品牌金融-2023年美國500強-關于最有價值和最強大的美國品牌的年度報告

BrandFinance

US

500

2023

TheannualreportonthemostvaluableandstrongestAmericanbrands

March2023

BrandFinanceUnitedStates500/us2

Contents.

AboutBrandFinance3

Foreword

DavidHaigh,Chairman&CEO,BrandFinance7

RankingAnalysis9

SectorAnalysis17

State-LevelAnalysis22

BrandValueRanking(USDm)23

Methodology33

OurServices40

?2023Allrightsreserved.BrandFinancePlc.

BrandFinanceUnitedStates500/us3

AboutBrandFinance.

BrandFinanceistheworld'sleadingbrand

valuationconsultancy.

Webridgethegapbetweenmarketingandfinance

BrandFinancewassetupin1996withtheaimof'bridging

thegapbetweenmarketingandfinance'.Formorethan25

years,wehavehelpedcompaniesandorganisationsofall

typestoconnecttheirbrandstothebottomline.

Wequantifythefinancialvalueofbrands

Weputthousandsoftheworld’sbiggestbrandstothe

testeveryyear.Rankingbrandsacrossallsectorsand

countries,wepublishover100reportsannually.

Weofferauniquecombinationofexpertise

Ourteamshaveexperienceacrossawiderangeof

disciplinesfrommarketingandmarketresearch,to

brandstrategyandvisualidentity,totaxandaccounting.

Weprideourselvesontechnicalcredibility

BrandFinanceisacharteredaccountancyfirmregulated

bytheInstituteofCharteredAccountantsinEnglandand

Wales,andthefirstbrandvaluationconsultancytojoin

theInternationalValuationStandardsCouncil.

Ourexpertshelpedcrafttheinternationallyrecognised

standardsonBrandValuation–ISO10668andBrand

Evaluation–ISO20671.Ourmethodologyhasbeen

certifiedbyglobalindependentauditors–Austrian

Standards–ascompliantwithboth,andreceived

theofficialapprovaloftheMarketingAccountability

StandardsBoard.

GetinTouch.

Forbusinessenquiries,pleasecontact:

LaurenceNewell

ManagingDirector,BrandFinanceNorthAmerica

+1(214)8033424

l.newell@

Formediaenquiries,pleasecontact:

MichaelJosem

AssociateCommunicationsDirector

m.josem@

Forallotherenquiries:

enquiries@

+442073899400

in

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/brandfinance

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BrandValuationSummary

RoyaltyRates

Benchmarking

Brand

StrengthTracking

Customer

ResearchFindings

Costof

CapitalAnalysis

Benchmarking

Competitor

Communication

Understanding

Education

Requestyourown

BrandValueReport

ABrandValueReportprovidesa

completebreakdownoftheassumptions,

datasources,andcalculationsused

toarriveatyourbrand’svalue.

Eachreportincludesexpert

recommendationsforgrowingbrand

valuetodriveperformanceandoffers

acost-effectivewaytogainingabetter

Insight

understandingofyourpositionagainstpeers.

Strategy

Visit/request-a-valuation

oremailenquiries@brand?

BrandFinanceUnitedStates500/us5

B

Brandirectory

istheworld’slargestdatabaseofcurrentandhistoricalbrandvalues,providingeasyaccesstoallBrandFinancerankings,reports,whitepapers,andconsumerresearchpublishedsince2007.

+Browsethousandsofpublishedbrandvalues

+Trackbrandvalue,strength,andratingacrosspublicationsandovertime

+Useinteractivechartstocomparebrandvaluesacrosscountries,sectors,andglobalrankings

+Purchaseandinstantlyunlockpremiumdata,

completebrandrankings,andresearch

Visit

tofindoutmore.

BrandFinanceGroup.

