Google overtakes Apple as 'world's top brand' in terms of value says Sachin Karpe

May 21, 2014 - PRLog -- According to a research agency Millward Brown, US search engine Google has overtaken rival technology titan Apple as the world's top brand in terms of value. Google's brand value shot up 40 percent in a year to $158.84 billion (115 billion euros) said in its 2014 100 Top BrandZ report says Sachin Karpe.

Google's investment in its self-driving cars project, Google Glass and numerous Android partnerships, including its forthcoming line of smartwatches, resulted in $15.4bn of revenue in the last financial quarter and profits of $3.45bn. Technology brands dominated the top positions, with fastest pace of growth in brand value. Google Glass is Internet-linked eyewear for which the firm has joined hands with Luxottica, a frame giant behind Ray-Ban and other high-end brands, to sell the new product in the United States says Sachin Karpe.

Facebook's brand value rose 68pc to around $36bn, putting it 21st in the rankings, while Chinese internet portal Tencent is now worth just over $53bn - a significant 97pc rise on last year and taking it up 7 places to 14th. Apple, which dominated the top position for three straight years, saw its brand value fall by 20 per cent to USD 147.88 billion.The top 10 of the 100 slots were dominated by US firms. IBM was in third place at $107.54 billion, a fall of 4 percent, followed by Microsoft at $90.19 billion -- a 29 percent rise says Sachin Karpe. Brand value is calculated on the basis of the firms’ financial performance and their standing among consumers.All these activities of Google send a very strong signal to consumers about the essence of Google.

Apple is the world's second-largest information technology company by revenue after Samsung Electronics, and the world's third-largest mobile phone maker after Samsung and Nokia.Fortune magazine named Apple the most admired company in the United States in 2008, and in the world from 2008 to 2012. Essentially, information from customer surveys is used to determine a “brand contribution” number for each company. This number refers to how likely customers are to remain loyal to a company and other similar factors. This “brand contribution” is then multiplied by certain financial figures and the resulting figure is “brand value.” In the study, Google’s brand value was calculated at $158,843,000, while Apple came in at only $147,880,000. It’s always interesting to see how consumers and firms like Millward Brown rank these companies says Sachin Karpe.

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