BrandFinance-2018年全球最有价值科技品牌榜（英文）-2018.4-11页-3mb

Tech 100 2018 Summary

Core Content

The Tech 100 2018 report by Brand Finance is an annual analysis of the world's most valuable tech brands. It emphasizes the importance of understanding and measuring brand value to align marketing efforts with financial outcomes. The report highlights how strong brands contribute significantly to a company's financial performance and market success, offering insights into brand strength, value changes, and the strategic implications for businesses.

Main Points

• Brand Finance bridges the gap between marketing and finance by providing a financial framework to evaluate brand value.
• A strong brand is defined by its ability to generate revenue, attract customers, and build loyalty, with the ultimate goal of making money.
• The report introduces the Brand Strength Index (BSI), a metric that assesses brand performance on three dimensions: Marketing Investment, Stakeholder Equity, and Business Performance.
• The BSI score helps determine a brand's potential for future success and its ability to convert stakeholder sentiment into financial gains.

Key Information

Brand Value Change 2017-2018

• Amazon surged to the top with a brand value increase of +42% to $150.8 billion.
• Apple retained second place with a +37% increase to $146.3 billion.
• Google fell to third place with a +11% increase to $120.9 billion.
• Samsung moved up significantly to $77.7 billion, with a +51% increase.
• Alibaba, Tencent, and Huawei also showed strong growth, with increases of +58%, +83%, and +51% respectively.
• Microsoft and IBM experienced slower growth, with +6% and -10% respectively.

Brand Value by Country

• The United States dominates the brand value landscape, accounting for 65% of the total with $959.0 billion.
• China is the second-largest contributor, with $249.4 billion or 17%.
• South Korea and Japan follow with $96.3 billion and $84.6 billion, representing 7% and 6% of the total.

Brand Strength Index (BSI)

• Samsung emerged as the strongest brand in the tech sector with a BSI score of 93.0.
• The top 10 brands by BSI are:
  • Samsung (93.0)
  • Facebook (90.8)
  • Google (90.6)
  • Microsoft (90.4)
  • Intel (89.6)
  • YouTube (88.9)
  • Tencent (86.5)
  • Baidu (85.3)
  • Accenture (85.3)
  • HP (85.3)

Strategic Implications

• Marketing Investment is crucial for brand growth but must be paired with Stakeholder Equity to ensure long-term success.
• Brands that focus solely on marketing without building customer loyalty may not achieve sustainable performance.
• Business Performance is a key indicator of a brand's financial health and market position.
• Companies like Amazon and Huawei have demonstrated strong brand growth by expanding into new markets and leveraging technology.
• Apple and Google, despite their strong positions, face challenges due to their focus on specific sectors and limited diversification.

Conclusion

The report underscores the importance of aligning brand strategy with financial goals and highlights the growing influence of Chinese tech brands in the global market. It provides a clear framework for understanding brand value and strength, enabling businesses to make informed decisions about branding, investment, and market positioning.