Which technology companies are among the world's 100 most valuable brands? | Leibao

Interbrand has been producing this list since 1988 and has developed a set of methods that meet the ISO 10688 standard (brand value estimation standard).

Leifeng.com has sorted out the main contents of the report from the perspective of science and technology, from the following perspectives:

• Analytical method
  

• Technology has a key impact on brands

• Overview of the world's 100 most valuable brands

Readers interested in the report can follow the Leifeng.com WeChat public account and reply “ bestbrand ” to retrieve the original report.

Interband analyzes the value of a brand from three perspectives: financial forecast, brand role, and brand competitive strength .

• finance prediction

Financial forecasts measure the brand's overall financial return to investors, or economic profit, which is the brand's after-tax operating profit minus the capital used to generate revenue and marginal earnings.

• Brand Role

Brand role is used to measure the importance of the brand itself in the consumer purchasing process, in addition to price, convenience, and product features. Interbrand uses the RBI (Role of Brand Index) index to express this proportion.

• Brand Competitive Strength

Brand competitiveness measures the consumer's loyalty to the brand, as well as the brand's continuity and effectiveness. Brand competitiveness is analyzed based on 10 factors, including the ten internal and external factors shown in the figure below:

The report's data comes from annual reports of companies, Thomson Reuters, and market research firm Canadean. In addition, Interbrand also used social media data from Twitter and infegy.

The first half of the report discusses the origin of brands, the impact of technology on brands, and ideas for brand building from three perspectives: people, technology, and brands.

Among them, from the perspective of technology, the report mentioned that technology has been closely linked to brands, and technology has an important impact on every part of business growth . The report pointed out that some technology-centric companies, without the burden of traditional processes, can more freely present a new image, and these companies often grow very fast, such as Didi, which has a valuation of more than 50 billion US dollars. However, there are not many such companies, and companies with well-known brands have an advantage. They have enough budget to improve their technology level and can also strengthen their strength by acquiring companies. For example, Samsung continues to invest in VR and the Internet of Things, Nissan and Toyota have also entered the battle of autonomous driving and electric vehicles, Microsoft acquired LinkedIn, Amazon acquired Whole Foods, and so on.

However, technological innovation also requires companies to keep up with the forefront of technology in their use of technology . For example, the emergence of voice assistants has left companies with only two choices: one is to create their own voice assistants, and the other is to develop existing language assistant channels to increase user interaction with the company's brand. According to IDC data, in the United States, more than half of teenagers and 41% of adults use voice search every day.

However, the adoption of technology cannot simply follow the trend of technology. The report pointed out that although AR and VR have received a lot of attention, according to a survey by Code, most people prefer electronic payment rather than AR. Therefore, even if new technologies are hotly discussed, it does not necessarily mean high consumer acceptance. Consumers have a certain degree of reservation about technologies that they have limited understanding of.

Interbrand believes that with the integration of technologies such as the Internet of Things, AI, and cloud technology, it is also very important for companies to create an ecosystem with their own brands. In addition, improving consumer experience is also very important for brands, which can attract the attention of new consumer groups. In addition, data plays a very important role in designing brands. Interrelated data can enable companies to have a comprehensive understanding of consumers and truly understand consumer needs and market trends.

The following is the top 100 brands selected by Interbrand:

Among them, the top ten brands are: Apple, Google, Microsoft, Coca-Cola, Amazon, Samsung, Toyota, Facebook, Mercedes-Benz, IBM, and there are 6 technology companies. According to Interbrand's research, the total value of the top ten brands accounts for 42% of the total value of the top 100 brands. Among these technology companies, Apple has the highest brand value, worth 184.1 billion US dollars, followed by Google and Microsoft.

In addition to the phenomenon that technology companies occupy the top spot, there are also several dark horses in this selection, with 10 companies creating double-digit percentage growth in brand value . They are: Facebook, Amazon, Adobe, Addidas, Starbucks, Goldman Sachs, Huawei, Morgan Stanley, FedEx, Paypal, and technology companies account for nearly half of them.

Compared with the brand value of 32.5 billion US dollars in 2016, Facebook's brand value has increased by 48%, ranking 8th. Facebook has three major strategies for its own brand: community, artificial intelligence, and virtual reality. Leifeng.com's recent report that Zuckerberg wants to "let 10 people enter the world of VR" also confirms this strategy.

Amazon grew by 29% and ranked fifth in brand value. Amazon's business empire has three growth points: Amazon Prime membership, physical stores, and continuously optimized logistics. For example, in terms of physical stores, Amazon acquired Whole Foods, a fresh food supermarket, to make arrangements.

Adobe grew by 19%. Adobe has a leading position in digital media and digital marketing. The term "Photoshop" that we often use comes from Adobe Photoshop, which shows its influence.

Huawei, ranked 70th, grew by 14%. Huawei launched the "All Cloud Plan" and is committed to network modernization and digital transformation within the enterprise. In addition to the strategies mentioned by Interbrand, Leifeng.com believes that Huawei's mobile phones have also made Huawei's brand more influential.

PayPal ranked 80th, up 12%. Since PayPal went public in 2015, its brand value has continued to rise, which is closely related to its technology platform and innovative products.

According to Interbrand, the value of the world’s 100 most valuable companies has risen by a combined 45% over the past decade, reaching a total of $1.9 trillion in 2017, up 4.2% from the previous year, with individual brands (as opposed to collections) up 3.1%.

The MSCI index of the 100 companies selected in the Interbrand list is higher than the global MSCI index. This is because most of these brands are able to be proactive and take precautions in the face of the downward trend in global business.

In this year's list, the top five industries are: technology, automobiles, finance, catering, and retail . The gap between the total value of technology brands and the total value of retail brands is as high as 578.7 billion US dollars. However, the performance of retail brands has been better than last year, replacing last year's fast-moving consumer goods industry and squeezing into the top five.

In this list, a total of 15 technology companies were shortlisted, namely: Apple, Google, Microsoft, Samsung, Facebook, Intel, Cisco, Oracle, SAP, Salesforce, Hewlett Packard Enterprise, HP, Lenovo, Adobe, Huawei. The total value of technology brands reached 675.2 billion yuan, with a growth rate of 8.4%, accounting for half of the total brand value in the list.

Among the world's 100 most valuable brands, technology companies have the highest number and total brand value. Technology has become a very critical factor in shaping brands. The brand value of technology companies is growing rapidly (8.4%). Only two Chinese companies were shortlisted, and many very influential brands in China were not shortlisted. The reason was not pointed out, perhaps related to the degree of brand "going global" or the specific measurement method of Interbrand.

But in general, the ranking also reflects the current status of the influence and development level of technology brands: large companies are thriving, and some dark horses are emerging .

Readers interested in the report can follow the Leifeng.com WeChat public account and reply “ bestbrand ” to retrieve the original report.