Google has been labelled as the strongest brand amongst the world’s top 100 valuable companies in 2014 when listed in terms of financial worth, according to new research from FutureBrand.
Microsoft closely followed in second position and Walt Disney in third.
Apple, which had originally led the list with first place, fell to number four.
Tom Adams, global head of strategy at FutureBrand said: “Companies are also brands and our results show for the first time the extent to which the strongest in 2014 are able to transcend the positions dictated by opinions of their financial worth; opinions which in any case are formed largely by financial institutions.
“Google is the clear leader on such measures, but a special commendation goes to the greatest risers who have really grasped the importance of building a strong company brand to confound expectations of a negative Cap Gap”, he added.
AbbVie, SABIC, and MasterCard improved the most, rising 80, 72 and 67 places respectively.
ExxonMobil was one of the three largest fallers, dropping from second to 87th place, the others being PetroChina and Wells Fargo (falling 79 places and 72 places respectively).
FutureBrand’s research partner QRi surveyed 3,030 members of the public in 17 countries from around the world to gain a reliable perception of the brands.
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