最具价值和最强大的技术品牌100强的2024年度报告（英）.pdf

Technology100 2024 The annual report on the most valuable and strongest Technology brands August 2024Brand Finance Technology 100 2 2024 All rights reserved.Brand Finance Plc.ContentsAbout Brand Finance 3Foreword 4David Haigh,Chairman&CEO,Brand FinanceRanking Analysis 7Tech 100 8Electronics&Appliances 50 18Semiconductors 20 22Internet&Software 15 33Brand Guardianship Index 39Methodology 43Our Services 49Our teams have experience across a wide range of disciplines from marketing and market research,to brand strategy and visual identity,to tax and accounting.Unique combination of expertiseBrand Finance,a chartered accountancy firm regulated by the Institute of Chartered Accountants in England and Wales,is the first brand valuation consultancy to join the International Valuation Standards Council.Our experts crafted standards(ISO 10668 and ISO 20671)and our methodology,certified by Austrian Standards,is officially approved by the Marketing Accountability Standards Board.Priding ourselves on technical credibilityWe put thousands of the worlds biggest brands to the test every year.Ranking brands across all sectors and countries,we publish over 100 reports annually.Quantifying the financial value of brandsBrand Finance was set up in 1996 with the aim of bridging the gap between marketing and finance.For more than 25 years,we have helped companies and organisations of all types to connect their brands to the bottom line.Bridging the gap between Marketing and FinanceAbout Brand FinanceThe worlds leading brand valuation consultancy.For business enquiries,please contact:Richard HaighManaging DFor media enquiries,please contact:Gayathri Saravana KumarGlobal Press EFor all other enquiries:[phone] ForewordBrand Finance Technology 100 4David Haigh Chairman&CEO,Brand FinanceBrand valuation helps companies understand the value of their brand and how it contributes to the overall value of the company.This important understanding can inform decision-making related to marketing and branding efforts,as well as provide a benchmark for future performance.It can also be used to help attract investors and secure financing,as a strong brand can be a valuable asset.Additionally,brand valuation can be useful in the event of a merger or acquisition,as it can help determine the value of the brand being acquired.Overall,brand valuation helps organisations understand the worth of their brand and how it fits into their overall business strategy.A strong brand can lead to improved business returns in several ways.First,a strong brand can help a company differentiate itself from its competitors and establish a unique identity in the market,which can lead to increased customer loyalty and retention.This,in turn,can lead to higher sales and revenue.A strong brand can also help a company command a higher price for its products or services,as consumers are willing to pay more for a brand they perceive as high-quality and trustworthy.In addition,a strong brand can help a company attract top talent,as employees may be more attracted to work for a well-known and reputable brand.Finally,a strong brand can provide a company with a competitive advantage and help it weather economic downturns or industry disruptions.This year,Brand Finance has invested more in researching and understanding customer perception of brands across the world than ever before,with original research taking place in dozens of jurisdictions globally.The report you are reading is based on this extensive original research,with the findings representing a catalyst for further conversations.If you want to help build a stronger brand,or if you want to better understand the value of your brand,please contact the Brand Finance team and I anytime.I look forward to the conversation and helping to build a more profitable future for your Gain InsightLeverage strategic insights to enhance your brands financial standing.Strategise effectively to position your brand as a market leader.Strategic GuidanceBenchmark your brand against industry standards for a competitive edge in the corporate landscape.Benchmark Your PerformanceEmpower your marketing team with comprehensive knowledge about your brands financial value.Empower Your Marketing TeamOptimise communication channels by understanding and articulating your brands financial significance.Enhance CommunicationDeepen your financial acumen and make well-informed decisions for corporate success.Deepen UnderstandingRequest your own Brand Value ReportBrand Finances Brand Value Report provides a complete breakdown of the assumptions,data sources,and calculations used to determine your brands value,as well as brand equity research.Each report includes expert recommendations for growing brand value,driving performance,and gaining insights into your position against +6,000 brandsOriginal market research on global,market and sector leading brands.Comprehensive coverage for market specific learnings that inform decision making.41 countriesBenchmark your brand against competitors and leverage industry level insights to empower your strategy.31 sectorsRobust market representation for a global perspective.