Google overtakes Apple as most valuable global brand

It's the second time the company has topped the list in the past three years

Zlata Rodionova
Wednesday 08 June 2016 17:43 BST
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The message 'I'm feeling lucky' is seen on the facade of the entrance of Google's Paris headquarters
The message 'I'm feeling lucky' is seen on the facade of the entrance of Google's Paris headquarters

Google has regained the title of the “most valuable global brand” from Apple in a new ranking of the world’s top brands.

It's the second time the company has topped the list in the past three years, after fighting Apple for the first spot, according to BrandZ ranking, an annual report by Millward Brown, a brand consultancy.

The report tracks the worth of the world’s best brands and is based on interviews with more than 3 million consumers as well as data on each company’s financial and business performances.

Continual innovation has pushed Google back to the top spot in the global ranking, increasing its brand value by 32 per cent to $229 billion.

Apple, meanwhile, has experienced an 8 per cent decline in its brand value, which is likely due to the fact it has not launched any new big products this year, according to Millward Brown.

In what has so far been a difficult year for Apple, the company has also reported falling revenues for the first time in over a decade in April. The Apple watch, which the company launched in April, has not yet reached mainstream appeal.

In a ranking dominated by tech firms, Microsoft remained third growing 5 per cent to $112 billion. Facebook and Amazon entered the top ten for the first time ranking fifth and seventh respectively.

Overall the value of the world's top 100 brands grew to $3.4 trillion over the last year, up three per cent on the previous year despite economic factors such as low oil prices and an economic slowdown in China.

David Roth, CEO EMEA and Asia at the Store WPP said the brands that thrive are those that behave like “challengers” and are ready to “disrupt mindsets” such as shown by Google, Amazon and Facebook.

“They’re [successful brands] shaking up other categories with innovation that goes beyond new products or technologies – transforming the way a service is delivered, enhancing the consumer experience or changing a format.

“The power these brands already hold, combined with the strength of their platforms, is enabling them to quickly and successfully move across sectors,” Roth said.

The 10 most valuable brands in the world:

1. Google

The new chat app will be released this summer

Brand value: $229.2 billion

Percentage change from last year: +32%

Last year's rank: 2

2. Apple

Apple CEO Tim Cook in San Francisco last September – before these results were announced, the company had experienced 51 quarters of growth

Brand value: $228.5 billion

Percentage change from last year: -8%

Last year's rank: 1

3. Microsoft

Apple and Google have also responded to claims that the CIA took advantage of unknown vulnerabilities in iOS and Android

Brand value: $121.8 billion

Percentage change from last year: +5%

Last year's rank: 3

4. AT&T

Brand value: $107.4 billion

Percentage change from last year: +20%

Last year's rank: 6

5. Facebook

Students want access to Facebook in their workplace, more than promotions and bonuses

Brand value: $102.6 billion

Percentage change from last year: +44%

Last year's rank: 12

6. Visa

Donald hasn't had a credit card since he finally paid off his last one

Brand value: $100.8 billion

Percentage change from last year: +10%

Last year's rank: 5

7. Amazon

Amazon parcels await distribution

Brand value: $98.9 billion

Percentage change from last year: +59%

Last year's rank: 14

8. Verizon

Around 39,000 workers have gone on strike

Brand value: $93.2 billion

Percentage change from last year: +8%

Last year's rank: 7

9. McDonald’s

Staff from two McDonald's restaurants are staging a walkout

Brand value: $88.6 billion

Percentage change from last year: +9%

Last year's rank: 9

10. IBM

IBM pulled the campaign less than a week after it was introduced

Brand value: $86.2 billion

Percentage change from last year: -8%

Last year's rank: 4

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