Google reaches top in global brand ranking
In the 2016 edition of Millward-Brown’s annual ranking BrandZ Top 100 Most Valuable Global Brands, Google reclaims the number one position from Apple. According to the ranking, Google’s brand values grew 32% to $229 billion, while Apple’s value decreased 8% to $228 billion. Microsoft remains at third place with a brand value of $122 billion. Facebook and Amazon enter the top 10 list for the first time.
To compile the brand rankings, Millward-Brown combines financial data with interviews with consumers.
The top 10 list
| Rank | Brand | Value $M | Value change | Rank prev year |
| 1 | 229,198 | +32% | 2 | |
| 2 | Apple | 228,460 | -8% | 1 |
| 3 | Microsoft | 121,824 | +5% | 3 |
| 4 | AT&T | 107,387 | +20% | 6 |
| 5 | 102,551 | +44% | 12 | |
| 6 | Visa | 100,800 | +10% | 5 |
| 7 | Amazon | 98,988 | +59% | 14 |
| 8 | Verizon | 93,220 | +8% | 7 |
| 9 | McDonald’s | 88,654 | +9% | 9 |
| 10 | IBM | 86,206 | -8% | 4 |
Source: Millward-Brown