苹果是世界上最值钱的品牌?

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Apple has overtaken Google as the world's most valuable brand. According to a report issued by global brand consulting company Millward Brown, the four-year reign of the search engine giant has come to an end.

A new study by the global brands agency Millward Brown finds that Apple is now the world's most valuable brand, beating out Google which held top spot for the previous four years.

The annual index of the world's top 100 brands estimates that Apple's brand is now worth 153 billion dollars -- an increase of 84 percent over the previous year.

Nick Cooper is the managing director of the agency's European operations.

He said, "They've just got a lot of things right. They've got one product after another coming to market. Things like the iPad, the iPad 2 and the iPhone. They've also made the brand very iconic so I think it's a brand people want to buy into and be associated with. On both those counts they've done extremely well."

Apple's portfolio of coveted consumer goods propelled it past Microsoft to become the world's most valuable technology company last year.

Cooper says other companies could learn a lot.

He said, "They have consistently invested in innovation, constantly refreshed the product. They've been different. Unique. Ahead of the competition which is easy to say, difficult to do, but they've managed to do it. I think the second thing is that they've connected with consumers - again it's something that consumers want to be seen with. They do that...and they communicate. They've invested a lot in the brand and brand communication."

Google is rated number 2 on this year's list. Microsoft is number five. Six of the top ten brands come from the world of tech & telecoms.

The total value of the top 100 brands rose by 17 percent to $2.4 trillion, as the global economy shifted to growth.