Apple topples Google as most valuable brand: Report

Google has been displaced after four years in the top position

Apple has topped Google as the most valuable brand in the world, according to a study released over the weekend by brand consultancy Millward Brown.

The maker of high-profile products like the iPad and iPhone moved up from third place in 2010 to to the number one position in 2011 as its brand value grew from US$83 billion to $153 billion, according to the study.

Google saw its brand value drop in 2011 by 2 percent to $111.5 billion. It had held the number one position for the last four years.

Apple and Google have different business models, with Google focused on free services and open systems, while Apple eschews the open model in favor of what it calls the “integrated model”, Nigel Hollis, executive vice president and chief global analyst at Millward Brown, said in a blog post on the company’s website.

"One thing is for sure, the integrated approach does help Apple maintain the consistency so important to a strong brand," Hollis said.

Whether it is a Mac, iPhone, iPod, or iPad, the design and interface of Apple products is familiar and easy to use, he added.

The BrandZ Top 100 Most Valuable Global Brands ranking is based on both quantitative consumer research and financial analysis. Brands are ranked and their performances analyzed in 13 product sectors such as apparel, beer, technology and telecommunications services.

Of the top 10 brands in the ranking, six were technology and telecommunications companies. Alongside Apple and Google were IBM at number three, Microsoft at number five, AT&T at number seven, and China Mobile at number nine.

With a 246 percent increase in brand value, social networking site Facebook entered the BrandZ Top 100 for the first time at number 35. Clicks outstripped brick-and-mortar as online retailer Amazon crossed Walmart as the more valuable brand, according to the study.

John Ribeiro covers outsourcing and general technology breaking news from India for The IDG News Service. Follow John on Twitter at @Johnribeiro. John's e-mail address is john_ribeiro@idg.com

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.

Tags business managementMicrosoftGoogleFacebookAppleIBMiPhonePhoneshardware systemsconsumer electronicstablet PCsmac laptopslaptopsat&tamazon.com

Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

John Ribeiro

IDG News Service
Show Comments

Cool Tech

Toys for Boys

Family Friendly

Stocking Stuffer

SmartLens - Clip on Phone Camera Lens Set of 3

Learn more >

Christmas Gift Guide

Click for more ›

Brand Post

Most Popular Reviews

Latest Articles

Resources

PCW Evaluation Team

Aysha Strobbe

Microsoft Office 365/HP Spectre x360

Microsoft Office continues to make a student’s life that little bit easier by offering reliable, easy to use, time-saving functionality, while continuing to develop new features that further enhance what is already a formidable collection of applications

Michael Hargreaves

Microsoft Office 365/Dell XPS 15 2-in-1

I’d recommend a Dell XPS 15 2-in-1 and the new Windows 10 to anyone who needs to get serious work done (before you kick back on your couch with your favourite Netflix show.)

Maryellen Rose George

Brother PT-P750W

It’s useful for office tasks as well as pragmatic labelling of equipment and storage – just don’t get too excited and label everything in sight!

Cathy Giles

Brother MFC-L8900CDW

The Brother MFC-L8900CDW is an absolute stand out. I struggle to fault it.

Luke Hill

MSI GT75 TITAN

I need power and lots of it. As a Front End Web developer anything less just won’t cut it which is why the MSI GT75 is an outstanding laptop for me. It’s a sleek and futuristic looking, high quality, beast that has a touch of sci-fi flare about it.

Emily Tyson

MSI GE63 Raider

If you’re looking to invest in your next work horse laptop for work or home use, you can’t go wrong with the MSI GE63.

Featured Content

Product Launch Showcase

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?