Page 60 - BrandZ Top 100 Most Valuable Global Brands 2014

Section 03 | The Categories
Technology | Technology

Technology – Business

Brands see through the Cloud

and turn planning into action

Action Points for Brand Building
Spotlight
Businesses adjust and reinvent

1. Be lexible
3. Nurture innovation
US consumers lead
in smartphone, Business-to-business technology brands Brand strength Brand is critical during Change happens quickly in technology. Technology companies are distinguished
adjusted to new computing realities, a period of transformation. The At the same time, the company shifted The most elegantly designed boardroom by their people. Build a culture of
tablet ownership
rapidly toward Cloud computing, which
especially the Cloud. And they advanced strength of the IBM brand, its changes the business model from the strategy will not work unless it allows innovation. Throughout the organization
initiatives for corporate clients that association with solving big global software license business where payment the company to be nimble and make incentivize people to seek out new ideas
With the rise of mobility and invested again in IT and sought ways to problems, provides lexibility even decisions quickly.
and take risks.
multiple screens, consumers organize and analyze big data.
during periods of business transition is received up front.
increasingly shop or watch and lat inancial results.
2. Exhibit thought leadership
4. Celebrate success and move on
Oracle’s Cloud business improved
entertainment or an If one development summarizes this signiicantly, but the brand still faces With transformation happening in many Success should signal urgency to change.
advertisement on one screen movement it’s the announcement by Going private Facing the challenge of competition, much of it from pure online industries, it’s important to demonstrate You can’t stop, especially in technology.
while engaging with a social Microsoft that the company is changing being a leading PC maker at a time of
network on another screen. leadership, with founder and technology declining PC sales, Dell founder businesses. As Oracle adjusts its business knowledge and to provide the Success requires conviction, being all in.
This phenomenon is more visionary Bill Gates returning in an active Michael Dell took the company private for the changing technology, it’s helping technological solutions your clients need Make the business obsolete before the
its enterprise customers do the same to navigate though disruption.
competition does.
prevalent in developed markets advisory role.
to make the necessary ixes without thing, by providing Cloud applications,
where over half of adults own a the scrutiny of Wall Street and the like Oracle’s Exalytic in-memory and
smartphone and many have The brand continues to thrive based on pressure of quarterly results, and to software. Oracle says one of its key
tablets. In the US, over half of the Gates legacy of products, including take control of the brand story.
adults own a smartphone, one Microsoft Ofice, the suite of computer beneits is simpliication.
quarter own a tablet and 13 software installed on the majority of Amazon One of the largest
Recovering from
percent own both devices.
devices for personal and enterprise use. competitors for enterprise Cloud
The company enjoyed some success with business is a retailer named Amazon.
the PC focus
the launch of Windows 8. And the Xbox Mobile device ownership
business remains strong.
Investing in Cloud
HP turned a modest proit and its stock US
price rebounded as a turnaround seemed Insights: BrandZM BigData
These legacy achievements drove Every technology leader invested in to gain traction with a revised strategy 53
revenue and proit, which pushed up Cloud in ways that are most relevant to that includes providing complex 25
brand value 29 percent, lifting Microsoft 13
several places to number four, after IBM, its core brand proposition. Cisco, known technology systems to corporate clients Meaningfully different Brand Power
in the BrandZM Top 100 Most Valuable for building and maintaining switches and and selling PCs and printers to UK
brands drive inancial
routers that run the Internet, announced consumers. The company has streamlined Top 10 Technology brands
Global Brands 2014.
in early 2014 that it plans to invest $1 and added eficiencies with Internet- 53
success
(average) 348
billion over two years to enter the Cloud based programs, such as Salesforce.
14
But Microsoft hasn’t developed other computing service business, linking the 11
breakthrough products and the advent Technology brands dominate the Top 100
of the Cloud threatens the ubiquity of its mainframes that together form the Cloud. By combining its computing hardware Europe
by value. On average they’re worth nearly
Ofice suite. Microsoft is not alone in Cisco calls this work the Intercloud.
expertise with the Cloud capabilities of double the other brands in the ranking. Top 100 Brands (average) 202
Clouderia, Intel worked to evolve from a 55
struggling to remain relevant in a world IBM continues to develop its Cloud business associated with memory chips The Top 10 technology brands are 18
based on Cloud and mobile computing, capabilities. It’s also building its big data for PCs into a brand with a Cloud platform particularly strong in meeting consumer 11
where people switch constantly and and business needs. They’re more
seamlessly between their work and and analytics teams, looking to expand for enterprise solutions. With the growth China
differentiated and generate more afinity Source: BrandZM database
private lives.
into various industries, including marketing of wearable technology, Intel investigated because of their brand power (ability to All brands average = 100
consultation. Siemens, an industrial acquisitions for entering that business.
32
technology company, continues to undergo drive market share).
13
The Cloud pay-as-you-go model restructuring and organizes its business into 7
disrupted the business of some of the
most respected technology brands, four sectors: energy, healthcare, industry Latam
which built businesses around long-term and infrastructure and cities.
14
contracts and client relationships. With Strengthening the core
2
1
pay-as-you-go, costs are reduced from
major capital expenditures to running
costs. And unlike with an investment in SAP and Oracle accelerated their shift to
mainframes, need always matches the Cloud, even as they strengthened Own Smartphone
capacity. Other related trends and existing business. SAP continued to
Own Tablet
developments include:
record sales growth and experience Own Both
success with Hana, its in-memory system
for analyzing big data quickly in ways
that make it accessible and relevant Source: TGI 2013 / Base: All adults 18+
throughout an organization.
Percent answering: Do you own a smartphone,
tablet? Latam includes Argentina, Brazil,
Chile, Colombia, Ecuador, Mexico, Peru and
Venezuela.

118 BrandZM Top 100 Most Valuable Global Brands 2014
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