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Apple and Google top Best Global Brands ranking for third year running

Apple and Google have once again topped Interbrand's annual ranking of the world's most valuable brands. Interbrand's 2015 edition of the Best Global Brands report sees the technology industry continue to dominate, with more than half of the top ten slots represented by companies operating in the space.

Apple's brand is valued at $170 billion by the consultancy, while Google's is estimated at $120 billion; the figures represent respective increases of 43 and 12 percent. Valuation is calculated based on a company's financial performance, a brand's ability to influence customer purchases, and the extent to which it can support premium pricing.

Nokia and Nintendo make way for Lenovo and PayPal

Microsoft traded places with IBM to take fourth place, Samsung held steady at seventh, and Amazon leapt into tenth place from last year's fifteenth. (Interbrand classifies IBM as a business brand and Amazon as retail, so they don't technically fit into the report's technology category.) The other brands in the top ten are Coca-Cola, Toyota, General Electric, and McDonald's.

Lenovo is a new entry on the list, just managing to secure the 100th position, and PayPal also made its debut at 97th place. Nokia and Nintendo, however, both dropped out of the rankings.