Brand Directory are one of the first to come up with a 2014 brand table – in their case the Global 500 2014.
The top 5 by value we would categorise as coming from the technology sector and elsewhere at Warc they categorise 9 of the top 10 as Tech brands with Walmart being the only exception at number 9. The top UK company is Vodafone is at # 16.
|145||Canon||8.2||AA||Office business equip.||Japan|
|Source: Branddirectory, Global Brand Index 2014|
This encouraged us to look at their sector categorisations – they have 50 and of these we would allocate 8½ to our wide view of the technology sector. The ½ relates to Miscellaneous where of the 9 companies we would count 4 as techs!
On the 8½ basis 82 (16%) out of the Global 500 are techs.
A critique of the sector allocations might question Google & Amazon being categorised as Internet – in fact looking at the remaining 11 constituents (ebay, facebook, QQ, PayPal, Priceline, Yahoo, Baidu, QVC, Semantec, Netflix and WeChat) their appears to us to be a remarkable diversity of brands. Even more so than Miscellaneous!
They also categorise differently the most powerful brands where Ferrari comes out on top and the other AAA+ rated brands are Google, Coca Cola, Disney, PwC, Hermes, Red Bull, L’Oreal, Rolex, Mckinsey and Unilever. Only one tech here then and we might argue, subjectively, for Apple’s inclusion (who fall short by a single+) ahead of Google.
Much more to digest on their interactive table including the history from 7 previous years.