Google has overtaken Apple to become the world’s
most valuable global brand in MillwardBrown's
2014 BrandZ Top 100 Most Valuable Global Brand ranking. US companies take
all the top 10 positions.
The New York-based research firm says that at
29%, technology companies have the biggest weighting and China has 11 brands in
the Top 100 - - the most ranked brands outside of the US and Europe.
Tencent, the Chinese social network and internet
portal, led list of fastest risers with a 97% rise in brand value. Tencent also
overtook China Mobile as Asia’s most valuable brand and almost doubled its value
to $54bn as it rose to No. 14 globally.
After three years at the top, Apple slipped to No
2 on the back of a 20% decline in brand value, to $148bn. MillwardBrown said:
"Whilst Apple remains a top performing brand, there is a growing perception that
it is no longer redefining technology for consumers, reflected by a lack of
dramatic new product launches. The world’s leading B2B brand, IBM, held onto its
No 3 position with a brand value of $108bn."
The research covers 2m consumers and 10,000
brands in more than 30 countries.
Three characteristics of a brand are subject to measurement: First, how
“meaningful” it is; the brand’s appeal, its ability to generate “love” and meet
the consumer’s expectations and needs; second, how “different” it is; its unique
features and its ability to “set the trends” for consumers and third, the
research measures how “salient” the brand is; that is whether it springs to mind
as the consumer’s brand of choice.
Financial performance data is also used. If the company owns only one brand, all
its earnings are attributed to that brand.