Apple Overtakes Google as The World's Most Valuable Brand

After four-year reign by the internet search engine Google, now is the time for Apple to take over as the world's most valuable brand. The brand is now worth £94billion ($153billion), almost half its market capitalisation, the study by global brand agency Millward Brown, said.

Apple's portfolio of coveted consumer goods propelled it past Microsoft to become the world's most valuable technology company last year. Peter Walshe, global brands director of Millward Brown, said Apple's meticulous attention to detail, along with an increasing presence of its gadgets in corporate environments, has allowed it to behave differently from other consumer-electronics makers.

'Apple is breaking the rules in terms of its pricing model,' he said.

'It's doing what luxury brands do, where the higher price the brand is, the more it seems to underpin and reinforce the desire.