Commentary
4/28/2010
02:04 PM
Bob Evans
Bob Evans
Commentary

Google, IBM, Apple Top List Of Most-Valuable Brands

In an annual ranking of the brand value of global technology companies, Google, IBM and Apple held their top three spots from last year while the brand value for each rose significantly. And between HP and Cisco, one saw its brand value soar 48% for the year while the other's tumbled by 7%. Click ahead to see the whole list.



In an annual ranking of the brand value of global technology companies, Google, IBM and Apple held their top three spots from last year while the brand value for each rose significantly. And between HP and Cisco, one saw its brand value soar 48% for the year while the other's tumbled by 7%. Click ahead to see the whole list.Compiled by research agency Millward Brown, the list is designed to show the deep integration technology has made within our personal and professional lives. For more on the whole process, click here, and below you'll find the top 10 most-valuable tech brands, followed by their estimated brand value in dollars, percentage increase from last year's brand value, and then their rank on last year's list.

1. Google, $114.3 billion brand value, +14%, #1

2. IBM, $86.4 billion brand value, +30%, #2

3. Apple, $83.2 billion brand value, +32%, #3

4. Microsoft, $76.3 billion brand value, no change, #4

5. Hewlett-Packard, $39.7 billion brand value , +48%, #12

6. Blackberry (RIM), $30.7 billion brand value, +12%, #14

7. Oracle, $24.8 billion brand value, +16%, #19

8. SAP, $24.3 billion brand value, +3%, #21

9. Cisco, $16.7 billion brand value, -7%, #35

10. Nokia, $14.9 billion brand value, -58%, #43

Here's Millward Brown's description for how it arrives at the brand value:

"Developed for WPP's operating companies by Millward Brown Optimor, the BrandZTop 100 Most Valuable Global Brands ranking is now in its fifth year. It is the only study to combine measures of brand equity based on interviews with over a million consumers globally about thousands of global "consumer facing" and business-to-business brands with a rigorous analysis of the financial and business performance of each company (using data from Bloomberg and Datamonitor) to separate the value that brand plays in driving business revenue and market capitalisation. Consumer perception of a brand is a key input in determining brand value because brands are a combination of business performance, , product delivery, clarity of positioning, and leadership."

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