Every year, leading valuation and strategy consultancy Brand Finance values the world’s biggest brands. The 100 most valuable technology brands are included in the Brand Finance Technology 100 2019 league table.
Brand value is understood as the net economic benefit that a brand owner would achieve by licensing the brand in the open market. Brand Strength is the efficacy of a brand’s performance on intangible measures relative to its competitors.
Additional insights, more information about the methodology, as well as definitions of key terms are available in the Brand Finance Technology 100 2019 report.
Amazon leads tech titans
Amazon strengthens and maintains its position as the world’s most valuable technology brand. Brand value surges 25% to a record US$187.9 billion, over US$30 billion more than 2nd place Apple. Notoriously strong for service, last year, Amazon recorded its most successful Prime Day to date, with consumers purchasing more than 100 million products. This was shortly followed by the brand crossing the US$1 trillion threshold on Wall Street for the first time in its history. And due to an ever-diversifying portfolio, it seems no industry is safe from the threat and power of Amazon.
The Amazon brand is well-positioned for further growth but the presence of Chinese brands this year is most impressive and certainly not to be ignored.
David Haigh, CEO of Brand Finance, commented:
“Amazon is leaving no stone unturned as it relentlessly extends into new sectors, however its technological might still overshadows rivals to retain the status of the world’s most valuable tech brand.
The Amazon brand is well-positioned for further growth but the presence of Chinese brands this year is most impressive and certainly not to be ignored.”
Chinese brands flex muscle
While the top 5 most valuable tech brands are dominated by brands from the USA, the remaining 5 within the top 10 are from China and South Korea, asserting the dominance and competitiveness of the Asian players.
New entrant Taobao (brand value US$46.6 billion) is the most valuable, breaking into the top 10 for the first time. The Chinese online shopping website is headquartered in Hangzhou and owned by Alibaba. It is one of the world’s biggest e-commerce websites, offering its almost 620 million monthly active users a marketplace to facilitate consumer-to-consumer (C2C) retail by providing a platform for small businesses and individual entrepreneurs to open online stores
At US$50.7 billion, China’s WeChat is a rising star, having lifted its brand value 126% over the previous year. Its influence is reflected in the impressive way in which the brand has successfully created a digital ecosystem for its 1 billion Chinese users who use the platform every day to instant message, read, shop, hire cabs, and more
WeChat has broken into the top 10 for the first time, making it worthy of its strongest brand accolade, improving on last year with an upgrade to the elite AAA+ brand strength rating and a corresponding 90.4 out of 100 Brand Strength Index (BSI) score. Whilst China’s burgeoning middle class makes it attractive to continue strengthening the brand domestically, the massive growth experienced by brands as they pursue international business is also appealing
Another tech brand relying on the domestic customer base has made the most of the immense growth in demand for streaming content within the country. iQiyi is not just China’s but the world’s fastest-growing brand this year, up 326% to US$4.3 billion. The Baidu-owned online video platform is China’s answer to Netflix and hosts over 500 million monthly active users.
More likes for digital and social media brands
Netflix is rising through the ranks, with its brand value growing by a whopping 105% over the past year to $21.2 billion, Netflix is set to play the lead role in home entertainment, building a disruptive business as a universally accessible narrowcaster and in this way effectively challenging traditional broadcasting brands.
YouTube (brand value up 46% to $37.8 billion), another rapidly growing digital media brand, retains its spot in 11th place. Like Netflix, YouTube is building a broad platform for video content, in an effort to leverage its brand from merely peer-to-peer video creation and sharing to also include a growing premium and professional video library.
Similarly, Twitter (brand value up 66% to $3.2 billion) jumps almost 100 ranks to become the 258th most valuable brand in America. Another successful social media platform, Instagram is the most valuable new entrant to the ranking this year, claiming 47th spot with a brand value of $16.7 billion.
New entrant Instagram,the photo and video sharing social networking platform owned by Facebook, recorded a brand value of US$16.8 billion. The service has over 1 billion active monthly users and with the rising popularity of Instagram influencers, is also becoming the most attractive portal for digital marketing spends and bringing in impressive advertising engagement revenue.
Although rising up from sixth to fifth place, social networking site Facebook (brand value up 8.7%to US$83.2 billion) has recorded a drop in its brand strength, its AAA+ status from last year slipping down to AAA in 2019. Facebook’s corresponding Brand Strength Index (BSI) score has decreased to 82.9 out of 100.
IT Services brands log growth
Not to be ignored are the notable performances in the technology rankings clocked in by IT Services brands TCS, Accenture, Capgemini, Wipro and IBM who have all seen growth in brand value since last year.
Valued at US$26.3 billion, Accenture has grown rapidly by 56.5% since last year, a testament to its continued innovation across AI, advanced analytics and growing cybersecurity practice. The professional services and IT Services brand has made waves in the industry for its pioneering work on how companies can best achieve a smooth blockchain transformation.
Growing in brand value by 23% to US$12.8billion is India’s largest IT services conglomerate, Tata Consultancy Services (TCS), bolstered by a disciplined focus on the market’s increased demand for digital services. TCS has positioned itself as a leader in providing a superior all-round customer experience, leveraging artificial intelligence and robotic automation across its transformation programs. TCS is also to be commended as the first Indian IT services brand to achieve success in the Japanese market; the Mumbai-based brand has expanded its operations in Japan and overseen a merger of three brands to create Tata Consultancy Services Japan.
Wipro (up 25% to US$4.0 billion) is to be commended for its significant investments in digital transformation capabilities, niche acquisitions, and a recent brand refresh, which have propelled it up the rankings to 81st most valuable technology brand this year.