The best global tech brands
Interbrand has released its annual Best Global Brands report, which shows tech companies dominating the top positions.
To develop its report, Interbrand examines the three key aspects that contribute to a brand’s value:
- The financial performance of the branded products or service;
- The role the brand plays in influencing consumer choice;
- The strength the brand has to command a premium price, or secure earnings for the company.
“As global competition increases and many competitive advantages, like technology, become more short-lived, a brand’s contribution to shareholder value will only increase,” noted Jez Frampton, Interbrand’s global CEO.
Taking the top spot on the best global brand list is softdrink and beverage company, Coca Cola, which retained its top spot, adding 8% to its brand value since 2011, pushing it up to $77.84 billion.
Aside from the undisputed king of fizzy drinks, the top 10 of Interbrand’s list was dominated by tech companies. Apple moved up from eigth position in 2011, to claim second overall.
Apple added 129% to it’s brand value, up to $76.65 billion from $33.49 billion in 2011 and dethroned IBM, which dropped down to third.
Search giant Google ranked fourth, pushing software firm Microsoft down to fifth.
General Electric and Korean electronics giant, Samsung, rounded off the showing for technology in the top 10.
Samsung was shown to have climbed the most places on the listing, growing its brand value 40% to $32.89 billion from $23.43 billion in 2011. This catapulted the company from seventeenth to ninth place.
In the rest of the listing, Cisco (14), Oracle (18), Nokia (19), Amazon (20), Canon (30), eBay (36), Sony (40), Philips (41) and Dell (49) cracked the top 50.
Siemens (51), Nintendo (56), Xerox (59), Panasonic (65) and the struggling BlackBerry brand (93) as well as Yahoo! (97) fell into the latter half of the listing.
Facebook (69) was the only new tech entry on the list.
Here is the full list of tech companies:
| Position | Brand | Change | Value (Billions) |
| 2 | Apple | 129% | $76.568 |
| 3 | IBM | 8% | $75.532 |
| 4 | 26% | $69.726 | |
| 5 | Microsoft | -2% | $57.853 |
| 6 | General Electric | 2% | $43.682 |
| 8 | Intel | 12% | $39.385 |
| 9 | Samsung | 40% | $32.893 |
| 14 | Cisco | 7% | $27.197 |
| 15 | HP | -8% | $26.087 |
| 18 | Oracle | 28% | $22.126 |
| 19 | Nokia | -16% | $21.009 |
| 20 | Amazon | 46% | $18.625 |
| 25 | SAP | 8% | $15.641 |
| 30 | Canon | 3% | $12.029 |
| 36 | eBay | 12% | $10.947 |
| 40 | Sony | -8% | $9.111 |
| 41 | Philips | 5% | $9.066 |
| 49 | Dell | -9% | $7.591 |
| 51 | Siemens | -5% | $7.534 |
| 56 | Nintendo | -8% | $7.082 |
| 59 | Xerox | 5% | $6.714 |
| 65 | Panasonic | 14% | $5.765 |
| 69 | New | $5.421 | |
| 78 | Adobe | 9% | $4.557 |
| 93 | BlackBerry | -39% | $3.922 |
| 97 | Yahoo! | -13% | $3.851 |
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