1、Tech 100 2019 The annual report on the most valuable and strongest tech brands June 2019 2 Brand Finance Tech 100 June 2019Brand Finance Tech 100 June 2019 3 Contents. About Brand Finance2 Get in Touch2 Request Your Brand Value Report4 Brand Valuation Methodology5 Foreword6 Brand Value Analysis8 Sec

2、tor Reputation Analysis14 Brand Finance Tech 100 (USD m)16 Definitions18 Consulting Services20 Brand Evaluation Services21 Communications Services22 Brand Finance Network24 Brand Finance is the worlds leading independent brand valuation consultancy. Brand Finance was set up in 1996 with the aim of b

3、ridging the gap between marketing and finance. For more than 20 years, we have helped companies and organisations of all types to connect their brands to the bottom line. We pride ourselves on four key strengths: + Independence + Technical Credibility + Transparency + Expertise We put thousands of t

4、he worlds biggest brands to the test every year, evaluating which are the strongest and most valuable. Brand Finance helped craft the internationally recognised standard on Brand Valuation ISO 10668, and the recently approved standard on Brand Evaluation ISO 20671. About Brand Finance. Get in Touch.

5、 For business enquiries, please contact: Richard Haigh Managing Director For media enquiries, please contact: Sehr Sarwar Communications Director For all other enquiries, please contact: +44 (0)207 389 9400 For more information, please visit our website: Global Forum 2019 Understanding the Value of

6、Geographic Branding 2 April 2019 Join us at the Brand Finance Global Forum, an action-packed day-long event at the Royal Automobile Club in London, as we explore how geographic branding can impact brand value, attract customers, and infl uence key stakeholders. Brandirectory The worlds largest brand

7、 value database. Visit to see all Brand Finance rankings, reports, and whitepapers published since 2007. 4 Brand Finance Tech 100 June 2019Brand Finance Tech 100 June 2019 5 What is a Brand Value Report? Brand Valuation Summary + Internal understanding of brand + Brand value tracking + Competitor be

8、nchmarking + Historical brand value Brand Strength Index + Brand strength tracking + Brand strength analysis + Management KPIs + Competitor benchmarking Royalty Rates + Transfer pricing + Licensing/franchising negotiation + International licensing + Competitor benchmarking Cost of Capital + Independ

9、ent view of cost of capital for internal valuations and project appraisal exercises Customer Research + Utilities + Insurance + Banks + Telecoms + Airlines + Tech + Auto + Hotels + Beers + Oil the Mumbai- based brand has expanded its operations in Japan and overseen a merger of three brands to creat

10、e Tata Consultancy Services Japan. Wipro (up 25% to US$4.0 billion) is to be commended for its significant investments in digital transformation capabilities, niche acquisitions, and a recent brand refresh, which have propelled it up the rankings to 81st most valuable technology brand this year. is

11、not just Chinas but the worlds fastest-growing brand this year, up 326% to US$4.3 billion. The Baidu- owned online video platform is Chinas answer to Netflix and hosts over 500 million monthly active users. More likes for digital and social media brands Netflix is rising through the ranks, with its

12、brand value growing by a whopping 105% over the past year to $21.2 billion, Netflix is set to play the lead role in home entertainment, building a disruptive business as a universally accessible narrowcaster and in this way effectively challenging traditional broadcasting brands. YouTube (brand valu

13、e up 46% to $37.8 billion), another rapidly growing digital media brand, retains its spot in 11th place. Like Netflix, YouTube is building a broad platform for video content, in an effort to leverage its brand from merely peer-to-peer video creation and sharing to also include a growing premium and

14、professional video library. Twitter (brand value $3.2 billion), the American online news and social networking services on which users post and interact with messages known as “tweets” is a new entrant to the tech ranking as the worlds 90th most valuable brand. Brand Value Analysis.Brand Value Analy

15、sis. Brand Value Change 2018-2019 (%) Country Brand Value (USD bn)% of total United States1,13963.2% China37921.0% South Korea1096.0% Japan864.8% India281.6% Germany160.9% Other472.6% Total 1,803100.0% +326.0% +183.5% +126.2% +105.0% +97.6% +95.5% +81.9% +78.8% +73.3% +72.2% -7.8% -7.9% -8.4% -8.5%

16、-9.7% -14.7% -19.5% -25.0% -26.1% -42.0% iQiyi E WeChat Netflix Hikvision Gree Electric Appliances Rakuten Midea BOE HPE Xiaomi SAP DXC Technology ZTE Oracle Mitsubishi Electric Fujitsu Group Western Digital JD.com Top 10 Strongest Brands 1 2019: 2018: 9 90.4AAA+ 85.3AAA +5.1 2 2 2019: 2018: 6 90.3A

17、AA+ 88.9AAA +1.4 2 3 2019: 2018: 5 88.8AAA 89.6AAA+ -0.8 2 4 2019: 2018: 4 88.7AAA 90.4AAA+ -1.7 0 5 2019: 2018: 1 87.3AAA 93.0AAA+ -5.6 1 6 2019: 2018: 3 86.9AAA 90.6AAA+ -3.7 1 7 2019: 2018: 7 86.6AAA 87.3AAA -0.7 0 8 2019: 2018: 8 86.5AAA 86.5AAA +0.0 0 9 2019: 2018: 48 85.8AAA 75.3AA+ 2018: +10.

