Technology companies continued to appreciate in value, especially the consumer-facing brands. Google claimed the number one position as the world’s most valuable brand in the BrandZ™ Global ranking, followed by Apple. Like Facebook, which experienced strong stock appreciation, these brands continued to acquire or develop competencies to build ecosystems and become indispensable.
At the same time, the Chinese Internet brands, Tencent and Baidu, increased sharply in value and Chinese technology brands became more of a presence in the West, as Alibaba, 24 percent owned by Yahoo!, prepared for an IPO.
The business-to-business technology brands benefited from corporate investment in the storage and analysis of big data. But the brands also adjusted to fundamental changes, including the shift to Cloud computing, pay-as-yougo business models, the rise of mobile and decline of the PC. Overall brand value rose 16 percent compared with a 1 percent drop a year ago.
Similarly, brand value of the telecom category rose 8 percent following a 1 percent rise a year ago. Developed market brands grew in brand value during a period marked by more industry consolidation and price disruption.