Google overtakes Apple as world's top brand

Wednesday 21 May 2014 11.51
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Google's brand value rose by 40% in a year to €115 billion
Google's brand value rose by 40% in a year to €115 billion
Google Glass helped to increase the company's brand value
Google Glass helped to increase the company's brand value

Google has overtaken rival Apple as the world's top brand in terms of value, global market research agency Millward Brown has said.

Google's brand value shot up 40% in a year to $158.84 billion (€115 billion), Millward Brown said in its 2014 100 Top BrandZ report.

"Google has been extremely innovative this year with Google Glass, investments in artificial intelligence and a range of partnerships," said Benoit Tranzer, the head of Millward Brown France.

Google Glass is internet-linked eyewear for which the firm has joined hands with Luxottica, a frame giant behind Ray-Ban and other high-end brands, to sell the new product in the US.

"All these activities send a very strong signal to consumers about the essence of Google," Mr Tranzer said.

Apple, which dominated the top position for three straight years, saw its brand value fall by 20% to $147.88 billion (€108 billion).

The top ten of the 100 slots were dominated by US firms.

IBM was in third place at $107.54 billion (€78 billion), a fall of 4%, followed by Microsoft at $90.19 billion (€66 billion) - a 29% rise.

Fast food chain McDonald's ranked next at $85.71 billion (€63 billion), followed by Coca Cola on $80.68 billion (59 billion).

China led in the insurance sector with Ping An valued at $12.4 billion (€9 billion) and China Life at $12 billion (€8.8 billion).

French luxury goods manufacturer Louis Vuitton ranked 30th overall, but it was the top luxury brand with a value of more than $25 billion (€18 billion).

Brand value is calculated on the basis of the firms' financial performance and their standing among consumers.