GOOGLE has overtaken technology firm Apple as the world's top-value brand.
The results were in the annual rating list released by global market research agency Millward Brown this week.
The only Australian companies on the list were banks and groceries giant Woolworths.
The Commonwealth, which has a brand valued at $21 billion, came 44th and was the highest Australian entry.
The others were the ANZ ($19.1 billion, 51st), Westpac ($11.7 billion, 85th) and Woolworths ($12 billion, 82nd).
The Commonwealth and ANZ also were rated eighth and ninth respectively in Asia area brands.
Vodaphone, Facebook, Disney, Toyota, Nike, L'oreal, Samsung, Subway, Ikea, Ford, JP Morgan, and 7Eleven were also in the top 100.
Google's brand value shot up 40% in a year to $171.5 billion, a Millward Brown spokesman said.
It is number one in the research agency's 100 Top BrandZ report released this week. This is apparently due to its investments in new concepts, gadgets and initiatives.
"Google has been extremely innovative this year with Google Glass, investments in artificial intelligence and a range of partnerships," Benoit Tranzer, the head of Millward Brown France, said.
Google Glass is internet-linked eyewear for which the firm has joined hands with Luxottica, a frame giant behind Ray-Ban and other high-end brands, to sell the new product in the US.
"All these activities send a very strong signal to consumers about the essence of Google," Mr Tranzer said.
Apple, which dominated the top position for three straight years, saw its brand value fall by 20% to $169.6 billion.
The top 10 of the 100 slots were dominated by US firms.
IBM was third at $116 billion, a fall of 4%, followed by Microsoft at $97.4 billion - a 29% rise. Fast food chain McDonald's ranked next at $92.5 billion, followed by Coca-Cola at $87.1 billion, the report said.
China led in the insurance sector with Ping An valued at $12.4 billion and China Life $12 billion.
French luxury goods manufacturer Louis Vuitton was ranked 30th overall, but it was the top luxury brand and valued at more than $25 billion.
Brand value is calculated on the basis of the firms' financial performance and their standing among consumers.
TOP 10 GLOBAL BRANDS
- Google $171.5bn
- Apple $169.6bn
- IBM $116bn
- Microsoft $97.4bn
- McDonald's $92.5bn
- Coca-Cola $87.1bn
- Visa $85.5bn
- AT&T $84.1bn
- Marlboro $72.6bn
- Amazon $69.5bn
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