+150,000 respondentsTake a longer view to track and learn from fast growing brands,market disrupters,and market leaders.Understand your brands standing in the market,what its known for relative to the competition,and what drives customer decision making so you can create a roadmap for success.8th consecutive yearStrategic InsightBrand Finances Global Brand Equity Monitor research utilises a comprehensive framework to track and measure the core building blocks that underpin strong brands,while delivering nuanced insights that direct strategy for understanding,maintaining and building brand strength.Brands,and customer relationship with brands,are complex.As such they require attention,direction and measured support if theyre to fulfil their potential.Our brand equity reports deliver expert insight and recommendations to power your brand strategies and valuation.Get Full Access to our Global DataRanking AnalysisNvidia and Microsoft:Revolutionising the future with trailblazing AI innovations +Apple reclaims top spot as the most valuable tech brand of 2024 +Weixin/Wechat,YouTube and Google earn prestigious AAA+brand strength rating +NVIDIAs brand value growth skyrockets,surges by 163%to reach$44.5 billion +Apple has highest Sustainability Perceptions Value of$33.3 billion;Microsoft holds highest positive gap value of$3.2 billion Brand Finance Technology 100 9Tech 100Nvidia and Microsoft:Revolutionising the future with trailblazing AI innovationsNvidia and Microsoft are pioneering AI innovations in ways that significantly impact various industries.Brand Finance research revealed that NVIDIAs brand value is now worth USD44.5 billion,more than 2.5 times its value of USD16.9 billion last year.This made NVIDIA the sectors fastest growing brand.Nvidias hardware and platform advancements are setting new standards for AI performance and applications,while Microsofts comprehensive AI services for consumers are driving the integration of AI into everyday business processes and products.Together,these brands are leading the charge in the AI revolution,shaping the future of technology and its applications across the globe.According to Brand Finances market research,NVIDIA is perceived as highly innovative while its attributes for consideration and recommendation also marked an improvement on a year-on-year basis.Climbing up two ranks this year to emerge as the second most valuable and second fastest-growing brand in this ranking,Microsofts (brand value up by 78%to USD340.4 billion)brand value has almost doubled from USD191.6 billion in 2023.The brand is also a trailblazer in AI innovations,particularly through its collaboration with OpenAI which is a significant aspect of the brands AI innovation strategy.Nvidias relentless innovation in AI hardware has propelled its brand value to new heights,while Microsofts expansive AI ecosystem has reinforced its position as a cornerstone of modern business technology.Together,these brands exemplify the profound impact that cutting-edge AI capabilities can have on elevating brand value and shaping the future of global industry.Richard Haigh,Managing Director,Brand FinanceBrand Finances research found very high scores for Microsoft across the Recommendation,Innovation,Consideration,Familiarity,and Reputation categories.The brand is widely recognised and considered highly in these areas.Brand Finance Technology 100 10Apple reclaims top spot as the most valuable tech brand of 2024 Apple has overtaken Amazon to become the worlds most valuable tech brand in 2024,with a staggering brand value rise of 74%to USD516.6 billion,supported by its ability to maintain a premium pricing strategy and strong brand equity.Brand Finances research finds that Apples brand remains strong,with a Brand Strength Index(BSI)score of 86.5 of 100 and an associated brand strength rating of AAA,an improvement from last years AAA-rating.Apple is one of the worlds most recognised brands,illustrated by its high brand awareness,averaging 96%across 17 countries researched by Brand Finance.In the US,Apples home market and biggest in terms of revenue,the brand ranks highest among tech brands in perceptions of product quality and obtains full marks for innovation and advertising.Brand Finances valuation of the Apple brand is supported by its remarkable scores covering the aspects of innovation,customer service and quality.Ranking Analysis|Tech 100Top 10 Most Valuable Technology Brands 2024 Brand Finance Plc.202441531098726+74%+78%+19%+3%+28%+48%+34%+163%220121022$516.6 bn$340.4 bn$333.4 bn$308.9 bn$84.2 bn$70.4 bn$53.1 bn$44.5 bn2 -1%$82.2 bn +28%$75.7 bn Brand Finance Technology 100 11Top 10 Strongest Technology Brands 2024 Brand Finance Plc.202441531098726+2.70.0-0.8+4.3-2.5-3.0+6.4+3.920121021294.392.792.590.288.286.486.286.22 -1.186.7 +2.586.5 Brand Finances