Google or Apple? Which is most valuable brand in the world?

Apple took over from Google as the most valuable brand in the world

They're the two most well-known tech brands in the world. And after years of sparring for the top spot, Google's crown has once again slipped.

According to the Brandz global brand power list by Millward Brown, Google held the number one spot as the most valuable brand for four years from 2007 to 2010. But from 2011 to 2013, it faced stiff competition from Apple who managed to grab the number one slot each year.

Only last year did Google manage to overtake Apple to become number one again, before slipping back to position number two this year.

Apples's brand value was boosted by 67 per cent to £161 billion ($247 billion) from 2014 to 2015, putting it at number one in the top 100 list of most valuable brands.

The global head of Brandz, Doreen Wang, said: "Apple continues to 'own' its category by innovating and leading the curve in a way that generates real benefits for consumers."

"It meets their rational and emotional needs, and makes life easier in a fun and relevant way. Apple is clear on what it stands for, and never stops refreshing its messages to sustain the difference that makes it so desirable."

Google, in second place in the top 100, only had a nine per cent increase in value to £113.5 billion ($173.6 billion) from last year.

According to the report, the total brand value of the top 100 increased by 14 per cent from 2014 to an eye-watering figure of £2.2 trillion ($3.3 trillion) this year.

IBM appeared fourth in the list, despite experiencing a 13 per cent drop in brand value from 2014. The value of McDonald's, at number nine, dropped by five per cent.

The report published a ‘Top 20 Risers’ section, with Facebook topping the list for having a 99 per cent change in brand value between 2014, when it was worth £23.3 billion ($35.7 billion), and 2015. It is now worth £46.5 billion ($71.1 billion) and the company jumped to 12th place from number 21 last year.

In the UK, the top 10 most valuable brands included Vodaphone, worth £25 million ($38.4 billion), Shell, Tesco and Burberry.

Nike was the most valuable in the apparel category, with a value of almost £19.4 billion ($29.7 billion) while Toyota was the most valuable in the car category at £18.8 billion ($28.9 billion).

Some new brands to enter the list included Chinese e-commerce company Alibaba, Indian bank HDFC and SoftBank, a Japanese telecom company.

The Brandz top 100 Global Brands list has been going for 10 years. Microsoft, Coca-Cola, Marlboro, Google and IBM all appeared in the 2006 list and the 2015 list.

Of the top 100, 50 brands were from North America, down from 54 ten years ago. Continental Europe had 19 brands, the UK had 5 and 12 brands were from the other Asia and Australia category. Brands from China took up 14 places in the list – up from just one in 2006.

The list of the top 10 most valuable brands:

1. Apple - £161.3 billion ($246.9 billion)

2. Google - £113.5 billion ($173.6 billion)

3. Microsoft - £75.4 billion ($115.5 billion)

4. IBM - £61.3 billion ($93.9 billion)

5. Visa - £60 billion ($91.9 billion)

6. AT&T - £58.4 billion ($89.4 billion)

7. Verizon - £56.2 billion ($86 billion)

8. Coca-Cola - £54.8 billion ($83.8 billion)

9. McDonald’s - £53 billion ($81.1 billion)

10. Marlboro - £52.5 billion ($80.3 billion)