Google has been ranked number one most valuable global brand in the 2014 BrandZ Top 100 Most Valuable Global Brand ranking.
Google overtook Apple in the 2014 global brand ranking by Millward Brown, a UK-based market research company, to clinch the top spot.
Apple had consistently retained the top spot for three years before slipping to number two in the 2014 ranking. Google’s brand value rose by 40 per cent to $159 billion while that of Apple declined by 20 per cent to $148 billion, compared with the 2014 value.
Nick Cooper, Managing Director of Millward Brown Optimor, says, “Google has been hugely innovative in the last year with Google Glass, investments in artificial intelligence and a multitude of partnerships that see its Android operating system becoming embedded in other goods such as cars. All of this activity sends a very strong signal to consumers about what Google is about and it has coincided with a slowdown at Apple.”
IBM retained the number three spot, with Microsoft climbing from number seven in 2013 to clinch the number four spot. The duo attracts brand values of $107.5 billion and $90 billion respectively. With this latest ranking, the first four global brands are technology firms.
The BrandZ Top 100 Most Valuable Global Brands study which started in 2006 uses “the views of potential and current buyers of a brand, alongside financial data, to calculate brand value.”