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Apple has overtaken Google to become the valuable brand in the world. This is according to the analysts Brandz, who compile their Top 100 ranking of the world’s most valuable brands. Apple’s is estimated to be worth more than $153 billion. The company knocked Google off the number one . Google had occupied the top for the previous four years. Apple’s new consolidates its position as the top-valued technology company on the market. Apple’s success is to the popularity of its pioneering and market-leading products. It released its iPad in 2008 and the tablet has become one of the most gadgets on the planet.

The Brandz ranking companies across the world, making everything from baby food to plants, as well as financial services and telecommunications. It calculates its brand value by analyzing factors, including the value of a company’s balance sheet, the loyalty of customers, and prospects for growth. Apple has grown remarkably in the decade with a series of hugely iconic and products. Its brand has increased by 859 per cent since 2006. Peter Walsh, a director at Brandz, said Apple’s success was to the desirability of its products. He said Apple had succeeded in becoming a goods brand, making its products more desirable by increasing , reliability and price.