Google trumps Apple on latest brand value list

Australian banks also have another strong year in terms of brand value, the latest Brandz Top 100 Most Valuable Global brand list

Google has overtaken Apple as the world’s most valuable global brand, according to BrandZ’s 2014 Top 100 Most Valuable Global Brand list.

The report put Google’s total brand value at $159 billion, an increase of 40 per cent year-on-year. In contrast, Apple slipped into second place after experiencing a 20 per cent decline in brand value to $148bn. In third place was IBM with a brand value of $108bn.

Rounding out the top five are Microsoft in fourth place with a 29 per cent rise in brand value to $90.1bn, and McDonald’s, which dipped 5 per cent to a brand value of $85bn.

Australia’s banks had another strong year in terms of brand value, with the leader, Commonwealth Bank, moving up four places to 44th position on a brand value of $21 billion. This was an 18 per cent rise year-on-year. ANZ followed in 52nd position with a 15 per cent increase in brand value to $19 billion, and Westpac also moved up three places into 85th position on the list with a 17 per cent rise in brand value to $12bn.

Across other industry verticals, the report found technology services companies continued to climb the ranks and made up 29 per cent of the total value of the top100. Tech companies also represented many of the biggest brand risers this year. This year’s fastest growth brand was Chinese Internet brand, Tencent, which rose 97 per cent to $54bn and into 14th position.

Facebook, despite its listing woes and declining youth user base, also increased its brand value by 68 per cent to $36bn and was ranked 21st. Yahoo also made a bit of a comeback, with a 44 per cent rise in brand value to $14.1bn.

The study’s authors also noted that brands in business for reasons beyond the bottom line were continuing to outperform their rivals. For example, Pampers, which promotes mother and baby issues, came in 39th on the list and grew its value by 10 per cent to $22.6bn this year. Dove, noted for its ‘real women’ brand approach, also had a strong brand value of $4.8bn.

The BrandZ study was commissioned by WPP and conducted by Millward Brown Optimor and is in its ninth year this year. In a statement, the companies stated the combined value of the top 100 brands nearly doubled in 2014 compared to its first list in 2006, to $2.9 trillion.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Read more: SurveyMonkey looks to provide the 'why' in analytics

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

Great piece Katja. It will be fascinating to see how the shift in people's perception of value will affect design, products and services ...

Paul Scott

How to design for a speculative future - Customer Design - CMO Australia

Read more

Google collects as much data as it can about you. It would be foolish to believe Google cares about your privacy. I did cut off Google fr...

Phil Davis

ACCC launches fresh legal challenge against Google's consumer data practices for advertising

Read more

“This new logo has been noticed and it replaces a logo no one really knew existed so I’d say it’s abided by the ‘rule’ of brand equity - ...

Lawrence

Brand Australia misses the mark

Read more

IMHO a logo that needs to be explained really doesn't achieve it's purpose.I admit coming to the debate a little late, but has anyone els...

JV_at_lAttitude_in_Cairns

Brand Australia misses the mark

Read more

Hi everyone! Hope you are doing well. I just came across your website and I have to say that your work is really appreciative. Your conte...

Rochie Grey

Will 3D printing be good for retail?

Read more

Blog Posts

How to design for a speculative future

For a while now, I have been following a fabulous design strategy and research colleague, Tatiana Toutikian, a speculative designer. This is someone specialising in calling out near future phenomena, what the various aspects of our future will be, and how the design we create will support it.

Katja Forbes

Managing director of Designit, Australia and New Zealand

The obvious reason Covidsafe failed to get majority takeup

Online identity is a hot topic as more consumers are waking up to how their data is being used. So what does the marketing industry need to do to avoid a complete loss of public trust, in instances such as the COVID-19 tracing app?

Dan Richardson

Head of data, Verizon Media

Brand or product placement?

CMOs are looking to ensure investment decisions in marketing initiatives are good value for money. Yet they are frustrated in understanding the value of product placements within this mix for a very simple reason: Product placements are broadly defined and as a result, mean very different things to different people.

Michael Neale and Dr David Corkindale

University of Adelaide Business School and University of South Australia

Sign in