Google’s four-year stint as the world’s most valuable brand – according to Millward Brown’s annual BrandZ study – is over. It’s been overhauled by Apple, whose brand is now worth $153 billion according to the report. “Apple is breaking the rules in terms of its pricing model,” says Millward Brown global brands director Peter Walshe. “It’s doing what luxury brands do, where the higher price the brand is, the more it seems to underpin and reinforce the desire. Obviously, it has to be allied to great products and a great experience, and Apple has nurtured that.” Google takes second spot, followed by IBM, McDonald’s, Microsoft, Coca-Cola, AT&T, Marlboro, China Mobile and General Electric. Facebook enters with a bullet at number 35 with an estimated brand value of $19.1 billion.Read more:

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