Google is the world's most powerful brand with a value of $66.4bn, according to an annual ranking by a market research firm.
"Success stories from this year's Brandz Top 100 demonstrate that winning brands leverage major market trends effectively to create business value," said Joanna Seddon, chief executive at Millward Brown.
"Strong brands are capable of extending into areas of opportunity to access new revenue streams and to help businesses respond to market changes."
The ranking attempts to put a dollar value on a brand based on current and expected future earnings.
The figure is generated from hard economic data as well as softer variables such as intangible consumer loyalty and perceived growth potential.
Strong brands in the field of technology have to be able to stretch to include new product categories and converge with existing categories.
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