Apple becomes ‘most valuable brand’

Apple has knocked Google off the top spot to become the world’s most valuable brand according to market research outfit Millward Brown.

The firm’s BrandZ Top Most Valuabnle Global Brands report said that Apple’s brand value had catapulted 84 per cent over the last year while Google fell 2 per cent.

"By nurturing its brand and constantly innovating, Apple is able to command a high price premium and weather economic turbulence, providing a global business success story that other brands can learn from," said Millward Brown boss Eileen Campbell.

IBM, MacDonalds and Microsoft took the third to fifth places while American and Chinese telcos, AT&T and China Mobile also appeared in the top ten.