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Edition: U.S. Article Comments (2) Follow Reuters Facebook Twitter RSS YouTube Read Obama pays tribute to unit in bin Laden raid | 06 May 2011 U.S. gas prices hit $4 a gallon, but may retreat 08 May 2011 Bin Laden's widow says they lived in Pakistani house for 5 years 06 May 2011 River flooding begins to "wrap arms" around Memphis | 07 May 2011 Bin Laden had support network in Pakistan: Obama | 08 May 2011 Discussed 151 Concerns raised over shooting of unarmed bin Laden, burial 141 Obama at U.S. base to pay tribute to bin Laden mission 104 Boehner demands trillion-dollar cuts in debt deal Watched US releases video of bin Laden from compound Sat, May 7 2011 Bin Laden on tape Sat, May 7 2011 After bin Laden Obama focuses on economy Sat, May 7 2011 Apple usurps Google as world's most valuable brand Tweet Share this LONDON (Reuters) - Apple has overtaken Google as the world's most valuable brand, ending a four-year reign by the Internet search leader, according to a new study by global brands agency Millward Brown. The iPhone and iPad maker's brand is now worth... Email Print Related News Hiring by companies hits 5-year high in April Fri, May 6 2011 Special report: Big Pharma's global guinea pigs Fri, May 6 2011 Jobless claims jump points to slowing recovery Thu, May 5 2011 Sony chases Apple with launch of Android tablet Tue, Apr 26 2011 Auto production faces bigger hit after Japan quake Mon, Apr 25 2011 Analysis & Opinion Tech wrap: Sony CEO says sorry to gamers How to find the best financial apps Related Topics Technology » Media » iPad » Steve Jobs » Customers look at various iPad 2 products during the China launch at an Apple Store in central Beijing May 6, 2011. Credit: Reuters/David Gray LONDON | Sun May 8, 2011 8:11pm EDT LONDON (Reuters) - Apple has overtaken Google as the world's most valuable brand, ending a four-year reign by the Internet search leader, according to a new study by global brands agency Millward Brown. The iPhone and iPad maker's brand is now worth $153 billion, almost half Apple's market capitalization, says the annual BrandZ study of the world's top 100 brands. Apple's portfolio of coveted consumer goods propelled it past Microsoft to become the world's most valuable technology company last year. Peter Walshe, global brands director of Millward Brown, says Apple's meticulous attention to detail, along with an increasing presence of its gadgets in corporate environments, have allowed it to behave differently from other consumer-electronics makers. "Apple is breaking the rules in terms of its pricing model," he told Reuters by telephone. "It's doing what luxury brands do, where the higher price the brand is, the more it seems to underpin and reinforce the desire." "Obviously, it has to be allied to great products and a great experience, and Apple has nurtured that." Of the top 10 brands in Monday's report, six were technology and telecoms companies: Google at number two, IBM at number three, Microsoft at number five, AT&T at number seven and China Mobile at number nine. McDonald's rose two places to number four, as fast food became the fastest-growing category, Coca-Cola slipped one place to number six, Marlboro was also down one to number eight, and General Electric was number 10. Walshe said demand from China was a major factor in the rise of fast-food brands. "The Chinese have been discovering fast food and it's such a vast market -- Starbucks, McDonald's... and pizza has hit China," he said. "The way McDonald's has reinvented itself, adapted its menus, added healthy options, expanding the times of day it can be visited, for example oatmeal for breakfast... that allied with growth in developing markets has really helped that brand." Nineteen of the top 100 brands came from emerging markets, up from 13 last year. Facebook entered the top 100 at number 35 with a brand valued at $19.1 billion, while Chinese search engine Baidu rose to number 29 from 46. Toyota reclaimed its position as the world's most valuable car brand, as it recovered from a bungled 2010 product recall. The survey was carried out before the March earthquake that caused massive disruption to Japanese supply chains. The total value of the top 100 brands rose by 17 percent to $2.4 trillion, as the global economy shifted to growth. Millward Brown takes as a starting point the value that companies put on their own main brands as intangibles in their earnings reports. It combines that with the perceptions of more than 2 million consumers in relevant markets around the world whom it surveys over the course of the year, and then applies a multiple derived from the company's short-term future growth prospects. The full report is at www.millwardbrown.com/brandz. (Editing by David Cowell) Technology Media iPad Steve Jobs Tweet this Share this Link this Digg this Email Reprints We welcome comments that advance the story directly or with relevant tangential information. We try to block comments that use offensive language, all capital letters or appear to be spam, and we review comments frequently to ensure they meet our standards. If you see a comment that you believe is irrelevant or inappropriate, you can flag it to our editors by using the report abuse links. Views expressed in the comments do not represent those of Reuters. Comments (2) yummy8755 wrote: Do, if your broker didn’t have you in Apple…. May 08, 2011 10:50pm EDT -- Report as abuse avgprsn wrote: Apple has a real opportunity with the cloud and it’s mobile devices. Take the database of Google, the social aspect of Facebook, underscore the mightier application development that is half integrated already, and there would be some real convergence in the cloud. Having the OS and mobile devices already at point A in hand would be a big plus. Everything else could just theoretically be an after thought if the “launching pad” was done right ;) May 09, 2011 2:07am EDT -- Report as abuse See All Comments » Add Your Comment Social Stream (What's this?) © Copyright 2011 Thomson Reuters Editorial Editions: Africa Arabic Argentina Brazil Canada China France Germany India Italy Japan Latin America Mexico Russia Spain United Kingdom United States Reuters Contact Us Advertise With Us Help Journalism Handbook Archive Site Index Video Index Reader Feedback Mobile Newsletters RSS Podcasts Widgets Your View Analyst Research Thomson Reuters Copyright Disclaimer Privacy Professional Products Professional Products Support Financial Products About Thomson Reuters Careers Online Products Acquisitions Monthly Buyouts Venture Capital Journal International Financing Review Project Finance International PEhub.com PE Week FindLaw Super Lawyers Attorney Rating Service Reuters on Facebook Thomson Reuters is the world's largest international multimedia news agency, providing investing news, world news, business news, technology news, headline news, small business news, news alerts, personal finance, stock market, and mutual funds information available on Reuters.com, video, mobile, and interactive television platforms. Thomson Reuters journalists are subject to an Editorial Handbook which requires fair presentation and disclosure of relevant interests. NYSE and AMEX quotes delayed by at least 20 minutes. Nasdaq delayed by at least 15 minutes. For a complete list of exchanges and delays, please click here.

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