This company kicked Apple from its brand throne
The iPhone maker is no longer the world's most valuable name, a new survey finds.
Google saw a 40 percent year-on-year increase and is now worth to $159 billion, putting it atop Brown Optimor's annual BrandZ list of the 100 most-valuable global brands, commissioned by WPP. The study calculates brand value by looking at its potential and current buyers alongside financial data.
"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," Millward Brown Optimor managing director Nick Cooper said in a statement.
Apple was knocked from the top after a three-year reign, after its brand's value fell 20 percent to $148 billion. The report said a perception that the Silicon Valley giant no longer redefines technology for its customers, as evidenced by a lack of new product launches, was behind the dip.
Still, the fact Google and Apple took first and second place reflects technology brands' growing dominance.
And all together, technology brands were worth the most for the year, at $841.5 billion compared with telecoms at $330 billion and retail with $280 billion.
They trumped regional banks ($251 billion), global banks ($124 billion) and personal banks ($111.5 billion), whose brands recovered after the fallout from the global financial crisis.
The top 100 had a combined value of $2.9 trillion, increasing by 49 percent since 2008. The resurgence is a reflection of global growth that followed the end of the 2007 financial crisis.
"This year's index highlights the end of the recession, with a strong recovery in valuations and, for the first time, real growth across every category and the Top 100 as a whole," David Roth, CEO of The Store, WPP said in a statement.
Continental Europe saw the biggest increase in brand value, and its top 10 valuable brands soared 19 percent. The increase was a reflection of improved outlook for a number of euro zone countries, which had previously been crunched during the region's debt crisis.
In contrast, emerging markets brands struggled, as China's slowing growth and economic weakness in Latin America hurt brand value.
Asia's banks saw their brand values decline, reflecting concerns over China's economy. However, this was offset by the impressive growth of two Chinese technology brands, social network and Internet portal Tencent (TCEHY)and search engine Baidu (BIDU).
Latin America slipped further after suffering a 13 percent decline a year ago. Two Brazillian brands -- oil and gas company Petrobas (PZE) and personal care company Natura -- saw steep declines.
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Apple is their own worst enemy.
Who ranked Apple # 1 for the last 3 years? Samsung with Google would be much larger. And Apple phones have been technically inferior for at least 2 years.
"The resurgence is a reflection of global growth that followed the end of the 2007 financial crisis."
2007 was not the year of a financial crisis and it certainly wasn't "...the end of the 2007 financial crisis." Although U.S. housing peaked in mid 2006 and financial markets peaked in Oct 2007, it wasn't until 2008 those markets really started their downward spiral with panick setting in the Fall of 2008.
The only think worse then their products is WORKING FOR THEM :)
Happy in my new life. Actually getting paid what I am worth :)
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