Google Has Dethroned Apple As The Worlds Most Valuable Brand

Google has dethroned Apple as the worlds most valuable brand. Google’s brand value rose by 24% during 2016 (from $88.2 billion to US$109.4 billion) whilst Apple’s declined from $145.9 billion to $107.1 billion, according to the latest Brand Finance Global 500 report. Google last occupied the position of the world’s most valuable brand in 2011. 

“Apple has struggled to maintain its technological advantage, with new iterations of the iPhone delivering diminishing returns, while the Chinese market is now crowded with local competitors,” says David Haigh, CEO of Brand Finance. “Apple has been living on borrowed time for several years by exploiting its accumulated brand equity. This underlines one of the many benefits of a strong brand, but Apple has finally taken it too far.”