International marketing firm BrandZ terms social media and other interactive media as “Share of Life.” And several technology firms – one with a big Triangle connection – are flexing more muscle in global band value.

Google’s continuing embrace of new technology, such as Google Glass wearable computing devices, has vaulted the Internet giant past Apple in the U.K.-based marketing firm;s annual “Top 100” brands report.

And more tech apparently is coming. The Wall Street Journal is reporting that Google is preparing to launch tablets capable of rendering 3D images. (CNet has a detailed report online.

“Share of Life” firms such as Facebook, Twitter, LinkedIn and Tencent cashed in, too, over the last year, bringing much more value to each company.

And don’t forget Tencent, an Internet powerhouse based in China, has a big Triangle connection.

It owns 40 percent of Cary-based computer game technology powerhouse Epic.

Back to the report. 

Google increased its brand value based on a matrix of considerations to $159 billion according to BrandZ. That’s a 40 percent surge.

Apple fell to second at $148, down 20 percent. And IBM remains third.

So why is Google up so much and Apple down?

Apple fell from the No. 1 spot which it held for three years due in part to a failure to introduce another big hit product, BrandZ says.

Meanwhile, Google surged with Google Glass helping demonstrate the company’s grasp of new technology, more applications, and its appeal to consumers. Although concerns about privacy have produced a backlash among some government agencies, companies and consumers  - even some bars won’t allow Google Glass – the wearable wonder tool holds the promise of transforming the way we get directions, translate foreign languages and take photos.  

Here’s what Nick Cooper, managing director of Millward Brown Optimor which conducts the annual BrandZ survey, had to say about Google;s rise:

“Google has been hugely innovative in the last year with Google Glass, investments in artificial intelligence and a multitude of partnerships that see its Android operating system becoming embedded in other goods such as cars. All of this activity sends a very strong signal to consumers about what Google is about and it has coincided with a slowdown at Apple.”

This is the ninth year for the survey, and of the 100 members 71 have stayed there despite the 2008 recession. In fact, the value of the Top 100 has increased 49 percent since 2008 in $2.9 trillion. 

“Share of Life” Power

But perhaps the most interesting point other than Google supplanting Apple is the “Share of Life” conclusion in the report: 

“Successful brands such as Google (No 1 brand), Facebook, Twitter, Tencent and LinkedIn are more than just tools, they have become part of our lives. They offer new forms of communication that absorb people’s attention and imagination, while also helping them organize the rest of their lives at the same time. To gain more of our mind-space, brands such as Tencent and Google are even crossing categories. This trend also pushed No 1 Apparel brand Nike, a prime example of a brand seeking to become a share of life brand which offers services such as Nike+ that extend well beyond its functional raison d’etre.”

Tencent Surges

 Back to Tencent for a moment.

Tencent’s value soared 97 percent over the past year to $54 billion, the survey says. That’s good for 14th spot, earning Tencent the nod as fastest grower.

Tencent is just one of tech companies that surged.

Facebook is up 68 percent to $36 billion.

Cracking the Top 100 for the first time are Twitter at No. 71 and LinkedIn at No. 78.

You can read the entire report online.