Apple has displaced Google to become the world's most valuable brand after launching the iPad last year, according to research agency Millward Brown.
The sixth annual 'BrandZ Top 100 Most Valuable Global Brands Ranking' report said Apple's brand value has leapt 84% over the past year, and now stands at $153.3 billion.
Google is down 2% and sits in second place at $111.5 billion, ending a four-year reign at the top. IBM, McDonald's and Microsoft rounded out the top five at third, fourth and fifth place respectively. Technology and telecom brands dominated the ranking, making up one third of the list.
The study found that during last year's economic recovery the combined value of all the brands in the top 100 rose by 17% with a total value of $2.4 trillion.
The rise of digital brands was highlighted by online retailer Amazon overtaking Walmart to become the number one retail brand and 14th overall at $37.6 billion.
Facebook was the number one rising brand, recording a 246% surge in value and entering the top 100 for the first time at number 35. Chinese search engine Baidu was number two, jumping from 75th in 2009 to 29th with a 141% increase in value.
Senior Account Manager of Millward Brown Australia Martin Attwood said: "Nine of the top ten brands have a strong brand history or presence in Australia. This has elevated the importance of building brands among the world's most successful companies."
"CEOs and CFOs should be asking their marketing teams how they can leverage brand to both protect and grow the business. Strong brands, while not immune to the vicissitudes of the market, are more protected, prepared, resourceful and resilient."
The BrandZ study, commissioned by WPP and conducted by Millward Brown Optimor, identifies and ranks the world's most valuable 100 brands by their dollar value based on financial data combined with consumer measures of brand equity.
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