Global brand consultancy firm, Interbrand Inc. announced Apple Inc. as the most valuable brand in its 2018 Best Global Brands report. The Cupertino-based technology company was followed by Google, Amazon in the second and third positions respectively.
In 19th annual report themed ‘Activating Brave’, examined the role that brand strength plays in the bold transformation of the world’s leading businesses.
“A decade after the global financial crisis, the brands that are growing fastest are those that intuitively understand their customers and make brave iconic moves that delight and deliver in new ways,” Charles Trevail, CEO Interbrand said in a statement.
In this article, we look at the top technology brands listed as the most valuable brands in 2018—by Interbrand. Out of the 100 listed brands, 13 were technology-based brands. Luxury and retail were the two dominant brands.
Apple and Google still top the list in 1st and 2nd places respectively. Notably, the two companies have held the top positions for six consecutive years. According to Interbrand, Apple’s brand value grew by 16% to USD$214,480 million, and Google’s brand value by 10% to USD$155,506 million.
Notably, Facebook who are listed as the 9th most valuable brand (5th in technology filter) in 2018 declined by 6% after five years as the top growing global brand. We assume what the company was going through since President Donald Trump elect, could have contributed to its decline.
1. Apple Inc.
Apple managed to hold its position with its brand estimated at USD$214,480 million. Apple has revolutionized personal technology with the introduction of the Macintosh in 1984. To-date, Apple leads the world in innovation with its products including; iPhone, iPad, Mac Laptops, Apple Watch, and Apple TV.
Apple took over Coca Cola in 2013 to rank as the most valuable brand in the world. Since 2001 Coca Cola was the most valuable brand before losing out its position to Apple in 2013 to come second which in the year lost it to Google.
2. Google Corp.
The Mountain View-based internet firm like Apple, has managed to keep its 2nd position for six consecutive years. The internet firm was the third most valuable brand in 2012 before it was replaced by Apple who are now to most valuable brand.
Google’s brand value is estimated at USD$155,506 million.
4 (3). Microsoft Corp.
The Redmond-based software firm is ranked 4th as the most valuable brand in the world after e-Commerce firm; Amazon Inc. Filtering to technology brands, Microsoft ranks 3rd with its brand estimated at USD$92,715 million. Microsoft is known for its products including; windows operating systems, microsoft office, servers, skype visual studio, dynamics, game consoles, mobile phones, among others.
From 2000 to 2008 Microsoft was the two most valuable brand before it was replaced by IBM in 2008 for the third position that was later replaced by Google in 2012.
6 (4). Samsung Corp.
The South Korean-based multinational conglomerate firm is the 6th most valuable brand in the world, with a brand value of USD$59,890 million. The electronics company is the 4th most valuable technology brand. The company is known to manufacture consumer electronics, electronic components, medical equipment, telecommunication equipment, to mention a few.
9 (5). Facebook Inc.
The Menlo Park-based social networking firm brand value is estimated at USD$45,168 million. Ranked as the 9th most valuable brand and 5th in technology filters. Interbrand reported that the Facebook brand value declined by 6% after five years as the top growing global brand.
Facebook today owns some of the leading social media platforms; messaging platform, WhatsApp, photo and video sharing platform, Instagram, messaging channel, Messenger, and of course their own marquee app, Facebook.
11 (6). Intel Corp.
The world’s second largest and second highest valued semiconductor chip manufacturer based on revenue after being overtaken by Samsung, is ranked 11th most valuable brand with a value of US$43,417 million. It makes it the 6th most valuable technology brand globally.
The company has manufactured products among which include; CPUs, iGPUs, SoC, motherboard chipsets, NICs, modems, Wi-Fi and Bluetooth Chipsets etc.
15 (7). Cisco Systems, Inc.
San Jose-based networking hardware has an estimated brand value of USD$34,575 million — ranking it 15th most value global brand, and 7th value tech brand.
Cisco Systems’ products and services focus upon three market segments—enterprise and service provider, small business and the home.
19 (8). Oracle Corp.
With an estimated brand value of USD$26,133 million, the Redwood-based cloud computing firm is ranked 19th most valuable global brand while technology wise, it is 8th.
Oracle is known for its products such as, Oracle Applications, Oracle Database, Oracle Enterprise Manager, servers, workstations, storage, and some of the services it offers includes; Business software, cloud computing, applications, business consulting, SaaS, IaaS, and DaaS.
21 (9). SAP SE.
Ranked 21st most valuable brand, the Walldorf-based Enterprise software firm manufactures software for business, industries, small and midsize enterprises, among others.
SAP becomes the 9th most valuable technology brand globally. Its brand value is estimated at USD$22,885 million.
51 (10). Adobe Inc.
San Jose-based, Computer software is the world’s 51st most valuable brand. Technology-wise, it’s the 10th most valuable technology brand on filters. The company’s brand is valued at an estimated USD$10,748 million.
Adobe manufacturers product that the company categorized in; Acrobat family, Flash family, Mobile apps, eLearning family, Photoshop family, Premiere family, among others.
54 (11). Hewlett-Packard Company (HP)
With an estimated brand value of USD$1043 million, HP is ranked 54th most valuable brand globally. Filtering to technology brands, it ranks 11th in the world.
The California-based technology firm deals in computer hardware and software, IT services, and offers IT consulting.
65 (12). Hewlett Packard Enterprise Company (HPE)
Founded on 1st Nov. 2015 as part of splitting of the Hewlett-Packard company (HP), its brand value is estimated at USD$8,157 million. HPE is a business-focused organization with two divisions: Enterprise Group, which works in servers, storage, networking, consulting and support, and Financial Services.
On the technology perspective ranking, it comes 12th valuable tech brand.
68 (13). Huawei Technologies Co., Ltd.The Shenzhen-based multinational conglomerate firm did make it to the top 100 most valuable brands in the world. The company is known to offer telecommunications equipment, networking equipment, and consumer electronics. Its brand value is estimated to be USD$ million ranking the company 68th most valuable brand, and on the technology perspective, ranks 13th.
Interbrand only listed 100 most valuable brands in the world, out of which 13 were technology brands.