After reaching 288,500 million euros, Amazon has become the most valuable technology brand in the world. It thus surpasses the company led by Tim Cook, Apple, which has a value of 286,800 million euros. This report, ‘Tech 100 2023’, has been prepared by Brand Finance, which annually analyzes the 5,000 most important firms in the world by carrying out analysis and sector classifications. The authors of the analysis have stressed that Amazon has increased its value by 36% since the start of the Covid-19 pandemic and that it is the most valuable brand in all sectors.
“Amazon’s global dominance as the world’s leading technology brand cannot be ignored. The brand’s relentless pursuit of customer-focused innovation has not only transformed the way we shop, but has challenged and revised business models of traditional business”, has valued the general director of Brand Finance, Richard Haigh. “The tech giant must now try to maintain its competitive edge amid a rapidly changing landscape, especially as eyes are on the brand now more than ever,” he warned.
Complete the Top10
The third position within the classification of the most valuable technology brands in the world is for Google (271,200 million euros), followed by Microsoft (184,600 million) and Samsung (79,700 million euros), so that the ‘top 5’ is dominated by four American companies and one South Korean. In sixth place is TikTok (63.3 billion euros), which surpasses Facebook (56.8 billion euros), WeChat (48.4 billion euros), Instagram (45.7 billion euros) and Huawei (42.7 billion euros).
About the fact that Huawei is in the ‘top 10’ of the most valuable technology brands in the world, Brand Finance has highlighted that the company has managed to be there “despite the headwinds derived from global political challenges, the shortage of semiconductors and the global drop in demand for smartphones. “Huawei remains in the top ten most valuable technology brands, although its brand value has fallen by 30%, to €42.7 billion. Huawei’s consumer business, which offers smartphones, tablets and other consumer electronics, was the most affected by various challenges. However, other operations of the brand, such as its carrier business and its enterprise business, performed relatively well,” the report authors added.
NTT DATA
The analysis also shows that the Japanese NTT DATA According to Brand Finance, it is because NTT Corporation and NTT DATA are formally integrating their offers more closely and launching a combined brand to accelerate the global modernization of information technologies and transformation digital.
“This is a new beginning for the NTT DATA brand as it seeks to accelerate growth outside of Japan and further increase its diverse offering of digital services and applications to customers,” the report said. On the other hand, LinkedIn (whose value increased to 14,900 million euros) is the brand in the technology sector that “grows the fastest”, something that the authors of the document attribute mainly to its “better position” as a recruitment and advertising tool for notifications
Amadeus, the most valuable Spanish
As regards software technology brands, Amadeus is the most valuable Spanish company and ranks 14th out of the ‘top 15’ in this segment. “Amadeus (whose brand value is suspected to be 4% in 2023) has posted solid operating and financial results in the first quarter of 2023 thanks to the good evolution of the sector and the increase in air traffic,” Brand Finance highlighted.
In this sense, the most valuable software brand in the world is Microsoft (184,600 million euros), followed by Oracle (38,100), SAP (20,300), SalesForce (18,400), Adobe (12,400), VM Ware (6,100), ServiceNow (6,000), Quickbooks (4,400), Turbotax (4,000) and RedHat (3,900), which closes the ‘top 10’.
