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LONDON (Reuters) – Apple has overtaken Google as the world's most priceless brand, success a four-year reign by the cyberspace see leader, according to a newborn 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 period BrandZ think of the world's crowning 100 brands.

Apple's portfolio of desirable consumer artefact propelled it past Microsoft to become the world's most priceless profession consort terminal year.

Peter Walshe, orbicular brands administrator of Millward Brown, says Apple's fastidious attention to detail, along with an crescendo proximity of its gadgets in joint environments, have 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 wealth brands do, where the higher toll the sort is, the more it seems to match and fortify the desire."

"Obviously, it has to be united to enthusiastic products and a enthusiastic 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 two places to sort four, as alacritous matter became the fastest-growing category, Coca-Cola slipped digit place to sort six, Marlboro was also downbound digit to sort eight, and General Electric was sort 10.

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

"The artefact McDonald's has reinvented itself, adapted its menus, added healthy options, expanding the nowadays of period it crapper be visited, for warning meal for breakfast... that united with ontogeny in developing 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, patch Asiatic see engine Baidu chromatic to sort 29 from 46.

Toyota saved its position as the world's most priceless automobile brand, as it recovered from a unskilled 2010 creation recall. The survey was carried discover before the March earthquake that caused large flutter to Japanese supply chains.

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

Millward emancipationist takes as a play saucer the continuance that companies place on their own 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 world whom it surveys over the course of the year, and then applies a binary derived from the company's short-term forthcoming ontogeny prospects.

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

(Editing by king Cowell)

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