18、5 - 2 10 2019: NEW - 84.8AAA 3 12 Brand Finance Tech 100 June 2019Brand Finance Tech 100 June 2019 13 How brand reputation matters Comparing brand reputation across sectors is a valuable process. Brand categories are converging in different ways, with new technologies disrupting many industries. No

19、banking, utility or oil and gas brand should take comfort in being the best of a bad bunch a poor reputation across the entire sector leaves brands vulnerable to challenges. Tech brands show resilience Consumers hold tech brands in high regard despite scandals tarnishing reputation of some industry

20、giants. The sector ranks joint-third out of the 10 industries covered in Brand Finances original market research, with a score of 7.0 out of 10 globally, much higher than that for banking, 3rd telecoms, and utility brands. Brands such as PayPal, Google, and Amazon are seen as reputable overall, and

21、offering good quality services. The sector ranks highest for being innovative, as would be expected but perhaps more remarkable is the continued trust consumers have in most tech brands (only 5% globally distrust Google). There are exceptions of course, but the mistrust that consumers have developed

22、 towards Facebook (6.8) and Uber (6.1) has not eroded the reputation of the sector as a whole. All metrics considered, tech brands hold the highest overall stakeholder equity among the researched sectors. Banks and telcos lag behind Banking brands and telecoms providers continue to struggle to earn

23、the respect of consumers, taking the bottom places for reputation globally (both 6.2). In banking, reputation is recovering only slowly since the days of the global financial crisis. The sector generally appears vulnerable to encroachment. Telecoms providers are in a similar fix rated lowest not onl

24、y for reputation and only just above banks for quality of service (3.4 out of 5). Brands in other sectors are more likely to be seen as consumer champions, and telecoms brands need to address this reputational challenge. Autos keep up in the race Auto is another sector facing disruption by new techn

25、ologies, but here the brands appear more resilient. Brand reputation is high (7.1), led by premium German brands. Crucially, auto brands also rate high for being innovative (at 27% second only to tech globally). From a branding standpoint, the auto leaders can hold their own if they continue to embr

26、ace new technologies. Hotels boast five-star rating The hotel sector boasts the highest global score for reputation (7.3). Premium hotel brands are held in especially high regard, but the mass chains also score well. Next to reputation, hotels rank highest among all sectors on quality of service and

27、 trust, but value is also delivered. A strong brand reputation is a valuable asset for any business, driving higher customer acquisition, satisfaction, loyalty, and advocacy. The net result is that high stakeholder equity is a significant contributor to a solid brand strength and in effect supports

28、business growth and profitability. Steven Thomson Insights Director, Brand Finance Sectors Ranked by Reputation Sector Reputation Analysis. Sector Reputation Analysis. Top Sectors per MetricSectors Ranked by Reputation METRICTOP SECTOR Reputation HOTELS Consideration conversion TECH Innovation TECH

29、Trust HOTELS Quality HOTELS Value BEERS Loyalty BEERS Recommendation (NPS) AUTOS OVERALL STAKEHOLDER EQUITY TECH 1 Hotels7.3/10 2 Autos7.1/10 3= Tech7.0/10 3= Beers7.0/10 5= Oil & Gas6.8/10 5= Airlines6.8/10 7 Insurance6.6/10 8 Utilities6.5/10 9= Banks6.2/10 9= Telecoms6.2/10 14 Brand Finance Tech 1

30、00 June 2019Brand Finance Tech 100 June 2019 15 Brand Finance Tech 100 (USD m). Brand Finance Tech 100 (USD m). Top 100 most valuable tech brands 1-50Top 100 most valuable tech brands 51-100 2019 Rank 2018 RankBrandCountry 2019 Brand Value Brand Value Change 2018 Brand Value 2019 Brand Rating 2018 B

31、rand Rating 110AmazonUnited States$187,905+24.6%$150,811AAA-AAA- 220AppleUnited States$153,634+5.0%$146,311AAAAAA+ 330GoogleUnited States$142,755+18.1%$120,911AAAAAA+ 440MicrosoftUnited States$119,595+47.4%$81,163AAAAAA+ 562FacebookUnited States$83,202+8.7%$76,526AAA-AAA+ 651SamsungSouth Korea$74,90

32、9-3.6%$77,744AAAAAA+ 782HuaweiChina$62,278+63.7%$38,046AAA-AAA- 8122WeChatChina$50,707+126.2%$22,415AAA+AAA 971Tencent (QQ)China$49,701+21.9%$40,774AAAAAA 10-3TaobaoChina$46,628-AAA- 11110YouTubeUnited States 12-3TmallChina 1391IBMUnited States 14131IntelUnited States 15182AccentureUnited States 161

