Google has stolen the tag of "most valuable brand" from Apple in the latest Millward Brown BrandZ Top 100 ranking.
This year's list saw Google take the first position in both the technology and global categories after their brand rose 40 percent in value over the last year.
In contrast, this year's list saw the end of Apple's three year run in the lead with their brand dipping 20 percent in value.
The rankings are calculated based views of potential and current buyers of a brand, as well as financial data.
Technology brands dominated the top 10 positions on this year's list, growing 16 percent in value compared to the other categories on the list.
The fastest growing brand on this year's list was Chinese internet company Tencent, who grew 97 percent to US$54 billion.
The market-consultancy firm found that tech brands who embraced the business opportunities offered by cloud-based technology and services fared strongest, with Cisco, SAP, IBM and Oracle all placing within the top 20.
Notably, this year's list also saw Facebook grew 68 percent to US$36 billion, while other social networking companies, Twitter and LinkedIn, made their BrandZ debut.
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