MUMBAI: After three years at the top, Apple slipped to number two position as Google overtook it to become the world’s most valuable global brand in the ‘2014 BrandZ Top 100 Most Valuable Global Brand’ ranking.

Google worth $159 billion saw an increase of 40 per cent year on year whereas Apple slipped on the back of a 20 per cent decline in brand value, to $148 billion. 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 number three position with a brand value of $108 billion.

Millward Brown Optimor MD Nick Cooper said, “Google has been hugely innovative in the last year with Google Glass, investments in artificial intelligence and a multitude of partnerships that see its Android operating system becoming embedded in other goods such as cars. All of this activity sends a very strong signal to consumers about what Google is about and it has coincided with a slowdown at Apple.”

“This year’s index highlights the end of the recession, with a strong recovery in valuations and, for the first time, real growth across every category and the Top 100 as a whole,” said WPP’s The Store CEO David Roth. “What’s remarkable is the way that strong brands have led the recovery. Seventy-one of the brands listed in our 2014 Top 100 were there in 2008. Despite the financial turmoil and the digital disruption that have decimated many businesses during the last few years, these brands have remained in the ranking, proving the durability of strong brands.”

The BrandZ Top 100 Most Valuable Global Brands study, commissioned by WPP and conducted by Millward Brown Optimor, is now in its ninth year.

The combined value of the Global Top 100 has nearly doubled since the first ranking was produced in 2006. The Top 100 today are worth $2.9 trillion, an increase of 49 per cent compared with the 2008 valuation, which marked the start of the banking and currency crisis.

The BrandZ Top 10 Most Valuable Global Brands 2014