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Google leapfrogs Apple to claim most valuable global brand title

Google has overtaken Apple as the world's most valuable brand, according to the BrandZ Top 100 ranking, having grown 40% in the last year, while arch rival Apple fell 20%.

Google: leapfrogs Apple for most valuable global brand title

Google: leapfrogs Apple for most valuable global brand title

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BrandZ’s Top 100 Most Valuable Global Brands 2014 report underlined a return of confidence and growth to the global economy, with overall brand value up 12% across all product categories.

Google, which ranked second in the 2013 ranking, has grown 324% in brand value to $158.8bn since the inception of BrandZ in 2006, while Apple has grown 826% to $147.8bn.

New entrants in the top 10 included Amazon (10th) with a brand value of $64.2bn, up four places since 2013 and the first retail brand to ever make the BrandZ top 10.

Facebook (21st) became the second-fastest rising brand with its 68% hike in brand value to $35.7bn.

The rise of social media was reflected elsewhere in the report, with Twitter (71st) and LinkedIn (78th) making their BrandZ debut.

Geographically, the prevalence of brands in the top 100 from the UK and North America reflected the fastest recovering markets, while growth in the BRIC regions slowed. Although subject to a slowdown in growth, China retained a major presence in the global ranking, with 11 brands, only one fewer than in 2013.

Apparel was the strongest-performing sector, up 29%. Those categories showing the least growth were oil and gas (up 3%), followed by soft drinks (up 4%).

The report was conducted by Millward Brown Optimor on behalf of WPP. It is compiled on the basis of interviews with more than 150,000 consumers annually across more than 30 countries to assess attitudes and relationships with more than 10,000 brands.

Findings are used in combination with information from a database of over 2m consumers as well as data from companies’ financial performance.

BrandZ’s Top 100 Most Valuable Global Brands 2014

Rank Name Value Value Chg Rank Chg
#1 Google $158,843M 40% #1
#2 Apple $147,880M -20% #-1
#3 IBM $107,541M -4% #0
#4 Microsoft $90,185M 29% #3
#5 McDonald's $85,706M -5% #-1
#6 Coca-Cola $80,683M 3% #-1
#7 Visa $79,197M 41% #2
#8 AT&T $77,883M 3% #-2
#9 Marlboro $67,341M -3% #-1
#10 Amazon $64,255M 41% #4
#11 Verizon $63,460M 20% #1
#12 GE $56,685M 2% #-1
#13 Wells Fargo $54,262M 14% #0
#14 Tencent $53,615M 97% #7
#15 China Mobile $49,899M -10% #-5
#16 UPS $47,738M 12% #-1
#17 ICBC $42,101M 2% #-1
#18 Mastercard $39,497M 42% #2
#19 SAP $36,390M 6% #0
#20 Vodafone $36,277M -9% #-3
#21 Facebook $35,740M 68% #10
#22 Walmart $35,325M -2% #-4
#23 Disney $34,538M 44% #3
#24 American Express $34,430M 46% #4
#25 Baidu $29,768M 46% #8
#26 Toyota $29,598M 21% #-3
#27 Deutsche Telekom $28,756M 20% #0
#28 HSBC $27,051M 13% #-3
#29 Samsung $25,892M 21% #1
#30 Louis Vuitton $25,873M 14% #-1
#31 Starbucks $25,779M 44% #13
#32 BMW $25,730M 7% #-8
#33 China Construction Bank $25,008M -7% #-11
#34 Nike $24,579M 55% #22
#35 Budweiser $24,414M 20% #-1
#36 L\\\'Or $23,356M 30% #6
#37 Zara $23,140M 15% #-2
#38 RBC $22,620M 13% #0
#39 Pampers $22,598M 10% #-7
#40 The Home Depot $22,165M 20% #1
#41 Herm $21,844M 14% #-1
#42 Mercedes-Benz $21,535M 20% #1
#43 Subway $21,020M 26% #8
#44 Commonwealth Bank of Australia $21,001M 18% #4
#45 Oracle $20,913M 4% #-9
#46 Movistar $20,809M 56% #20
#47 TD $19,950M 12% #-1
#48 ExxonMobil $19,745M 3% #-9
#49 HP $19,469M 19% #5
#50 Ikea $19,367M 61% #24
#51 ANZ $19,072M 15% #1
#52 Gillette $19,025M 7% #-7
#53 Shell $19,005M 8% #-4
#54 Agricultural Bank of China $18,235M -9% #-17
#55 Accenture $18,105M 10% #-2
#56 Colgate $17,668M 2% #-6
#57 Citi $17,341M 30% #7
#58 FedEx $17,002M 24% #4
#59 Siemens $16,800M 36% #13
#60 Gucci $16,131M 27% #8
#61 eBay $15,587M -12% #-14
#62 Orange $15,580M 13% #-2
#63 H&M $15,557M 22% #6
#64 BT $15,367M 61% #30
#65 US Bank $14,926M 9% #-2
#66 Tesco $14,842M -9% #-11
#67 Sinopec $14,269M 9% #0
#68 Bank of China $14,177M 0% #-10
#69 Yahoo! $14,174M 44% #23
#70 Honda $14,085M 14% #1
#71 Twitter $13,837M 0% #0
#72 Cisco $13,710M 16% #5
#73 DHL $13,687M 53% #25
#74 BP $12,871M 12% #4
#75 Sberbank $12,637M 0% #-5
#76 Petrochina $12,413M -7% #-11
#77 Ping An $12,409M 18% #7
#78 LinkedIn $12,407M 0% #0
#79 J.P. Morgan $12,356M 28% #14
#80 MTS $12,175M 14% #2
#81 China Life $12,026M -21% #-24
#82 Woolworths $11,953M 8% #-2
#83 KFC $11,910M 20% #8
#84 Ford $11,812M 56% #0
#85 Westpac $11,743M 17% #3
#86 Intel $11,667M -15% #-25
#87 Chase $11,663M 8% #-6
#88 Pepsi $11,476M -5% #-13
#89 Scotiabank $11,351M 9% #-4
#90 Nissan $11,104M 9% #-4
#91 Santander $11,060M 20% #5
#92 Red Bull $10,873M 3% #-9
#93 MTN $10,221M -11% #-14
#94 Bank of America $10,149M 0% #0
#95 NTT DoCoMo $10,041M 0% #-5
#96 Prada $9,985M 6% #-1
#97 PayPal $9,833M 0% #0
#98 ING Bank $9,771M 29% #0
#99 UBS $9,683M 30% #0
#100 Aldi $9,584M 8% #-1

This article was first published on marketingmagazine.co.uk

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