The value of the world's 100 top brands rose 4 percent last year to more than $2
trillion, according to the fifth annual report, known as the Millward Brown Optimor
BrandZ Top 100 Most Valuable Global Brands ranking.
2010's rankings have a fair share of technology companies, with
as many as four IT companies in the top 10. In fact the crown
for the biggest brand globally too goes to a technology firm.
However, though most technology companies saw a jump in
their brand value, there are also some who saw it drop. The title for biggest fall in
brand value too goes to a tech company.
So, here's over to the globe's 10 strongest technology brands and what made
Google is the world's strongest brand. The company's brand value witnessed a 14
percent jump in the past year.
The brand's dominance as a search engine combined with the
popularity of products such as Gmail and the potential impact of
its recently introduced Android mobile phone platform made
Google a leader in brand momentum.
Apples 32 percent increase in brand value is due to its iconic products. According
to the report, this increase is a tribute to the company's ability to transform itself
from an electronics manufacturer into a brand that is central to people's lives.
The company ended the calendar year 2009 with iPhone
sales of 8.7 million for the quarter, a 100 percent year-onyear
increase with over 100,000 apps available.
Apple also benefited from the anticipated launch of the
The brand value of HP increased by almost 50 percent last
year, following the rebranding of EDS (Electronic Data
Systems) and brand re-launch in 2009.
As the company refreshed its logo, HP attempted to associate
the HP brand with innovation by adopting a new global
positioning that unified the brands in each product division
under the tagline "Let's Do Amazing."
The iconic IBM brand grew another 30 percent in value, in part because it
communicated trust at a time of economic turmoil.
IBM's strong financial results included a record $18.1 billion in
pre-tax income. IBM's 30 percent increase in brand value
reflected its continuing strength in business-to-business brand
marketing and the high level of trust engendered by the brand.
Its 2009 global campaign "A Smarter Planet" emotionally
argued that IBM provides solutions for many of the challenges faced by
government and commerce.
The launch of Windows 7, accompanied by an extensive ad
campaign late last year, helped Microsoft maintain its leadership
BlackBerry maker RIM ranks at no. 14 with a brand value of
$30.7 billion brand value. The Canada-based company's brand
value went up by 12% during the past year.
Oracle's brand value grew by 16 percent. The enterprise
software maker ranks at no. 19 with a brand value of $24 .8 b
Oracle is followed by o ne of its biggest rival SAP ranked at no.
21. The German company's brand value went up by 3 percent.
SAP's brand value stands at $24.3 billion.
Network giant Cisco saw a 7% drop in its brand value.
Ranked at no. 35, the company's brand value stands at
Nokia saw the biggest fall in brand value, which dropped 30 places to 43rd place
after a 58 per cent decline to $14.9bn.
This is not a trust issue - in fact it is the most trusted brand in
about ten of the 22 countries covered in the BrandZ ranking,
said Peter Walshe, MBO's global BrandZ director. According to
him, the brand does very well, the issue is that Nokia has sort of missed the