Google has topped a list of the world's most powerful brands, with new research estimating its value to be $86bn (£43bn).

WPP-owned research company Millward Brown puts Google at number one in its annual top 100 global brand power list for the second year in a row with a 30% year-on-year increase in its value.

Google beat General Electric to the top spot, with the NBC Universal owner's brand value estimated at $71.4.

The next most valuable brands are Microsoft at $70.89m, Coca-Cola at $58.2m and China Mobile at $57.2m, according to Millward Brown.

"Google's rank has been driven by fantastic financial performance and equity value," said Peter Walshe, the global account director at Millward Brown.

The top five remained unchanged year-on-year, with each company recording an increase in brand valuation by between 15% and 39% compared with 2007.