苹果成为全球最具价值品牌

Apple has overtaken Google as the world's most valuable brand, ending a four-year reign¹ by the Internet search leader, according to a new study by global brands agency Millward Brown.

国际品牌调研机构明略行最新发布全球品牌排行榜，苹果成为全球最具价值品牌，结束了互联网搜索巨头谷歌连续四年雄踞榜首的历史。

The iPhone and iPad maker's brand is now worth $153 billion, almost half Apple's market capitalization, says the annual BrandZ study of the world's top 100 brands.

Apple's portfolio² of coveted³ consumer goods propelled（推动，驱使） it past Microsoft to become the world's most valuable technology company last year.

Peter Walshe, global brands director of Millward Brown, says Apple's meticulous⁴（一丝不苟的） attention to detail, along with an increasing presence of its gadgets⁵ in corporate⁶ environments, have allowed it to behave differently from other consumer-electronics makers⁷.

"Apple is breaking the rules in terms of its pricing model," he told the reporters by telephone. "It's doing what luxury brands do, where the higher price the brand is, the more it seems to underpin⁸（巩固，支持） and reinforce the desire."

"Obviously, it has to be allied⁹ to great products and a great experience, and Apple has nurtured¹⁰ that."

By contrast, one of the brands most threatened by Apple's rising popularity in offices took a big hit in the survey.

Research In Motion's BlackBerry brand lost a fifth of its brand value. Among technology companies, only Nokia's 28 percent decline was steeper.

Of the top 10 brands in Monday's report, six were technology and telecoms companies: Google at number two, IBM at number three, Microsoft at number five, AT&T at number seven and China Mobile at number nine.

McDonald's rose two places to number four, as fast food became the fastest-growing category, Coca-Cola slipped one place to number six, Marlboro was also down one to number eight, and General Electric was number 10.

Facebook entered the top 100 at number 35 with a brand valued at $19.1 billion, while Chinese search engine Baidu rose to number 29 from 46.

The total value of the top 100 brands rose by 17 percent to $2.4 trillion, as the global economy shifted to growth.