Apple has taken a bite out of Google. It's now the most valuable brand in the world, finally ending Google's four-year run at the top of Millward Brown's list of global brand value, reports Reuters. The study estimates Apple's brand to be worth $153 billion, almost half of the company's market capitalization. "Apple is breaking the rules in terms of its pricing model," said the global brands director of Millward Brown. "It's doing what luxury brands do, where the higher price the brand is, the more it seems to underpin and reinforce the desire."
Google did not fall far, though, slipping to just No. 2. Of the world's top 10 brands, six were technology and telecoms, including IBM at No. 3, Microsoft at No. 5, AT&T at 7, and China Mobile at No. 9. Fast food brands in general did well last year, thanks largely to China, where their popularity is surging. Emerging markets are providing more big brands than ever, too, with 19 of the top 100 brands, up from 13 last year. For more information see the full report at the Millward Brown website.