Google has overtaken Apple to take the top spot as the world's most valuable brand, according to an annual report released Wednesday.
With a value of 229.2 billion dollars, Google is 32 per cent more valuable than a year ago, according to the BrandZ study listing the world's 100 top brands as compiled by market research firm Millward Brown.
The brand experts credited the internet giant for its rigorous innovation strategies in step with the pulse of the times. Google has of late been pursuing its vision of making artificial intelligence a more integral part of everyday life.
According to Millward Brown, Apple's value has sunk 8 per cent in the last year to about 228.5 billion dollars. In the previous year the iPhone producer had taken the top spot back from Google.
Rounding out the top 5 were Microsoft, which gained 5 per cent to 121.8 billion dollars, the telecommunications giant AT&T, which saw a 20-per-cent value rise to 107.4 billion dollars, and social media leader Facebook, which rose 44 per cent to 102.5 billion dollars.
Millward Brown produces its list based upon analysis of the companies' financial figures, consumer surveys and estimates. It is the 10th report the market researcher has published. The consulting firm Interbrand produces a similar list, in which it ranks Apple ahead of Google.