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Google Overtakes Apple to Become World's Most Valuable Brand [Chart]

Google Overtakes Apple to Become World's Most Valuable Brand [Chart]

Posted May 21, 2014 at 2:17am by iClarified · 12461 views
Google has overtaken Apple to become the world’s most valuable global brand in the 2014 BrandZ Top 100 Most Valuable Global Brand ranking. Apple held the top spot for the past three years. Google's brand is now worth $159 billion, an increase of 40% year on year.

After three years at the top, Apple slipped to No 2 on the back of a 20% decline in brand value, to $148 billion. Whilst Apple remains a top performing brand, there is a growing perception that it is no longer redefining technology for consumers, reflected by a lack of dramatic new product launches. The world’s leading B2B brand, IBM, held onto its No 3 position with a brand value of $108 billion.

Nick Cooper, Managing Director of Millward Brown Optimor, commented on the number one brand, “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.”

The BrandZ Top 100 Most Valuable Global Brands study, commissioned by WPP and conducted by Millward Brown Optimor, is now in its ninth year. Notably, the combined value of the Top 100 has nearly doubled since the first ranking was produced in 2006. The Top 100 today are worth $2.9 trillion, an increase of 49% compared with the 2008 valuation, which marked the start of the banking and currency crisis.

Key Findings:
● Share of Life: Successful brands such as Google (No 1 brand), Facebook, Twitter, Tencent and LinkedIn are more than just tools, they have become part of our lives. They offer new forms of communication that absorb people’s attention and imagination, while also helping them organize the rest of their lives at the same time. To gain more of our mind-space, brands such as Tencent and Google are even crossing categories. This trend also pushed No 1 Apparel brand Nike, a prime example of a brand seeking to become a share of life brand which offers services such as Nike+ that extend well beyond its functional raison d’etre.

● Purpose beyond Profit: Brands in business for reasons beyond the bottom line have a better chance of success in today’s world. For example, Pampers, which promotes mother and baby health issues, is at No 39 in the ranking and grew its value by 10% to $22.6 billion. Dove, which has continued to find huge success on the back of its “real women” philosophy, has a brand value of $4.8 billion.

● Apparel fastest growing category: The top 10 Apparel brands grew in value by 29% to nearly $100 billion this year, outpacing Cars (up 17%) and Retail (up 16%). With brands such as Uniqlo, Nike and Adidas all recording double-digit increases in their valuation.

● Technology service companies continue to climb: Not only are the top four brands technology companies, but so too are many of this year’s biggest risers. This year’s fastest climber was leading Chinese internet brand Tencent, up 97% to $54 billion and the No 14 position, followed by Facebook which rose 68% to $36 billion and took the No 21 spot. New brands in the Top 100 include Twitter at No 71 with a brand value of $14 billion and LinkedIn at No 78 worth $12 billion. Collectively, Technology companies make up 29% of the value of the BrandZ Top 100 ranking.

● High value brands provide faster growth: An analysis of the BrandZ rankings as a “stock portfolio” over the last nine years shows a highly favorable performance compared to a wider stock market index, the S&P500. While the value of the companies in the S&P500 index grew by 44.7%, the BrandZ portfolio grew by 81.1%, proving that companies with strong brands are able to deliver better value to their shareholders. A graphic is available here.

● Brands from the Western World bounced back in 2014, with a greater proportion of both the number and value of brands within the top 100. This reflected the resilience of established brands and the breakthrough of new brands, as well as improved economic conditions. As a result, the number of brands from fast growing economies slipped in 2014. China, with 11 brands, continues to have the largest representation, two Russian brands, Sberbank and MTS, remain in the ranking, and mobile operator MTN is Africa’s representative for the third consecutive year.

Take a look at the chart below or hit the link for the full report...

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Google Overtakes Apple to Become World's Most Valuable Brand [Chart]
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Ankos - May 23, 2014 at 7:30pm
Butthurts are everywhere. I said everywhere.
Fukscrawn John
Fukscrawn John - May 23, 2014 at 7:57pm
Up the strolls ass continuing to get their rashes.
AaronL - May 21, 2014 at 1:43pm
This is not rocket science and applied nuclear physics although it may help. Basically from a business point of point of view, there's a 20% gain in market share with Google products. I don't know why people insist on droning on about Samsung. These are the type of people that slate them and own a television by Samsung.
Apple Dumb
Apple Dumb - May 21, 2014 at 1:50pm
Another dumbass that can see or just won't see, maybe can really read, please reas again: it's 40%,40%,40% where do you see 20% you DumbFuck,,,.......Google has overtaken Apple to become the world’s most valuable global brand in the 2014 BrandZ Top 100 Most Valuable Global Brand ranking. Apple held the top spot for the past three years. Google's brand is now worth $159 billion, an increase of 40% year on year. Android is the reason, there are more Android phones outhere that stupid ios shit.
AaronL - May 21, 2014 at 5:19pm
Really you people who give such disparaging remarks need to leave the school playground. It's like a coversation with a bunch of delinquents. What i meant that's a 20% between Apple and Google in terms of market gain. Apple lost 20% and Google gained 40%, making a direct comparison between both profits. This blog is full of ignorant and incredibly narrow minded fools. I'm not stooping to your level. Besides anyone can act the hardman when they're hiding behind an ip address.
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