Google leapfrogs Apple to claim BrandZ most valuable global brand title

Google has overtaken Apple as the world's most valuable brand, according to the BrandZ Top 100 ranking, having grown 40% in the last year, while arch rival Apple fell 20%.

Google has overtaken Apple as the world's most valuable brand, according to the BrandZ Top 100 ranking, having grown 40% in the last year, while arch rival Apple fell 20%.

BrandZ’s Top 100 Most Valuable Global Brands 2014 report underlined a return of confidence and growth to the global economy, with overall brand value up 12% across all product categories.

Google, which ranked second in the 2013 rankings, has grown 324% in brand value to $158.8 billion since the inception of BrandZ in 2006, while Apple has grown 826% to $147.8 billion.

New entrants in the top 10 included Amazon (10th) with a brand value of $64.2 billion, up four places since 2013 and the first retail brand to ever make the BrandZ top 10.

Facebook (21st) became the second-fastest-rising brand with its 68% hike in brand value to $35.7 billion

The rise of social media was reflected elsewhere in the report, with Twitter (71st) and LinkedIn (78th) making their BrandZ debuts.

Geographically, the prevalence of brands in the top 100 from the UK and North America reflected the fastest-recovering markets, while growth in the BRIC regions slowed. Although subject to a slowdown in growth, China retained a major presence in the global ranking, with 11 brands, only one fewer than in 2013.

Apparel was the strongest-performing sector, up 29%. Those categories showing the least growth were oil and gas (up 3%), followed by soft drinks (up 4%).

The report was conducted by Millward Brown Optimor on behalf of WPP. It is compiled on the basis of interviews with more than 150,000 consumers annually in more than 30 countries to assess attitudes and relationships with more than 10,000 brands.

Findings are used in combination with information from a database of over 2 million consumers as well as data from companies’ financial performance.

This story originally appeared on the website of Marketing.

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