Google has reclaimed the top spot of BrandZ Top 100 Most Valuable Global Brands ranking, increasing its value by 32% through continued innovation, increased revenue from advertising and growth in its cloud business.

 

The list, released by WPP and Millward Brown, showed that Apple has been knocked off the number one position after declining -8% in value to $228bn, while Microsoft is holding fast at number three, growing 5% to $122bn.

Facebook and Twitter entered the chart at number five, up 44%, and number seven, up 59%, respectively. The value of the top 100 brands rose 3% year on year, now reaching $3.4tr.

Despite the list revealing a stable year in the face of global financial pressures, brands displaying innovation to consumers have achieved standout growth.

Disruption has been a dominant trend for value growth with a variety of brands building a multi-faceted ecosystem through diversification, such as Amazon building a logistics network, Facebook hosting publishers’ original content and number 21 Starbucks moving into e-commerce.

Other key trends highlighted include strong emotional connections boosting brands, with apparel showing to be the fastest growing category and B2B businesses showing efficiency that brands in the sector lack.

“The brands that thrive, regardless of sector, are those that behave like challengers and adopt disruptor models and mindsets,” said The Store WPP EMEA chief executive officer David Roth.

“They’re shaking up other categories with innovation that goes beyond new products or technologies – transforming the way a service is delivered, enhancing the consumer experience or changing a format.

“The power these brands already hold, combined with the strength of their platforms, is enabling them to quickly and successfully move across sectors.”