Google Bests Apple In Brand Value As Tech Rules Top 100

After three consecutive years as the virtual ‘we try harder’ number two global brand, Google GOOG just passed Apple AAPL for the premier spot, according to a new study conducted by Millward Brown.

The top five names in the “BrandZ Top 100 Most Valuable Global Brands” study according to AdWeek were Google, Apple, IBM IBM, Microsoft MSFT, and fast food giant, McDonald’s MCD.

Apple slipped to the number two spot largely due to the fact its brand value fell 20 percent year-over-year to $148 billion. AdWeek cited Apple’s much discussed lack of innovation as a core reason for the slide.

Conversely, Google moved up by investing in a series of initiatives including mapping, wearables, payments, and social media. As a result the company’s brand value increased by 40 percent to $159 billion.

Millward Brown Optimor VP, Oscar Yuan told AdWeek, "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. 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.”

Related: Have Apple And Google Kissed And Made Up?

The Millward Brown report reviews the top 100 brands across a number of sectors including food and beverage, technology, automotive, retail, financial services and luxury.

For the second year in a row IBM held the #3 spot overall, while Microsoft shot up to number four from the number seven slot a year ago. McDonald’s dropped one position to number five from number four last year.

One take away from this year’s study was that technology companies have continued to rise in brand value in recent years. In addition to the fact the top four bands are tech companies, Millward Brown reported that many of the biggest gainers this year were also found in that sector.

These include Chinese Internet brand, Tencent, which rose 97 percent to $54 billion as well as Facebook FB which climbed 68 percent to $36 billion in the 2014 study.

New technology names in the Top 100 included Twitter TWR at number 71 and LinkedIn LNKD at number 78. Those companies showed brand value of $14 billion and $12 billion respectively.

All together, technology brands made up 29 percent of the Top 100 for this year.

At the time of this writing, Jim Probasco had no position in any mentioned securities.