BrandFinance

Institute

BrandFinanceInstitute

BrandFinanceInstituteistheeducationaldivisionof

BrandFinance,whosepurposeistocreateandfoster

aprofessionalenvironmentforknowledge-sharingandnetworkingamongpractitionersandexpertsinthe

market.BFIorganisesevents,in-companytraining,andcorporateeducationalinitiativesaroundtheworld.Inthequestformarketingexcellenceandwiththepurpose

toequipthebrandvaluationandstrategypractitionerswiththenecessaryskillsandtools,wehavedevelopedawiderangeofprogrammesandcertificationsin

collaborationwiththemostcovetedbusinessschools,universitiesandthoughtleadersinthefield.

BrandDialogue

BrandDialogueisapublicrelationsagencydeveloping

communicationsstrategiestocreatedialoguethatdrives

brandvalue.BrandDialoguehasover25yearsofexperienceindeliveringcampaignsdrivenbyresearch,measurement,andstrategicthinkingforavarietyofclients,withastrong

backgroundingeographicbranding,includingsupportingnationbrandsandbrandswithageographicalindication(GI).BrandDialoguemanagescommunicationsactivitiesacrossBrandFinanceGroup'scompaniesandnetwork.

VI360

VI360isabrandidentitymanagementconsultancy

workingforclientsofallsizesonbrandcompliance,brandtransition,andbrandidentitymanagement.VI360providestraightforwardandpracticalbrandmanagementthat

resultsintangiblebenefitsforyourbusiness.

GlobalBrand

EquityMonitor

Originalmarketresearchonover5,000brands

38countriesand31sectorscovered

Morethan150,000respondentssurveyedannually

Wearenowinour7thconsecutiveyearconductingthestudy

Visit/consumer-research

oremailenquiries@brand?

BrandFinanceUnitedStates500/us7

Foreword.

DavidHaigh

Chairman&CEO,

BrandFinance

Brandvaluationhelpscompaniesunderstandthevalueoftheirbrandandhowit

contributestotheoverallvalueofthecompany.Thisimportantunderstandingcan

informdecision-makingrelatedtomarketingandbrandingefforts,aswellasprovideabenchmarkforfutureperformance.Itcanalsobeusedtohelpattractinvestorsandsecurefinancing,asastrongbrandcanbeavaluableasset.

Additionally,brandvaluationcanbeusefulintheeventofamergeroracquisition,asitcanhelpdeterminethevalueofthebrandbeingacquired.Overall,brandvaluationhelpsorganisationsunderstandtheworthoftheirbrandandhowitfitsintotheiroverallbusinessstrategy.

Astrongbrandcanleadtoimprovedbusinessreturnsinseveralways.First,astrongbrandcanhelpacompanydifferentiateitselffromitscompetitorsandestablisha

uniqueidentityinthemarket,whichcanleadtoincreasedcustomerloyaltyand

retention.This,inturn,canleadtohighersalesandrevenue.Astrongbrandcanalsohelpacompanycommandahigherpriceforitsproductsorservices,asconsumersarewillingtopaymoreforabrandtheyperceiveashigh-qualityandtrustworthy.In

addition,astrongbrandcanhelpacompanyattracttoptalent,asemployeesmaybemoreattractedtoworkforawell-knownandreputablebrand.Finally,astrongbrandcanprovideacompanywithacompetitiveadvantageandhelpitweathereconomicdownturnsorindustrydisruptions.

Thisyear,BrandFinancehasinvestedmoreinresearchingandunderstanding

customerperceptionofbrandsacrosstheworldthaneverbefore,withoriginal

researchtakingplaceindozensofjurisdictionsglobally.Thereportyouarereadingisbasedonthisextensiveoriginalresearch,withthefindingsrepresentingacatalystforfurtherconversations.

Ifyouwanttohelpbuildastrongerbrand,orifyouwanttobetterunderstandthevalueofyourbrand,pleasecontacttheBrandFinanceteamandIanytime.Ilookforwardtotheconversationandhelpingtobuildamoreprofitablefutureforyourbrand.

BrandFinanceUnitedStates500/us8

Amazon

reclaimstitle

asUS’most

valuablebrand,despitelosingbrandvalue.

