Apple spoofs Google as most of the world of the brand

London- Apple has supplanted Google as the most valuable brand in the world, ending a reign of four years by the Internet search leader, according to a new study conducted by the Office of global brands Millward Brown.

Mark of the manufacturer of the iPhone and iPad is now $ 153 billion, market capitalization nearly half Apple, said the annual 100 best brands BrandZ study in the world.

Portfolio of consumer goods very coveted Apple has propelled him past Microsoft to become more valuable technology in the world last year.

Peter Walshe, Director of global brands of Millward Brown, said meticulous attention to detail, with a presence increased its gadgets in working for Apple environments, he would have to behave differently from other manufacturers of consumer electronics.

"Apple is breaking the rules of its pricing model," he told Reuters by telephone. "He that luxury brands are, where the highest price, the brand is, more it seems to support and strengthen the will.

"Obviously, it must be allied to excellent products and a great experience, and Apple has fed that.".

Trademarks of top 10 in the report on Monday, six were technology and telecommunications companies: Google number two, IBM number three, Microsoft five AT & T to the number seven and China Mobile at number nine.

McDonald has increased two-seat four, fast food has become the category the fastest-growing, Coca-Cola slipped a place six, he Marlboro has also dropped eight number and General Electric was number 10.

Walshe, said demand from China was a major factor in the rise of fast food brands. "The Chinese were discovered fast food and is such a McDonald wide market - Starbucks,... and pizza hit China," he said.

"How McDonald has reinvented, adapted its menus, added sound options, expand the times of the day, it can be visited, for example oatmeal for breakfast... who allied himself with the growth in developing markets really helped the mark.".

Nineteen of the top 100 brands came from emerging markets, up to 13 last year.

Facebook enters top 100 at number 35 with Mark 19.1 billion dollars, while the engine Baidu is passed to the Chinese number 29 of 46 research.

Toyota has recovered its position as the most valuable in the world car brand, as it is recovered from a 2010 successful product recall. The survey was conducted before the March earthquake that caused massive breakdown of Japanese supply chains.

The total value of the top 100 brands increased by 17% to $ 2.4 trillion, while the world economy moved to growth.

Millward Brown takes as a point of departure the value put on their own main brands as intangible assets in their income tax reports.

It combines with the perceptions more 2 million consumers in relevant markets around the world which he identified in the course of the year and then apply a multiple derived from short term business growth prospects.