2020全球科技企业品牌价值100强-brand-finance-2020.5-18页_4mb

Tech 100 2020 Summary

Core Content

The Brand Finance Tech 100 2020 report evaluates the financial value and strength of the top 100 most valuable tech brands globally. It highlights the impact of the COVID-19 pandemic on the tech sector, focusing on how different sub-sectors have been affected and the future outlook for brand value growth and decline.

Main Points

Brand Finance Overview

• Brand Finance is a leading brand valuation consultancy, established in 1996, with expertise spanning marketing, finance, tax, and accounting.
• It offers a unique combination of brand evaluation and financial analysis, providing a credible and measurable way to assess brand value.
• Brand Finance's methodology is globally recognized and certified, including ISO 10668 and ISO 20671 standards.

Brand Value and Strength

• Brand Value Report is a comprehensive tool that breaks down brand valuation assumptions, data, and calculations, helping businesses understand their position relative to competitors.
• Brand Strength Index (BSI) is used to measure the relative strength of brands, with WeChat scoring the highest at 92.9 out of 100, earning an AAA+ rating.

Sector Reputation Analysis

• Tech brands maintain a strong reputation globally, with an average score of 6.8/10.
• Auto brands lead in reputation and quality, with an average score of 6.9/10.
• Retail and Restaurants also score well in terms of community engagement.
• Banks and Telecoms have the lowest reputation scores, at 6.1/10 and 6.0/10, respectively.

Impact of COVID-19

• The tech sector faces mixed fortunes due to the pandemic.
• E-commerce brands are expected to thrive, while leisure and tourism brands are likely to suffer.
• Overall, the top 100 tech brands are expected to see a 5% decrease in brand value.

Sub-Sector Breakdown

• Electronics (27% of total brand value): Apple remains the top brand with a 9% drop in value to $140.5 billion, while ZTE is the fastest-growing with a 37% increase.
• Software (21% of total brand value): Google overtakes Apple in the ranking, with a 12% increase in brand value to $159.7 billion.
• Retail (19% of total brand value): Amazon is the most valuable brand, surpassing $220.7 billion and growing by 17.5%.
• Media & Games (18% of total brand value): Expected to see 0% change in brand value due to limited impact from the pandemic.

Top Brands

• Amazon (1st): $220.7 billion, up 17.5%.
• Google (2nd): $159.7 billion, up 11.9%.
• Apple (3rd): $140.5 billion, down 8.5%.

Brand Value by Economy

• United States holds the largest share of brand value at 64.6%.
• China is second at 19.4%.
• Japan and South Korea also contribute significantly.

Key Information

• Amazon is the most valuable tech brand globally, with a brand value exceeding $220 billion.
• WeChat is the strongest tech brand with a BSI score of 92.9.
• ZTE is the fastest-growing electronics brand, with a 37% increase in value.
• Google has overtaken Apple in the software sub-sector.
• Baidu experienced the largest drop in brand value, down 54% to $8.9 billion.
• Brand Finance emphasizes the importance of aligning brand value with financial outcomes to improve business performance.

Conclusion

The report underscores the need for tech brands to not only understand their financial value but also to leverage insights from market research and stakeholder equity to make strategic decisions. It also highlights the importance of reputation and brand strength in driving long-term success, especially in the face of global challenges like the COVID-19 pandemic.