Apple is no longer the most valuable brand in the world as Google takes top spot

Bloomberg News/Landov

A lack of innovation in the Apple pipeline is one reason Brand Finance says Apple slipped from the top spot.

Apple Inc.’s brand value and its position on the list of most valuable brands in the world have slipped, according to the latest Brand Finance Global 500 report.

Sitting atop the list is Google GOOGL, -0.60% , which saw its brand value rise 24% to $109.5 billion in 2017 from $88.2 billion in 2016. The last time Google was number one was 2011, according to Brand Finance, a valuation and strategy consultancy. Google is “unchallenged” in its search business, the firm says, which is at the heart of its advertising income.

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