BrandZ Marketing Survey Ranks Google above Apple as Most Valuable Brand

After three years at the top of the annual BrandZ Top 100 Most Valuable Global Brands survey, Google has overtaken the number one slot. The Internet search giant's brand value jumped up 40 percent while Apple's dipped 20 percent, and Google Glass is credited for that sharp jump up.

Google tops Apple in BrandZ surveyGoogle tops Apple in BrandZ survey

Millward Brown, the research firm behind the BrandZ study, said,

After three years at the top, Apple slipped to No 2 on the back of a 20 percent decline in brand value, to US$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.

Google was deemed to be worth $159 billion as a brand, according to the study. Along with Google Glass, the company's work on robotic cars, artificial intelligence, and the growth of its Android operating system all played into its increased value.

Google and Apple were followed by IBM in the number three spot, Microsoft in fourth place, and McDonalds rounding out the top five. AT&T was ranked as the eighth most valuable brand while Amazon trailed behind the Marlboro cigarette company in tenth place.

The BrandZ study doesn't rank overall company value; In that respect, Apple is still worth more than Google. Instead, it factors perceived customer value with other financial data points to rank global companies.