Apple has overtaken Google as the world's most valuable brand, ending a four-year reign by the Internet search leader, according to a new study by global brands agency Millward Brown.
Peter Walshe, global brands director of Millward Brown, says Apple's meticulous attention to detail, along with an increasing presence of its gadgets in corporate environments, have allowed it to behave differently from other consumer-electronics makers.
Peter Walshe，Millward Brown的全球品牌总监表示，一方面苹果注重细节，另一方面，在企业环境下苹果不断推出小工具。这两大要素让苹果公司大大区别于其他消费电子制造商。
"Apple is breaking the rules in terms of its pricing model. It's doing what luxury brands do, where the higher price the brand is, the more it seems to underpin and reinforce the desire."
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.
Walshe said demand from China was a major factor in the rise of fast-food brands. "The Chinese have been discovering fast food and it's such a vast market - Starbucks, McDonald's... and pizza has hit China," he said.
After the miscues of Windows Vista, Microsoft is hoping to restore its image with the new operating system Windows 7, which launched Thursday. Apple isn't helping. The maker of Ma
A well-known American psychologist mother in order to study the impact on human life in the United States selected 50 successful people, they are in their respective industries get