You can give the crown! Apple hits Google as most valuable brand in technology segment

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appleApple has topped BrandZ’s Top 20 Most Valuable Global Technology Brands in 2019. The list existed 14 years ago, and the Cupertino giant narrowly missed Google with a 3 percent growth, reaching a value of the brand of US $ 309.5 billion. Second, the Mountain View company came to $ 309 billion.

One of the factors that contributed to Apple’s increased brand value is that the company has changed consumers’ perception that it is just a company that makes smart devices, thanks to new offers in TV broadcasting, news, series and movie subscriptions. gaming services, in addition to introducing a shared brand credit card.

It is worth mentioning the growth of Microsoft, which reached third place, with the US $ 251.2 billion. Traditionally known as a B2B brand (business to business, a concept applied to companies that provide products/services to other companies), Microsoft has grown by 25% in brand value thanks to the launch of a new range of services for professional consumers that optimize time.

On the other hand, although it has risen to fourth place, Facebook lost 2% in brand value ($ 159 billion) because of obvious privacy concerns that have affected consumer confidence.

Purchased by Facebook, Instagram jumped eight places in the ranking, reaching the twelfth place with $ 28.2 billion, thanks to the addition of new functions – like shopping, television and video chat – that made the platform leave a network of image sharing to a complete ecosystem desired by creators and marketers.

The combined value of technology brands accounts for almost 40% of the total BrandZ ranking of the 100 Most Valuable Global Brands, reaching more than $ 1.6 trillion – almost triple the retail, the second most valuable category.

Much of this value is derived from consumer technology brands totaling more than $ 1 trillion. Examples include Chinese newcomers Xiaomi (No. 74, $ 19.8 billion) and Meituan (No.78, $ 18.8 billion), a consumer technology platform that offers everything from food delivery, room bookings, rides, and rental bikes.

About the nineteenth-ranked Xiaomi, BrandZ’s analysis points to maca as the owner of a healthy brand equity and a strong growth potential, which places it among other Chinese-born companies such as Alibaba, Tencent, and Huawei. The study also highlights the market leadership in smartphones in countries such as India and Spain.

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BrandZ’s Most Valuable Global Brand Ranking is in its 14th year and is commissioned by WPP – a creative transformation company. The assessment was conducted by Kantar, a global leader in data, insights and consulting. To reach the bottom line, the study combines closely analyzed market data from Bloomberg with extensive consumer perception of more than 3.7 million consumers worldwide.

Rank 2019

Brand

Country of origin

Brand Value 2019 ($ M)

Change in value

Variation in the ranking

1

Apple

US

309,527

3%

1

2

Google

US

309,000

2%

-1

3

Microsoft

US

251,244

25%

0

4

Facebook

US

158,968

-2%

1

5

Tencent

China

130,862

-27%

-1

6

IBM

US

86,005

-11%

0

7

SAP

Germany

57,528

4%

0

8

Accenture

US

39,184

16%

0

9

Intel

US

31,880

13%

1

10

Samsung

South Korea

30,369

-6%

-1

11

Cisco

US

28,861

35%

4

12

Instagram

US

28,205

95%

8

13

Adobe

US

27,930

57%

3

14

Salesforce

US

26,917

58%

3

15

Huawei

China

26,908

8%

-2

16

Oracle

US

26,488

3%

-4

17

LinkedIn

US

22,816

46%

1

18

Baidu

China

20,879

-22%

-7

19

Xiaomi

China

19,805

AT

NEW

20

Dell Technologies

US

18,486

AT

NEW

 

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