The 2014 BrandZ Top 100 Most Valuable Global Brands study, commissioned by WPP and conducted by Millward Brown Optimor, is now in its 9th year. This year has been one of transformation, consolidation and disruption for global brands. 

Google has overtaken Apple to become the world’s most valuable global brand. After three years at the top, Apple slipped to number 2 on the back of a 20% decline in brand value. Whilst Apple remains a top performing brand, there is a growing perception that it is no longer redefining technology for consumers, reflected by a lack of dramatic new product launches. The world’s leading B2B brand, IBM, held onto its number 3 position.

This year’s index highlights the end of the recession, with a strong recovery in valuations and, for the first time, real growth across every category and the Top 100 as a whole. What’s remarkable is the way that strong brands have led the recovery. Seventy-one of the brands listed in our 2014 Top 100 were there in 2008. Despite the financial turmoil and the digital disruption that have decimated many businesses during the last few years, these brands have remained in the ranking, proving the durability of strong brands.

David Roth, CEO, of The Store, WPP

The BrandZ Top 100 Most Valuable Global Brands study is the only ranking that calculates brand value by using the views of potential and current buyers alongside financial data.

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