+Amazonlosesbrandvalue,butbecomesthe

world’s,andtheUnitedStates’,mostvaluable

brandagain,valuedatUS$299.3billion

+BitetakenoutofAppleasitfallstosecondmost

valuablebrandintheUnitedStates

+AlphabetownsUS’strongestandsecond-

strongestbrandsinGoogleandYouTube

+FanDuelisthefastestgrowingbrandintheUS,

up259%toUS$3.4billion

+AccenturehashighestSustainabilityPerceptions

Score,rated7.79outof10

+AmazonhasthehighestSustainability

PerceptionsValueofanyUSbrand,US$19.9

billion,followedbyTesla

Ranking

Analysis.

RankingAnalysis.

Amazonlosesbrandvalue,but

becomestheworld’s,andthe

UnitedStates’,mostvaluablebrandagain,valuedatUS$299.3billion

Amazonhasretakentopspotastheworld’s,and

naturallytheUnitedStates’,mostvaluablebrand

despiteitsbrandvaluefalling15%thisyearfrom

US$350.3billiontoUS$299.3billion.Amazonwas

previouslytheworld’sandUnitedStates’mostvaluablebrandfrom2018to2020.

Amazon’sbrandhasfallenbyoverUS$50billionthisyear,substantiallyinconnectionwithitsfallinbrandstrength,withitsratingfallingfromAAA+toAAA

asconsumersevaluateitmoreharshlyinthepost-pandemicworld.

BrandFinance’sresearchhasfoundthatcustomer

perceptionofcustomerserviceatAmazonhasfallen–atthesametimeasdeliverytimeshavelengthened–andinconcertwiththis,consumershavebecomelesslikelytorecommendAmazontoothers.Concurrent

withtheconclusionofpandemicrestrictions,peoplearereturningtoshoppingin-person,slightlymitigatingtheneedforonlineretail.

Atthesametime,Amazonhasfailedtomeetexpectedtargets,withsignificantcostcuttingandlayoffs

depressingitsbrandvalue.Butdespiteitsfallinvaluethisyear,Amazon’sbrandisstillup36%invalue

sincethebeginningoftheCOVID-19pandemic,astheAmazonbrandhasgrowntobecomeadominantplayeracrossmanydifferentsectorsoftheeconomy:onlineretailbrand,cloudcomputing,voice/home

automation,digitalstreaming(inbothaudioandvideo,complementingitselectronicbookstore).

TheAmazonbrandhasbecomeanintegralpart

ofmanypeople’slives,buildingbrandloyaltyand

reflectedinitsreturntothetopofBrandFinance’s

Global500ranking.

Amazonhasreturnedtothetop

oftheglobalbrandleaderboardby

overtakingApple.Ourresearchhas

foundthatAmazon’sbrandvalue

comesfromitsstrongpositioninbothB2CandB2Bsectorsoftheeconomy,asitisakeyglobalmarketleaderin

themassivemarketsofbothonline

retailandonlinecloudcomputing

services.

Despitealreadyhavingtheworld’s

mostvaluablebrand,itiscontinuing

toexpandintonewverticalssuchas

bricksandmortarretailing,acquisitionoffilmstudios,andpayment

processing.Further,withAmazon’s

fullonlineretailservicesavailableinjust18nations,thereremainsfurtherscopetoexpanditsgeographicreach.

DavidHaigh

Chairman&CEO,BrandFinance

BrandFinanceUnitedStates500/us10

BrandFinanceUnitedStates500/us11

6^7③

verizonv

US$67.4bn

-3%

⑧

10

^12

US$53.4bn

+17%

RankingAnalysis.

Top10MostValuableAmericanBrands

1^2⑥

amazon

US$299.3bn

-15%

2J1勇

US$297.5bn

-16%

3“3⑥

G○ge

US$281.4bn

+7%

?BrandFinancePlc2023

4“4勇

出Microsoft

US$191.6bn

+4%

5“5⑥

walmart>

US$113.8bn

+2%

7

^11

T=與-

勇

8^9

⑥

9J6

⑥

US$66.2bn

+44%

US$61.1bn

+8%

US$59.0bn

42%

BitetakenoutofAppleasitfallstobesecondmostvaluablebrandintheUnitedStates

ApplehasfallentobetheUnitedStates’second

mostvaluablebrand.Itsbrandvalueisdown16%

fromUS$355.1billiontoUS$297.5billion,tomovefromslightlyaboveAmazon’sbrandvaluetonowbeslightlybehindAmazon’sbrandvalue.

