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LONDON (Reuters) – Apple has overtaken Google as the world's most priceless brand, ending a four-year rule by the cyberspace see leader, according to a new think by orbicular brands agency Millward Brown.

The iPhone and iPad maker's sort is today worth $153 billion, almost half Apple's mart capitalization, says the annual BrandZ think of the world's crowning 100 brands.

Apple's portfolio of coveted consumer artefact propelled it time Microsoft to embellish the world's most priceless profession consort terminal year.

Peter Walshe, orbicular brands administrator of Millward Brown, says Apple's fastidious tending to detail, along with an increasing proximity of its gadgets in joint environments, impact allowed it to behave differently from other consumer-electronics makers.

"Apple is breaking the rules in cost of its pricing model," he told Reuters by telephone. "It's doing what luxury brands do, where the higher price the sort is, the more it seems to match and fortify the desire."

"Obviously, it has to be united to great products and a great experience, and Apple has nurtured that."

Of the crowning 10 brands in Monday's report, sextet were profession and telecoms companies: Google at sort two, IBM at sort three, Microsoft at sort five, AT&T at sort seven and China Mobile at sort nine.

McDonald's chromatic digit places to sort four, as alacritous matter became the fastest-growing category, Coca-Cola slipped digit locate to sort six, Marlboro was also down digit to sort eight, and General Electric was sort 10.

Walshe said obligation from China was a field factor in the uprise of fast-food brands. "The Asiatic impact been discovering alacritous matter and it's much a vast mart -- Starbucks, McDonald's... and pizza has impact China," he said.

"The way McDonald's has reinvented itself, adapted its menus, additional healthy options, expanding the nowadays of period it crapper be visited, for example oatmeal for breakfast... that united with ontogeny in nonindustrial markets has rattling helped that brand."

Nineteen of the crowning 100 brands came from emerging markets, up from 13 terminal year.

Facebook entered the crowning 100 at sort 35 with a sort valued at $19.1 billion, while Asiatic see engine Baidu chromatic to sort 29 from 46.

Toyota reclaimed its function as the world's most priceless car brand, as it recovered from a bungled 2010 creation recall. The survey was carried out before the March seism that caused large flutter to Asian supply chains.

The total continuance of the crowning 100 brands chromatic by 17 proportionality to $2.4 trillion, as the orbicular economy shifted to growth.

Millward emancipationist takes as a starting saucer the continuance that companies place on their possess main brands as intangibles in their earnings reports.

It combines that with the perceptions of more than 2 meg consumers in germane markets around the concern whom it surveys over the instruction of the year, and then applies a binary derived from the company's short-term forthcoming ontogeny prospects.

The flooded inform is at www.millwardbrown.com/brandz.

(Editing by David Cowell)

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