Apple the world's most valuable brand

iPhone and iPad maker Apple is the world's most valuable brand, according to a new report.

It overtook search engine Google, its brand value climbing 84 per cent in the past year to $153.3 billion, the BrandZ 2011 rankings by Millward Brown reveal.

The switch ends Google's four-year reign at the top. Google's brand value fell two per cent to $111.5 billion.

IBM is third, McDonald's fourth. Elsewhere social network Facebook is number 35, with a brand value of $19.1 billion. Amazon is 14th, Wal-Mart is 15th. 12 of the top 100 global brands were from China.

Apple's top spot position reflects its continued growth and stunning sales. In the last financial year it launched new versions of the iPhone and iMac. Recently the iPad 2 launched – and immediately sold out.

"It's clear that every single Apple employee, from Steve Jobs and Tim Cook to the summer interns, see protecting and nurturing that brand as a top priority," Millward CEO Eileen Campbell commented.

"Tablet computing also drove value growth not just for Apple, but also for the providers who support yet another networked device."