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Google Overtakes Apple In Top 100 Brands Ranking

Google has regained its number one position from Apple in the 2016 BrandZ Top 100 Most Valuable Global Brands ranking, released by WPP and Millward Brown.

Reversing last year’s result, Google regained its number one ranking, aided by “continual innovation, increased revenue from advertising and growth in its cloud business”.

Google increased its value 32 per cent to US$229 billion, with Apple dropping to number two after declining 8 per cent in value to US$228 billion.

Remaining in the number three position, Microsoft grew 5 per cent to US$122 billion, while Facebook (growing 44 per cent) and Amazon (growing 59 per cent) entered the top 10 for the first time, placed at five and seven, respectively.

While BrandZ data and analysis indicated it was a stable year for the world’s most powerful brands amid global financial pressures, including the China economic slowdown, “brands that innovated, and then showcased their innovations to consumers through the brand experience, have achieved standout growth, with Google, Amazon and Facebook acting as prime examples”.

Total brand value held by the top 100 rose 3 per cent year-on-year, totalling US$3.4 trillion.

“The brands that thrive, regardless of sector, are those that behave like challengers and adopt disruptor models and mindsets,” David Roth, The Store WPP CEO EMEA and Asia, commented.

“They’re shaking up other categories with innovation that goes beyond new products or technologies – transforming the way a service is delivered, enhancing the consumer experience or changing a format.

“The power these brands already hold, combined with the strength of their platforms, is enabling them to quickly and successfully move across sectors.”

Rank 2015

Brand

Category

Brand value 2015 ($M)

Brand value change

Rank 2014

1

Google

Technology

229,198

+32%

2

2

Apple

Technology

228,460

-8%

1

3

Microsoft

Technology

121,824

+5%

3

4

AT&T

Telecoms

107,387

+20%

6

5

Facebook

Technology

102,551

+44%

12

6

Visa

Payments

100,800

+10%

5

7

Amazon

Retail

98,988

+59%

14

8

Verizon

Telecoms

93,220

+8%

7

9

McDonald’s

Fast food

88,654

+9%

9

10

IBM

Technology

86,206

-8%

4

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