The European Brand Institute has revealed that Apple Inc., the maker of the iPod and the iPhone, is the most valuable brand across the globe. Apple has beaten Coca-Cola and tops the list with a brand value of 9.7 billion euros ($96 billion). This study was conducted amongst more than 3000 companies over 24 countries. Microsoft Corp. is ranked third, one ahead of its rival Google Inc. A separate report by WPP Plc's Milward Brown Unit indicated that Apple overtook Google in brand value this May. According to this Vienna-based institute, that compiled global rankings for the first time, North American brands have performed twice as well as compared to European brands when it comes to brand value. The study also revealed that the top 10 brand companies are all based in the US.