

Fast food chain McDonald’s ranked next at $85.71bn, followed by Coca Cola ($80.68bn), it said.

China led in the insurance sector with Ping An valued at $12.4bn and China Life ($12bn).

French luxury goods manufacturer Louis Vuitton ranked 30th overall but was the top luxury brand with a value of more than $25bn.

Brand value is calculated on the basis of the firms’ financial performance and their standing among consumers.