Thisyear’sfallinbrandvaluerelatestoafallinforecastrevenueasadisruptedgoodssupplychainanda

constrainedlabourmarketareexpectedtolimitsupplyofitsmarqueehardwareproducts.

Applecontinuedtodemonstrateitsunderstandingof

theimportanceofbrandequity,furtheremphasisingitsESGeffortsandcommitmenttocustomerprivacyandsecurity.Byintroducingnewsecuritymeasures,Appleintroducedend-to-endencryptionofiCloudstorage,

furthermitigatingtheriskofuserinformationbeing

accessedbythirdparties.Applealsodoubleddownonitsenvironmentalcommitments,withtheambitionto

createcarbonneutralproductsby2030andseekingtoreducetheenvironmentalimpactofitsproducts.

DespitechallengesfacedbyApplethisyear,thebrandcontinuestoinnovate,investinlong-termgrowthplans,and

expanditsofferingintoabroaderrangeofservices,suchastheAppleWatch,

AirTagsandApplePay.Thisextensionofitsbrandfurtherdiversifiesitssuiteofproductsbeyonditsmostsuccessfulproduct,theiPhone.

Apple’shighlevelofcustomerloyaltyandcontinuedstrongcustomer

responsetonewproductssawthe

installedbaseofactiveAppledeviceshitanall-timehighin2022.Althoughnolongertheworld’smostvaluablebrand,Appleisstillverymuchaliveand

kicking.

LaurenceNewell

ManagingDirector,BrandFinanceNorthAmerica

BrandFinanceUnitedStates500/us12

RankingAnalysis.

AlphabetownsUS’strongestand

second-strongestbrandsinGoogle

andYouTube

Inadditiontocalculatingbrandvalue,BrandFinance

alsodeterminestherelativestrengthofbrands

throughabalancedscorecardofmetricsevaluating

marketinginvestment,stakeholderequity,and

businessperformance.CompliantwithISO20671,

BrandFinance’sassessmentofstakeholderequity

incorporatesoriginalmarketresearchdatafromover

150,000respondentsin38countriesandacross31

sectors.

Inbrandstrength,AlphabetInc,theparentcompany

ofbothGoogleandYouTubeachievedarareone-two

rankingoftheUnitedStates’twostrongestbrands.

Bothbrandshavenowovertakenlastyear’sstrongest

brand,Coca-Cola,whichisnowtheUS’sixth

strongestbrand,aftera4-pointBrandStrengthIndex

(BSI)scorereduction.

Google(brandvalueup7%toUS$281.4billion)

earnedaBrandStrengthIndexscoreofjustover93,

andYouTube(brandvalueup24%toUS$29.7billion)

earnedascoreofjustunder93.Bothbrandsearned

theeliteAAA+brandrating,alongwithsixotherUS

brands-Hershey(brandvalueup23%toUS$3.9

billion),Deloitte(brandvalueup16%toUS$34.5

billion),Instagram(brandvalueup42%toUS$47.4

billion),andCoca-Cola(brandvaluedown5%

toUS$33.5billion).

AswellasbeingthestrongestbrandintheUnited

States,andtheworld,Googleretainsitspositionas

theUS’thirdmostvaluablebrand.Witha7%increase

inbrandvalueyear-on-year,Googleisvaluedat

US$281.4billionasitcontinuedtogrowandexpand

intonewproductsandservicesoverthepastyear.

Thebrandhasexpandeditstechnologicalcapabilities

vastlyoverthespanoftheyearwithitsexistingproduct

offeringsincludingGoogleWallet,GooglePixeland

GoogleCloudbyoptimisingtheseproductswithnew

artificialintelligenceandvirtualrealityfeatures.

