This company kicked Apple from its brand throne

The iPhone maker is no longer the world's most valuable name, a new survey finds.

By MSN Money Partner May 22, 2014 11:56AM
Credit: © Paul Brown/Alamy
Caption: Google Headquarters in Mountain View, Silicon Valley, Calif.By Jessica Morris, CNBC

Google (GOOG) has leapfrogged over Apple (AAPL) to take the top spot in a global ranking measuring the value of the world's biggest brands.

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.


Tech accounted for the top 4 spots, with IBM (IBM) and Microsoft (MSFT) ranked third and fourth, respectively. (Microsoft owns and publishes Top Stocks, an MSN Money site.)


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.


More from CNBC

151Comments
May 22, 2014 2:41PM
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So, it's not hip to get ripped off by Apple anymore?
May 22, 2014 1:59PM
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Are all the iFanboys finally starting to wake up & realize they don't need a new $800 iDevice every other month? 
May 22, 2014 1:25PM
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Apple sucks! Give me Microsoft and Android over Apple any day!
May 22, 2014 2:47PM
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The only thing Apple is good for is in my pie. :)
May 22, 2014 2:14PM
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apple was almost lost to existence once in the 90's.  people will get tired of one iphone/ipad the same shape size etc.. as everyone elses.  producing some special colors will only keep people interested a couple of times.  Apple's biggest fail is the closed loop of their ios system.  if they would just allow other companies to use ios then they may see 100x's the growth they do now but they'll see it in app store purchases, not in hardware sales.  with them limiting the hardware market and app market to just apple.... they are losing out on 100's of millions or perhaps billions of people who may use an ios device, not made by apple, who would in turn use the apple app store to purchase music, games, movies, etc... 
Apple is their own worst enemy.

May 22, 2014 2:42PM
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The NSA of corporations google, is the most valuable.?
Wow no privacy for anyone, anymore with anything.
Thanks goog!
May 22, 2014 3:59PM
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Wrap a dog turd in a sleek looking case and put Apple on it and Gen X & Y will wait in huge lines and pay big bucks for it.
May 22, 2014 3:24PM
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Apple is just a marketing gimmick by Steve Jobs always was. I give him credit for being a very good salesman. I don't know how he got people to buy into all that stuff. A sucker is born every minute.
May 22, 2014 1:45PM
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We still have dial up interweb in Mayberry. 
May 22, 2014 3:58PM
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Do I want hype or do I want to save money?  I chose money.  Switched phones and tablets to Android a year ago.
May 22, 2014 4:05PM
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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.

May 22, 2014 4:12PM
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I foresee Google Glass getting banned by a lot of places.
May 22, 2014 4:33PM
May 22, 2014 4:24PM
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Apple People still don't get it!  Bye, bye!
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I wont have either. All I need is a phone Nothing more.
May 22, 2014 2:39PM
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"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.

Just saying...

May 22, 2014 3:12PM
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Apple expensive.  All are good at what they do.
May 22, 2014 2:38PM
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The only think worse then their products is WORKING FOR THEM :)

Happy in my new life. Actually getting paid what I am worth :)

 

May 22, 2014 5:40PM
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I don't see Google as a brand.  I see Google as a server, an app and a vehicle.  I don't like Apple but I don't like Google anymore for the same reason.  I see Apple as a product, phone and so on. They are both like a virus attaching you and your profile to everything before you can do anything else.  Google may attach itself to android and Microsoft but I've never seen a phone that read "Google" .  Nonetheless, once you use one of these guys, all of your profiles slowly but surely get collected, redirected and trapped.  Then you must be damn near an IT Computer Tech before you can get your freedom of movement back- if ever. 
May 22, 2014 5:44PM
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I have my first Iphone, but I will be going to android as soon as my contract is up unless something changes real soon , and that includes the 4 children's and wife too that are on my bill.
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