Apple falls from top spot in global brand ranking

Persuasion Notebook offers quick hits on the business of persuasion from The Globe and Mail’s marketing and advertising reporter, Susan Krashinsky. Read more on The Globe’s marketing page and follow Susan on Twitter@Susinsky

Google has leapfrogged Apple in the power of its brand globally.

That is according to the BrandZ top 100 ranking, which is one of the annual reports that track the monetary value that brands contribute to a company’s worth. Apple had bested Google in recent years, but saw itself knocked out of the top spot in 2014.

The BrandZ rankings were led by tech companies in the top four spots. There were also some new entrants from the tech world: Twitter and PayPal both joined the top 100 for the first time this year.

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