Google usurps Apple as world’s most valuable brand

21 May 2014

Apple has been knocked off its perch by Google as the world’s most valuable brand in the Millward Brown Brandz Top 100 Most Valuable Global Brands in 2014 ranking.

Google’s branding stock rose 40pc compared with last year, rising to a brand value of US$158.8m.

Apple’s brand, however, plummeted 20pc to the No 2 position, with a brand value of US$147.8m.

The top 10 global brands in the world after Google and Apple are IBM, Microsoft, McDonalds, Coca-Cola, Visa, AT&T, Marlboro and

It’s interesting to note just how tech-heavy the top 100 list is when you consider the list includes names such as Verizon, General Electric, Tencent, MasterCard, SAP, Facebook, Disney, Baido, Samsung, Oracle, Movistar, HP, Siemens, Yahoo!, Cisco, NTT DoCoMo, Intel and PayPal.

It’s not surprising tech brands now dominate


“Not surprisingly, technology brands dominate the top positions and there is a new No 1,” said Millward Brown CEO Trayvn Rhall.

“Google has knocked Apple off its perch after three years at the top. Apple is performing well but is it still redefining technology for consumers? What is obvious is that the value of technology brands reiterates how they are now an integral part of our lives.

“Apparel is the fastest growing category, with the top 10 apparel brands growing by 29pc, but all brands must continue to innovate and excite consumers to drive their businesses forward, something Google excels at. There is no room for complacency on quality or customer service as a brand’s reputation can be dented in seconds through the power of social media.

“Looking at some of the brands with greatest future potential, as well as Apple and Google, Facebook remains an innovative brand people cannot do without and Amazon is constantly expanding its ecosystem,” Rhall said.

Brand identity image via Shutterstock

John Kennedy is a journalist who served as editor of Silicon Republic for 17 years