Dive Brief:

• Google has grabbed the top spot on WPP and Millward Brown's “The BrandZ Top 100 Most Valuable Global Brands” study. 
• The search giant bumps out Apple, which held the No. 1 spot for the past three years. 
• The boost for Google comes from innovations like mapping, wearables, payments, and social media, which bumped its value 40% to $159 billion, compared to Apple's 20% decline to $148 billion. 

Dive Insight: 

Apple held the top spot for multiple years because of the heavy innovation it pursued. As that innovation has tapered off, Google has continued actively pursuing new arenas. The fact that Google surpassed Apple this year goes to show that innovation and risk can pay off in brand value.