Apple has been replaced by Google as the world’s most valuable brand, according to new rankings.
The Global 500 research, compiled annually by business valuation company Brand Finance, looks at how much a firm’s brand is likely to be worth in terms of money and power over the coming months, based on categories including emotional connection, financial stability and sustainability.
It found that Google’s value had jumped 24% in the past year while Apple’s dropped 27% – allowing the search engine to take the top spot.
Google’s brand value is estimated at $109,470m, while Apple is just behind at $107,141m.
This is despite new company figures released on Tuesday which showed iPhone sales returned to growth at the end of 2016 following three previous quarters of decline.
Speaking to Sky News, Brand Finance’s chief executive David Haigh said the Global 500 report looks at the future of a company, rather than the past.
“Our valuation reflects a consensus view among analysts that [Apple] have reached a zenith, and they appear to be plateauing or possibly going downwards.”
Online retail giant Amazon maintained its third place position with a brand valuation of £106,369m.
Microsoft, Samsung and Facebook all made the top 10, clinching fifth, sixth and ninth places respectively.
When looking at the power a brand possesses, however, Lego has overtaken Disney to regain the number one position it lost last year.
Haigh points to the fact that Lego has recently diversified outside of its traditional market as a reason for its success, branching into areas such as film and gaming.
Ferrari, Visa and Nike are among the other companies to feature in the list of the top 10 most powerful brands.
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