An annual report published by Brand Finance company shows where the world’s top companies’ stand in terms of their brand valuation. Google took the lead, overtaking Apple, which has been the leader for 5 years.

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According to consultancy company Brand Finance, Google has replaced Apple as the world’s most valuable brand, a post Apple has for 5 consecutive years.

Brand Finance values Google’s brand at 109.4 billion dollars, a significant increase of 24 percent since last year. Apple, however, dropped to 107.1 billion dollars, a 27 percent decrease. While Apple dropped to second, Amazon is third, followed by AT&T, Microsoft and Facebook.

The world’s most powerful brands are Lego, Google, Nike, Ferrari, Visa and Disney, which was first last year. Several measurements of power include familiarity, loyalty, promotion, marketing investment, staff satisfaction and corporate reputation.

The Brand Finance Global 500 report tests thousands of the world’s biggest brands for their true value and strength. The leading sectors for brand value are, in order, technology companies followed by banks, telecoms, retail and auto.