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Google overtakes Apple as the world's top brand

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Big win: Google has surpassed Apple to become the world's top brand in terms of value.

Big win: Google has surpassed Apple to become the world's top brand in terms of value. Photo: iStock

Google has overtaken rival tech giant Apple as the world's top brand in terms of value, global market research agency Millward Brown says.

Google's brand value shot up 40 per cent in a year to $US158.84 billion ($171.86 billion), Millward Brown said in its 2014 100 Top BrandZ report.

"Google has been extremely innovative this year with Google Glass, investments in artificial intelligence and a range of partnerships," said Benoit Tranzer, the head of Millward Brown France.

Google Glass is internet-connected eyewear for which the company has partnered with Luxottica, a glasses giant behind Ray-Ban and Oakley, to sell the new product in the United States.

"All these activities send a very strong signal to consumers about the essence of Google," Tranzer said.

Apple, which dominated the top position for three straight years, saw its brand value fall by 20 per cent to $US147.88 billion ($A160 billion).

The top 10 of the 100 slots were dominated by US companies. IBM was in third place at $US107.54 billion ($116.35 billion), a fall of 4 per cent, followed by Microsoft at $US90.19 billion ($97.58 billion) – a 29 per cent rise.

Google and Apple last week declared a cease-fire in their intellectual-property wars, saying they will work together in some areas of patent reform.

AFP

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