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

Blog Posts

How to create profitable pricing

How do we price goods and services? As business leaders, we have asked ourselves this question since the history of trading.

Lee Naylor

Managing partner, The Leading Edge

Sport and sponsorship: The value of event sponsorship

Australia’s cricketers captured the nation’s attention during their recent run to the semi-final of the ICC Men’s World Cup. While the tournament ultimately ended in defeat, for over a month it provoked a sense of belonging, hope and empowerment for millions of people across Australia. Cricket, and sport in general, has a near-unique ability to empower individuals, irrelevant of their background, demographic or nationality.

Nikhil Arora

Vice-president and managing director, GoDaddy India

AI ethics: Designing for trust

As artificial intelligence (AI) becomes much more prevalent and increasingly a way of life, more questions are being asked than answered about the ethical implications of its adoption.

Katja Forbes

Founder and chief, sfyte

I live the best deals at LA Police Gear.

Tyrus Rechs

6 Ways to ramp up Social Media to Your Web Design

Read more

Its absolute over priced acquisition. The CEO, must be fired for this all cash transaction. Absolutely no justification for prospective P...

about_face

Analysts question long-term play of SAP's acquisition of Qualtrics

Read more

Very well written Nikhil! Indeed this is a big ticket investment, but the impact on brand, sales and employee motivation should make it w...

Yugal Sachdeva

Sport and sponsorship: The value of event sponsorship

Read more

As someone with both experience in marketing and working with UiPath both, I can say that I cannot wait to see more marketing processes u...

CiGen RPA

What robotic process automation can do for marketers

Read more

10 Business applications of virtual reality (VR) technologyhttps://www.sendiancreation...virtual reality

sendian creations

The new wave of VR applications

Read more

Latest Podcast

More podcasts

Sign in