iBrand: Apple ends Google reign

APPLE has become the world’s most valuable brand after the technology firm ended Google’s four year reign.

The brand has enjoyed an 84% value increase over the last year, seeing it surge into first place.

According to the BrandZ Top 100 most valuable Global Brands Survey, Apple has increased by 859% since 2006 and is now worth more than $153 billion (€106.7bn).

Last year, the company introduced the iPad and approximately 19 million have been sold since then.

The survey takes place every year and looks at every category of brands from fast food to insurance.

Google’s value has been rising steadily since the survey began in 2006 and has held the top spot since 2007. However, a 2% decrease this year was enough to push the brand to second place.

Facebook had a 256% increase in brand value in the last 12 months, awarding it first place in the top 20 risers. It has also pushed the social media website into 35th place, its first time in the top 100.

Another brand that has enjoyed a big increase this year is online retailer Amazon. The rise of 37% has pushed it up one place to 14th overall.

In the clothing category, Nike’s value rose by 10%, making it the number one clothing brand for the second year running.

Zara meanwhile rose by 15%, holding onto third place for the fifth year despite competition from brands like Ralph Lauren, Next and Adidas.

Budweiser has risen to top position in the beer category, passing out Bud Light for the first time since 2008. It is now worth more than $8.8bn.

Guinness, meanwhile, rose 9% in the last 12 months but dropped one place to seventh.

In the car category, Toyota is back in the number one spot after dropping to second place behind BMW last year.

According to the survey, car buyers are spending more time researching online before purchasing a car and fuel efficiency has also become a big factor.

McDonald’s has held first place in the fast food category since the survey began. Its brand value has been increasing every year but last, where it saw a fall of 1%. However a 23% increase this year has put the chain in fourth place overall with a brand value of $81bn, its first time in the overall top five.

The BrandZ Survey compiles the top 100 global brands using financial data along with consumer measures of brand equity.