Apple triumphs over Google in new WPP study

The iconic brand is crowned #1 in the sixth annual BrandZ Top 100 Most Valued Global Brands, knocking Google from its four-year hold on the top spot.

After four years of sitting comfortably at the top, Google has officially been knocked down the technology brand ladder by Apple, making it this year’s most valued global brand, according to WPP’s annual BrandZ Top 100 Most Valuable Global Brands study.

The study, conducted by WPP research arm Millward Brown Optimor, found that Apple has increased its overall value by 84%, moving it up from last year’s #3 spot on the list.

MBO valued the brand at $153.3 billion, a whopping 859% increase from its 2006 valuation in the study. Also in the top 10 are IBM at #3, Microsoft at #5 and GE in #10.

The study also ranks each brand by category, with McDonald’s ranking as the #1 valued brand in the fast food sector and Budweiser being ranked #1 in the beer category.

Highlights from the study include Facebook’s debut at #35 with a 246% increase in brand value and Amazon, with a brand value increase of 37%, taking the #1 retail brand spot from Walmart. Toyota reclaimed the #1 position in the car brand sector and heritage brands such as Coca-cola are still making a mark in the top 10 list. The top three sectors with the largest product growth were fast food (22%), luxury (19%) and technology (18%).

The entire ranking is available here.