33、01OracleUnited States 17212Dell TechnologiesUnited States 18202UberUnited States 19161CiscoUnited States 20252NetflixUnited States 21141BaiduChina 22191LG GroupSouth Korea 23-3InstagramUnited States 24171SAPGermany 25272AlibabaChina 26241TCSIndia 27432MideaChina 28231SonyJapan 29221NetEaseChina 3029

34、1PanasonicJapan United States 32151JD.comChina 33261CanonJapan 34321HPUnited States 35341NokiaFinland 36392TSMCChina (Taiwan) 37370eBayUnited States 383313MUnited States 39402CognizantUnited States 40361AdobeUnited States 41552SK HynixSouth Korea 42642HikvisionChina 43421Yahoo! GroupJapan 44512Broad

35、comUnited States 45522AirbnbUnited States 46311PhilipsNetherlands 47532SalesforceUnited States 48-3YoukuChina 49702Gree Electric AppliancesChina 50351HPEUnited States 2019 Rank 2018 RankBrandCountry 2019 Brand Value Brand Value Change 2018 Brand Value 2019 Brand Rating 2018 Brand Rating 51441Qualcom

36、mUnited States 52381NintendoJapan 53471Activision BlizzardUnited States 54722NvidiaUnited States 55562HaierChina 56481InfosysIndia 57501PlaystationJapan 58652LinkedInUnited States 59451XiaomiChina 60682LenovoChina 61610CapgeminiFrance 62571Thermo Fisher ScientificUnited States 63411Western DigitalUn

37、ited States 64491DXC TechnologyUnited States 65662Emerson ElectricUnited States 66692Micron TechnologyUnited States 67621Texas InstrumentsUnited States 68461Mitsubishi ElectricJapan China 70762VMWAREUnited States 71742Applied MaterialsUnited States 72581HCLIndia 73-3iQiyiChina 74-3Ntt DataJapan 7578

38、2SharpJapan 76802FiservUnited States 77671FISUnited States 78631Electronic ArtsUnited States 79751CernerUnited States 80832XboxUnited States 81852WiproIndia 82820QVCUnited States 83882WeiboChina 84731AtosFrance 85811SpotifySweden 86892AmadeusSpain 87-3Samsung SDSSouth Korea 88861KyoceraJapan 89992Na

39、verSouth Korea 90-3TwitterUnited States 91791ZTEChina 92-3RakutenJapan 93-3BOEChina 94911ASMLNetherlands 95-3MurataJapan 96711Fujitsu GroupJapan 97901Seagate TechnologyUnited States 98-3EUnited States 99-3NetappUnited States 100981NidecJapan 16 Brand Finance Tech 100 June 2019Brand Finance Tech 100

40、June 2019 17 Definitions. Brand Value + Enterprise Value The value of the entire enterprise, made up of multiple branded businesses. Where a company has a purely mono- branded architecture, the enterprise value is the same as branded business value. + Branded Business Value The value of a single bra

41、nded business operating under the subject brand. A brand should be viewed in the context of the business in which it operates. Brand Finance always conducts a branded business valuation as part of any brand valuation. We evaluate the full brand value chain in order to understand the links between ma

42、rketing investment, brand- tracking data, and stakeholder behaviour. + Brand Contribution The overall uplift in shareholder value that the business derives from owning the brand rather than operating a generic brand. The brand values contained in our league tables are those of the potentially transf

43、erable brand assets only, making brand contribution a wider concept. An assessment of overall brand contribution to a business provides additional insights to help optimise performance. + Brand Value The value of the trade mark and associated marketing IP within the branded business. Brand Finance h

44、elped to craft the internationally recognised standard on Brand Valuation ISO 10668. It defines brand as a marketing-related intangible asset including, but not limited to, names, terms, signs, symbols, logos, and designs, intended to identify goods, services or entities, creating distinctive images

45、 and associations in the minds of stakeholders, thereby generating economic benefits. E nt er pr is e Va lu e B r a n d e d B u s in e s s V al u e B r a n d C o n t r i b u t i o n Brand Strength Index Marketing Investment A brand that has high Marketing Investment but low Stakeholder Equity may be

46、 on a path to growth. This high investment is likely to lead to future performance in Stakeholder Equity which would in turn lead to better Business Performance in the future. However, high Marketing Investment over an extended period with little improvement in Stakeholder Equity would imply that th

47、e brand is unable to shape customers preference. Stakeholder Equity The same is true for Stakeholder Equity. If a company has high Stakeholder Equity, it is likely that Business Performance will improve in the future. However, if the brands poor Business Performance persists, it would suggest that t

48、he brand is inefficient compared to its competitors in transferring stakeholder sentiment to a volume or price premium. Business Performance Finally, if a brand has a strong Business Performance but scores poorly on Stakeholder Equity, it would imply that, in the future, the brands ability to drive

49、value will diminish. However, if it is able to sustain these higher outputs, it shows that the brand is particularly efficient at creating value from sentiment compared to its competitors. Brand Strength Brand Strength is the efficacy of a brands performance on intangible measures, relative to its competitors. In order to determine the strength of a brand, we look at Marketing Investment, Stakeholder Equity, and the impact of those on Business Performance. Each brand is assigned a Brand Strengt