Google Overtakes Apple As World's Most Expensive Brandname

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Google has overtaken Apple as the world's most valuable brand, according to an annual survey by Millward Brown.

While Google has grown 40% and is now the world's No 1 brand, Apple has fallen back by 20%, losing the top spot that it held for the last three years. According to the ranking, the Google brand is worth $159 billion compared to Apple's USD147 billion.

IBM held onto its No 3 position with a brand value of $108 billion.

New entrants to the BrandZ Top 100 as well as the Technology Top 20 include two more technology service platforms, Twitter with a brand value of $14 billion and LinkedIn worth $12 billion.

This year's fastest climber was Chinese internet brand Tencent, up 97% to $54 billion and the No 14 position in the overall Top 100, followed by Facebook which rose 68% to $36 billion and took the No 21 spot in the Top 100. Altogether Technology companies are less than a fifth of the Top 100 but make up nearly a third of the value of the BrandZ Top 100 ranking.

However, something only has a value if it can sold, and if a buyer is willing to buy it. So the value of the brands is based on a presumption that they could indeed be bought and sold. While smaller companies might be able to sell their brandname to a new owner, along with the goodwill that it entails -- what is realistic chance of Google ever selling its brandname.

Or that any other company would risk spending nearly $160 billion just for a logo, because ultimately, without all the baggage that comes with the brand, all they would be buying is a logo.

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Tags: google  apple 

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