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Posted by Graham Keen on Tue 10th May 2011

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Apple is now the world's most valuable brand, knocking Google off the top spot and into second place on the BrandZ Top 100 2011 ranking of the most valuable global brands.
The value of the iPhone and iPad maker's brand surged 84 per cent since last year's list, racking up a total brand value of $153.3bn, according to market research company and list compilers Millward Brown, a subsidiary of advertising and marketing giant WPP. Apple's decision to launch the iPad is credited with helping to propel its brand to the top of the list.
"At the start of last year, few people fretted that their lives felt bereft of a digital gadget smaller than their laptop but larger than their mobile phone. By the end of 2010, however, about 18 million of us owned iPads or other tablets," the report notes.
Over the same time period, Google's brand shed two per cent of its value, with the boys from Mountain View now commanding $111.5bn of brand worth.
Another technology company took third place: software, hardware and professional services giant IBM surged 17 per cent - achieving a net brand worth of $100.8bn. Microsoft in fifth place, AT&T in seventh and China Mobile in ninth also made the top 10. Tech and telecoms brands now make up a third of the Top 100 brands on the list, compared with a quarter in 2006. Tech brands as a whole rose 18 per cent on the previous BrandZ list.
Social-networking behemoth Facebook made its debut appearance on the list, with a brand worth of $19.1m, growing 246 per cent to land at number 35. Other tech brand risers include Chinese search service Baidu, which grew brand value 141 per cent to $22.6m and gained 29th place, and online retailer and ebook maker Amazon, which jumped 37 per cent to $37.6m and grabbed 14th place.
The biggest tech brand loser on the list is mobile giant Nokia, which shed 28 per cent of its brand value, sliding to 81st place - a bigger percentage decline than oil giant BP, which lost 27 per cent of its brand value following the Deepwater Horizon oil spill in the Gulf of Mexico.
RIM's BlackBerry brand also had a bad year, dropping 20 per cent of its value and slipping to 25th place.



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