research.Global audience consideration for the brand also reached 97%in 2024 from 95%in 2023.Despite a slight drop in its BSI score of 92.5 of 100 this year(93.2 out of 100 in 2023),Google(brand value up 19%to USD333.4 billion)comes in third with a AAA+rating.Google,the prominent search engine,exhibits extremely high levels of familiarity,usage and customer satisfaction whilst also performing in the top 10 percentile in terms of its overall reputation.Even in markets where the brand faces strong competition from the likes of Yahoo!and other players,overall sentiment towards it is extremely positive.Accenture(brand value up 2%to USD40.5 billion)remains among the strongest tech brands globally,ranked sixth with a BSI of 86.7 out of 100 and an AAA rating.Accentures brand strength is driven by perfect scores for consideration and favourability scoring 10.0,and a high score for familiarity.According to Brand Finance data,Accenture also scores highly for the metric meets my needs,underscoring the brands strong reputation for reliability and customer satisfaction.Weixin/Wechat,YouTube and Google earn prestigious AAA+brand strength rating In addition to being the strongest brand in China,Weixin/WeChat(brand value down 17%to USD41.8 billion)clinches the title of being the strongest tech brand ranked in 2024,earning a BSI score of 94.3 of 100 and a prestigious AAA+brand strength rating.Weixin/WeChat focused on continually improving its user interface and experience,making it more intuitive and seamless for its vast user base.According to Brand Finances latest brand tracking data,a whopping 81%of respondents surveyed in China were current users of the brand.Weixin/WeChats exceptional brand strength is underpinned by its essential,familiar,and trusted status in China,its dominant market.This unparalleled connection has solidified Weixin/WeChats position as an integral part of daily life for millions of users.Coming in second is YouTube(brand value up 7%to USD31.7 billion),with a BSI score of 92.7 of 100 and maintaining its AAA+rating from the past year.YouTube saw steady growth with familiarity rising to 89%in 2024 from 88%in 2023,according to Ranking Analysis|Tech 100Brand Finance Technology 100 12Brand Value Change 2023-2024(%)Brand Finance Plc.2024163%78%74%48%36%34%31%31%29%29%NVIDIAs brand value growth skyrockets,surges by 163%to reach$44.5 billionNVIDIA,a key supplier of chips in the AI space,achieved a brand value rise of 163%to USD44.5 billion,making it the fastest-growing tech brand this year.The brand climbed 19 ranks to occupy the 10th spot among the most valuable tech brands ranked globally.Nvidia has outpaced the broader market by some margin with share price growth of approximately 208%over the 52-week period leading up to Christmas of 2023.This growth is largely due to increasing demand for high-performance chips that power artificial intelligence-based systems and initiatives.Brand Finances brand tracking data also reveals that the brand is perceived as highly innovative whilst familiarity,consideration and recommendation levels increased in 2024 supporting the brand strength index score to rise above 80 with a brand strength rating of AAA-.The overall stellar performance firmly positions NVIDIA as a front-runner in the AI chip segment,demonstrating that their innovative products are being adopted by the market.The companys current financial performance,especially in data centre revenue,is soaring and making NVIDIA one of the largest publicly traded companies in the world by market capitalisation.This surge is primarily driven by the escalating demand for NVIDIAs accelerated computing platforms and networking portfolios,particularly among hyperscalers and cloud service providers.In 2024,Microsoft(brand value up 78%to USD340.4 billion)emerges as second with largest brand value growth,followed by Apple (brand value up 74%to USD516.6 billion)at the third spot.Ranking Analysis|Tech 100Brand Finance Technology 100 13Top 10 Technology Brands by Sustainability Perceptions Value Brand Finance Plc.202441531098726E:0.97 S:1.00 G:0.98E:1.01 S:1.02 G:1.02E:1.02 S:1.05 G:1.02E:1.00 S:1.01 G:1.00E:0.99 S:0.99 G:0.99E:0.96 S:0.95 G:0.93E:1.00 S:1.00 G:0.98E:1.02 S:0.88 G:0.90E:1.10 S:1.11 G:1.12E:1.01 S:1.03 G:1.02$33.3 bn$22.7 bn$22.5 bn$20.7 bn$9.2 bn$5.3 bn$5.1 bn$4.1 bn$8.0 bn$7.7 bn USDxx=Sustainability Perceptions Value x.x=Sustainability Perceptions Score/Sector MedianApple has highest Sustainability Perceptions Value of$33.3 billion;Microsoft holds highest positive gap value of$3.2 billion Brand Finance also utilises its Global Brand Equity Monitor(GBEM)research to compile a Sustainability Perceptions Index which determines the role of sustainability in driving brand consideration across sectors.In the technology sector,sustainability is responsible for driving 7%of customer consideration.Brand Finances perceptual data also offers insight into which brands global consumers believe to be most committed to sustainabil