In a recent brand survey by Millward Brown, Apple has taken the top spot from Google as the world’s most valuable brand. The survey revealed the Apple brand to be worth a staggering $153 billion; which was a huge increase on last year’s figures. This resulted in Apple coming out on top and ended Google’s four year reign at the top.

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. ”Apple is breaking the rules in terms of its pricing model,” he told Reuters 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.”

Out of the top ten brands revealed in the survey, six were technology and telecoms companies. Google at number two, IBM at number three, Microsoft at number five, AT&T made number seven and China Mobile number nine.

The survey takes the value that the company puts on its own brand in its earnings report as a starting point. This is then combined with the perceptions of over 2 million consumers in the market who are surveyed over a 12 month period. A factor is then applied based on the company’s short-term future growth prospects.

[Millward Brown via Reuters]