Apple Overtakes Google to Become World's Most Valuable Brand (AAPL, GOOG)

Technology juggernaut Apple Inc.

is now the world's most valuable brand, according to the global brands agency Millward Brown. The move also demotes search giant Google Inc.

to the second most valuable brand, after holding the top position for four years. The iPhone and iPad maker's brand is now worth $153 billion, almost half Apple's market capitalization of $319 billion, the annual BrandZ study of the world's top 100 brands reported. Peter Walshe, global brands director of Millward Brown, cites Apple's details-oriented approach, along with increased corporate use of gadgets, have allowed the company to behave differently from other consumer-electronics makers. “Apple is breaking the rules in terms of its pricing model,” he told NEWS.GNOM.ES by telephone. “It's doing what luxury brands do, where the higher price the brand is, the more it seems to underpin and reinforce the desire.” “Obviously, it has to be allied to great products and a great experience, and Apple has nurtured that.” The rest of the list: 3. IBM

4. McDonalds

5. Microsoft

6. Coca-Cola

7. AT&T

8. Marlboro

9. China Mobile

10. General Electric