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World’s top 100 technology companies
Brands in the tech sector are likely to record mixed fortunes as a result of the COVID-19 pandemic, with retail tech brands predicted to fare the best compared to leisure and tourism tech brands, which are expected to suffer considerably.top 100 tech companies
The top 100 most valuable tech brands, on average, should see a slight decrease in brand value following the pandemic, falling 5%. The Brand Finance Tech 100 2020 ranking is split into subsectors, with electronics, software, retail and media & games analysed separately as these brands make up more than 80% of the total brand value in the ranking.
All brand values are correct as at 1st January 2020.
Amazon ranks first, with a brand value of US$220.791 billion, an annual increase of 17.5%, ranking first among global technology brands. The value of the Google brand has also climbed to $159.722 billion, an annual increase of 11.9%, surpassing Apple and ranking second.
Retail: Amazon primed for more growth
Retail brands contribute 19% of the total brand value in the ranking, largely as a result of the sheer dominance and size of the world’s most valuable brand Amazon. Bucking the trend of traditional bricks and mortar retail, e-commerce brands have the opportunity to thrive in the current climate as demand reaches record highs. Retail is, therefore, the only subsector in the ranking, that could potentially see an increase in brand value as a result of COVID-19, up to 20%.
Breaking the so far unattainable US$200 billion brand value mark, following 18% growth, Amazon remains a cut above the rest. While most brands are experiencing or expecting a slump in revenue during the pandemic, Amazon is set for continued growth. As with fellow e-commerce brands, Amazon has been benefitting from the unprecedented surge in demand as consumers turn online following store closures.
Electronics: Apple remains on top despite losing brand value
Making up 27% of the total brand value and with 30 brands featuring, electronics are the dominant sub sector in the ranking. The electronics sub sector is likely to be moderately impacted by COVID-19, with a potential 10% loss of brand value at stake.
Software: Google overtakes Apple top 100 tech companies
The second most valuable sub sector, software, makes up 21% of the total brand value in the ranking with 15 brands featuring. Brand Finance’s analysis shows that software brands could lose up to 10% of their brand value as a result of COVID-19.
With a brand value of US$159.7 billion, Google is the most valuable software brand in the ranking and the 2nd most valuable in the overall ranking. Google’s sleek brand extension from software to hardware, is a direct threat to Apple, who have lost their streak of brilliance in recent years. COVID-19 is likely split Google’s fortunes down the middle with Google Cloud predicted to celebrate boosted demand, as remote working becomes widespread. The pandemic
does pose a major threat to its advertising business, however, – where the majority of the brand’s revenue comes from – which is inevitably going to slow down.
Brand Finance pointed out that as many as 48 of the world’s top 100 technology brands are US manufacturers, with a total brand value of US$1.7735 trillion, accounting for 64.6%; 19 Chinese manufacturers have entered the list, with a total brand value of US$353.1 billion and accounting for about 19.4%, second to the United States.
These are top 10 most valuable brands:
Complete list of top 100 tech companies you can see here.