Google has passed Apple in the brand stakes for the first time with technology dominating the world’s top ten most valuable brands including a strong 12 months for Microsoft.
Research from Millward Brown shows that Google’s brand value grew by 40 per cent from 2013 to 2014 as it moved from second to first place with a valuation of $159 billion [£95 billion] ahead of its competitor Apple, which saw its value drop 20 per cent to $148 billion [£88 million].
IBM remained in third place on the list but dropped back four per cent to $107 billion [£64 billion] whereas Microsoft rose three places after seeing its value rocket 29 per cent and finish up on $90 billion [£53 billion].
The results are part of Millward Brown’s Brandz index that ranks the world’s most valuable brands based on brand value and the next technology company to enter the index was Amazon.com in 10th with an uplift of four places thanks to a brand value increase of 41 per cent.
Chinese firms have a strong influence in the index and this none more evident than in the case of web firm Tencent, which saw its rank change by seven places and a brand value increase of 97 per cent to $53 billion [£31 billion] as the Far East continues to flex its muscles.
Facebook, meanwhile, is the highest social media firm on the list in 21st place as it made up 10 places on last year’s position and it was closely followed by Baidu back in 25th place as it increased its brand value by 46 per cent.
One of Apple’s other major competitors, Samsung, had to console itself with 29th place as it went up one place even though its brand value increased by 21 per cent year-on-year.
Further down the list eBay is down 14 places to 61st, Yahoo is up 23 places to 69th, Twitter is a new entry in 71st place, Cisco is up five places to 72nd, LinkedIn is another new entry in 78th place, Intel is a big loser with a 25-place drop to 86th, and PayPal is another new entry in 97th place.