The newest BrandZ list comes with a few sweet surprises. First up is the news that Google has finally managed to overtake Apple as the most valuable brand in the world.

Apple dropped one spot from last year, leaving enough room for the search engine giant to barge in.

This study (PDF file) from Millward Brown places Google’s brand value at $158.84 billion, while Apple came in with a significantly lower total count of $147.88 billion.

Google’s partnerships, investments in artificial intelligence and wearables like the Google Glass and smartwatches helped in no small amount. Apple, on the other hand, dominated this list three years in a row, but its brand value dropped some 20 percent this year.

The combined brand value of the companies in the BrandZ Top 100 Most Valuable Global Brands list, however, actually climbed 12 percent to $2.9 trillion this year.

Just like last year, IBM was slotted in third, this time around, with a value of $107.5 billion.

Microsoft comes in fourth place, buoyed by some of its recent successes, and posting an increase of nearly 30 percent over last year. Redmond’s total value came in at $90.2 billion.

The rest of the list is filled by various companies, technology and otherwise, including names like McDonalds, Coca Cola, Visa, AT&T, Marlboro, Amazon, and Facebook. Even Twitter found a way in.

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  1. They should aim to get ahead of Apple, but 4th place isn’t too bad. If the Surface Pro 3 and Windows 9 are successes, they could sneak back up toward 2nd or 3rd. I think catching Google may be too tough.

  2. It’s easy to focus on the brands they’re behind. However, it’s incredible they’re ahead of Coke, McDonalds, Amazon, and Facebook. Fourth in the world is impressive!

  3. Microsoft is considerably below IBM and the number 3 spot (17 billion). However, I’d have to imagine they have a pretty comfortable lead on the number 5 brand although I’d love to see the details.

  4. Steve Fulton / May 21, 2014 at 5:08 pm /Reply

    Apple’s brand value dropped by 20%! That’s the news here. A very significant drop that I wouldn’t have expected. I wonder what happened?

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