Page 58 - BrandZ Top 100 Most Valuable Global Brands 2014

Section 03 | The Categories
Technology | Technology

Technology – Consumer

Youthful but maturing

brands compete to

innovate and grow

Chinese technology leaders head West

With a 40 percent increase in brand Some of the brands assert a higher
value, technology giant Google claimed purpose summarized as “Smarter Planet”
the title world’s most valuable global (IBM) or “Do no evil” (Google), which
brand, ranking number one in the advances the interests of humanity and

BrandZM Top 100 Most Valuable Global improves life for individuals, while
Brands 2014.
building loyalty and driving proit. The
most successful technology brands are
Google’s rise symbolizes the strength of those that constantly push the brand
the technology category that by itself life cycle curve to the right.

totals $827 billion, almost 30 percent of
the value of the BrandZM Global Top 100. Searching for meaning
The technology category rose 16 percent
overall in brand value.
Both a brand and a verb that means “to Top 20 Technology
The dominance of technology in the search,” Google has become part of
people’s lexicon and lives. Google
BrandZM Top 100 Most Valuable Global launched Gmail 10 years ago. Today, Brand Value Brand
Brands relects the ubiquity of over 425 million personal signatures end Refreshing and building % Change Value Brand
technology in people’s lives and the
strength and global nature of the with @gmail.com. The brand has a young brand
2014 vs 2013
2014 $M
Contribution
category brand leaders, including:
successfully monetized this stature with 1
Google
158,843
3
40%
a value exchange that converts
aggregated personal data into Facebook, which didn’t enter the 2 Apple 147,880
-20% 4
BrandZM leaders Four of the top ive information that potentially helps BrandZM Global Top 100 until 2011, now
BrandZM most valuable global leaders ranks 21. The company’s $19 billion 3
IBM
107,541
4
-4%
are technology brands. Apple, IBM marketers and consumers connect
acquisition of WhatsApp illustrates both
and Microsoft follow Google. in more relevant ways.
the inancial power of Facebook and the 4 Microsoft 90,185
29% 4

Microsoft claimed the spot in 2006. Alongside its core business, Google has need to refresh a brand only 10 years 5
Tencent
53,615
4
97%
Google ranked number one from 2007 built a culture of innovation. Some after its establishment in 2004, at
to 2010. Apple was number one from initiatives are market driven and have Harvard. Facebook claims about 1.2 6 SAP 36,390
6% 2
2011 to 2013.
billion members. As they age, the 7
Facebook
35,740
4
68%
16%
immediate impact. Google Glass places WhatsApp messaging service reaches
Fastest risers The fastest rising Google at the vanguard of technology a younger audience.
8 Baidu 29,768
46% 4
and wearable devices. Google created an
brands across all categories include: Android Wear Operating System for use 9
Samsung
25,892
3
21%
China’s Internet portal Tencent, up 97 with watches and other wearables.
Not all Facebook’s initiatives were
percent, Facebook, (68 percent), about coping with maturation. Within 10 Oracle 20,913
4% 2
Baidu, the Chinese search engine (46 a week after purchasing WhatsApp,
percent), and Yahoo!, which owns a Other more long-term initiatives include Facebook staked its claim to the future 11
HP
19,469
2
19%
research into artiicial intelligence,
stake in Alibaba, the Chinese slowing aging, improving car safety and of virtual technology with the 12 Accenture 18,105
10% 3
ecommerce site (44 percent).
redesigning cities with driverless cars. acquisition of Oculus, a producer of Siemens
virtual reality goggles.
13
16,800
2
36%
Newcomers Two technology brands Projects like these elevate the brand, so 14 Yahoo! 14,174
44% 3
entered the BrandZM Top 100 Most that it’s viewed as both a commercial and Facebook also announced that it was
scientiic enterprise, practical in its need 15
Twitter
13,837
4
New
Valuable Global Brands for the irst to generate proit but also generous. And experimenting with the drones, satellites Deinition
time, Twitter, which launched a what Google doesn’t innovate, it and other technology to connect even 16 Cisco 13,710
16% 2
successful IPO in 2013, and LinkedIn, the most remote parts of the earth. The
publicly traded since 2011.
acquires, such as its purchase of Nest,
rise in brand value relects investor The technology category includes 17
LinkedIn
12,407
4
New
a home automation company.
conidence in this vision and a rebound business-to-consumer and
The rapid rises in brand value – and from weak share movement immediately business-to-business providers
18 Intel 11,667
-15% 2
of hardware, software, portals,
the luctuations, with Apple declining after the 2012 IPO.
consultation and social media 19
Sony
7,718
3
-1%
and Microsoft rebounding – point to platforms. The diversity of the 20 Ericsson 6,827
New
2
the extraordinary rate of industry
maturation and innovation technology category relects the Source: Valuations include data from BrandZM and Bloomberg.
happening simultaneously.
convergence occurring as brands Note: Dell has been privatised and valuation is suspended this year.
develop integrated systems of Brand contribution measures the inluence of brand alone on earnings, on a scale of 1 to 5, 5 highest.
products and services.

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