Not only did Apple surpass Microsoft in market capitalization to become the second most valuable U.S. company in 2010, it also superseded Google to become the most valuable consumer-facing brand in the world, according to a study published by global research agency Millward Brown.

Apple's brand value jumped 84% to $153.3 billion, driven largely by the company's success with the iPad and iPhone 4, the study found. Google's brand declined 2% to $111.5 billion. IBM, McDonald's and Microsoft rounded out the top five.

With a 246% increase in brand value to $19.1 billion — the greatest leap of any company in the survey — Facebook made its debut on the top 100 chart at number 35. Baidu, the leading search engine in China, was the second-fastest climber at 141%, placing it at number 29.

Other notable findings: Amazon (14) overtook Walmart (15) to become the most valuable retail brand in the world at $37.6 billion; Toyota once again became the most valuable car brand; and 12 of the top 100 brands in 2010 came from China.

Brands' values were determined by a mix of factors, including future earnings (discounted to their present-day values) and in-depth consumer surveys, Millward Brown says. For further information, see the full report.

The 50 Most Valuable Brands