LONDON (Reuters) - Apple has overtaken Google as the worlds most valuable brand, ending a four-year reign by the Internet search leader, according to a new study by global brands agency Millward Brown. The iPhone and iPad makers brand is now worth $153 billion, almost half Apples market capitalization, says the annual BrandZ study of the worlds top 100 brands. Apples portfolio of coveted consumer goods propelled it past Microsoft to become the worlds most valuable technology company last year. Peter Walshe, global brands director of Millward Brown, says Apples 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. Its doing what luxury brands do, where the higher price the brand is, the more it seems to underpin and reinforce the desire. Obviously, it has to be allied to great products and a great experience, and Apple has nurtured that. Of the top 10 brands in Mondays 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. McDonalds 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. Facebook entered the top 100 at number 35 with a brand valued at $19.1 billion, while Chinese search engine Baidu rose to number 29 from 46.