Google Beats Apple in List of World's Most Valuable Brands

Google, Apple, IBM and Microsoft are the companies that rank the highest in terms of brand value, according to a new study commissioned by WPP and conducted by Millward Brown.

McDonald’s is the only non-tech brand within the top five, highlighting the growth of the digital vertical in recent years and more trust among consumers. After three years of owning the top spot in the “The BrandZ Top 100 Most Valuable Global Brands” study, Apple has slipped to the No. 2 spot behind Google. The manufacturer's brand value fell 20 percent year-over-year to $148 billion, due in large part to the company’s well-publicized recent lack of innovation.

Google, on the other hand, has kept throwing money into a number of different initiatives including mapping, wearables, payments and social media to up its brand value 40 percent, representing $159 billion. "I think the world is looking at Apple as a brand that created an Earth-shattering revolution, and I think that has slowed down a bit,” said Oscar Yuan, vice president at Millward Brown Optimor. “The fact that [Google] doesn’t see themselves contained in one sector is really a testament to their boldness and willingness to try new things.”

The report looks at the top 100 brands across the food and beverage, technology, automotive, retail, beverage, financial services and luxury verticals.