Top Global Technology & Telecom brands worth over $1 trillion

BrandZ™  part of Millward Brown a WPP  company have just published their 2012 Top 100 Most Valuable Global Brands.

Their exceptionally well presented and comprehensive report is available as a flipbook  or can be viewed & downloaded from their site There is also a most useful WPP “store”  where all the downloadable content including apps etc etc  can be readily accessed.

“Apple stayed Number 1, with a 19 percent gain in brand value to $183 billion ….” and “Four of the Top 5 brands were in technology” (2, 3 and 5 are IBM Google and Microsoft). The dreaded MacD was at #4. Facebook is the “Top Riser” going up to 19th position overall. amazon is one place ahead of them but the second retailer behind Walmart

“The total value of the 2012 BrandZ™ Top 100 Most Valuable Global Brands rose marginally last year by 0.4 percent to $2.4 trillion, as a perfect storm of economic stress, political uncertainty and natural disasters affected brands across categories”.

“Technology and telecom brands together comprised about 44 percent of the value of the 2012 BrandZ™ Top 100 Most Valuable Global Brands. They accounted for about one-third of the value in 2006”.

So having fired up our calculator 44% of $2.4 is just over the $1 trillion level. There are we reckon 16 technology and 15 telcom brands in the top 100.

We were not surprised to see that in spite of the “ …perfect storm of economic stress, political uncertainty and natural disasters ….” The technology sector and other internet-centric brands weathered the storm comparatively well.

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We particularly liked the “Buzz means money .. “ section linking successful social media engagement with brand value where as the 100 “… Brands comprises many of the great and the good, the different and the special, and the most talked about….” “But the crucial finding is that brands with more fans and “Earned Buzz” levels are much more valuable. And brand value growth is significantly better if buzz is better. The Top 10 “Earned Buzz” brands grew on average by 5 percent in value last year, while the bottom 10 declined 8 percent.” ” Brands with higher value have more fans and more “Earned Buzz.” More buzz and fans means more value” “… the privilege of being talked about is one of the assets of an interesting, meaningfully different brand.”

On the retail front they comment  “The Internet has catalyzed fundamental changes across the entire retail system. At the heart of the changes is a dramatic shift in retailing priorities. Location, location, location is giving way to customer, customer, customer. This transformation is so pervasive that any business that merely tries to adapt piecemeal will struggle”.

There is a Technology sector video:

For completeness we have shown the Top 10 UK most valuable Global Brands and just outside this list is Burberry who feature at # 10 in the Luxury sector and they also figure in the Top 20 risers in the year.

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