Apple overtakes Google as most valuable brand

The iPad maker’s brand is valued at $153.3bn (£93bn), an 84% increase since last year. It has increased 959% since the annual survey began in 2006.

Google’s brand is now valued at $111.5bn (£68.3bn), a 2% fall

Peter Walshe, Millward Brown BrandZ director, says: “Apple has built its whole brand on a promise it lives up to. The BrandZ Top 100 are not only more trusted and recommended but are better value – people are prepared to pay what they are worth.”

Facebook, at 35, is the biggest riser by percentage, increasing its brand value 246% to $19,1bn (£11.6bn) and entering the Top 100 brands for the first time.

Amazon has climbed the highest number of places to 14, up from 46 last year, and is valued at $37.6bn (£22.7bn). It is also the most valuable retailer in the Top 100.

Despite suffering a reputation crisis following the Gulf oil spill and shedding 27% of its brand value and falling 30 placed to 64, BP remains in the top 10 UK brands valued at $12,5bn (£7.6bn).

Toyota, which also suffered reputation damage following a global recall crisis, dropped only one place to 27 in the global Top 100 and retained the top spot in the automotives category valued at $24,2bn (£14.9) – an 11% rise.

A full analysis of the Millward Brown Brand Z report will appear in Marketing Week’s issue on 12 May, and online.