TheGooglePixelphonelineinrecentyearshas

switchedtoGoogle-designedTensorsystems-on-chip

whichaspiretointegratemachinelearningandartificial

intelligencewithitsconsumerhardwaredeployments.

⑩

勇

10222

611

>

accenture

87.8+0.1AAA

89.6-3.7AAA+

RankingAnalysis.

Top10StrongestAmericanBrands

122⑥

Googe

93.2-0.1

AAA+

223⑥

YOUTube

92.7-0.5AAA+

329

⑦

HERSHEY

THEHERSHEYCOMPANY

91.4+1.6AAA+

?BrandFinancePlc2023

425⑧

Deloitte。

91.3+1.1AAA+

527

⑥

90.7+0.7AAA+

7212⑧

pwc

88.8-0.2AAA

8214

⑦

9215

⑦

88.2-0.1AAA

88.0-0.2AAA

Inadditiontorollingoutnewproductsandservices,Googlecontinuestocommunicateaboutthebrand’ssustainabilityinitiativesacrosstheworld.Thebrandhasbeenactivelyinvolvedinworkingtowards

tacklingclimatechangeandhaslaunchedprojects

toaccelerateclimateaction,investingeffectivelyin

technologythatenablestheorganizationandits

customerstomakesustainablechoices.Forinstance,Googlehasannouncedastrongcommitmentto

climate-consciousdatacentercoolingandisaimingtooperateentirelyoncarbonfreeenergyby2030.

YouTube'sbrandhasstrengthenedthisyearon

accountofimprovedfamiliarity,recommendation,andconsideration,withincreasingnumbersofcustomers

comingtorelyonitasasourceofnews,entertainment,educationandinformation.

TheYouTubebrandcontinuestoupdateitsvariousproductapplicationswithnewfeatures,althoughitspremiummusicserviceenduressignificantdifficultywithlowsubscriptionratesinsomemarkets.

YouTubeisincreasinglybuildinganofflinebrandinadditiontoitsverylargeonlinepresence,withevents

suchasthetenthiterationoftheYouTubeFanfest

whichwashostedrecentlyinSingapore.

Additionally,thetechgiantisconstantlyworkingon

improvingthenewuserexperienceandbuilding

interfaceenhancementsforthemobileapplication.

Byrevisingitsuserexperience,YouTubeisbuilding

abrandwhichconstantlyenhancesitsservicesand

isresponsivetothechangingneedsofitstarget

audience.

BrandFinanceUnitedStates500/us13

68%

RankingAnalysis.

FanDuelisthefastestgrowingbrandintheUS,up259%

toUS$3.4billion

Newentrant,FanDuelisthefastestgrowingbrand

intheranking,up259%toabrandvalueofUS$3.4

billion.Thisrapidgrowthisprimarilyasaresultofthegamblingcompany’srevenueforecastincreasingandaBrandStrengthIndexscoreincreaseto74outof100,withanAArating.

FanDuelissuccessfullypenetratingthenewemergingUSonlinegamblingsectorwhichhasflourishedsince2018whenrestrictiveUSgamblingrestrictionswererepealedinsomeStates.MoreStateshavesince

followedsuit.Thebrandhassubsequentlygarneredahugemarketcapandisgrowingrapidlyyear-on-year,withlittlesignsofslowing.

FanDuelisnowownedbygamblinggiantFlutter,

whichownsothergamblingbrandssuchas

PaddyPower,andhasinvestedsignificantlyintheUSgamblingsectorsince2018.ThismovehasboostedFanDuel’sgrowth,whichnowboastsanapproximateUS$22billionmarketcap.

FanDuel’sBrandvaluelookssettocontinuetogrowatspeedastheUSbettingandgamingmarketsmaturefurther.Flutterexpectsthatby2030,upto80%oftheUSwillhavelegalisedsportsbetting.ThiscouldmeanrevenueforecastsforitsUSfacingbrand,FanDuel,

couldbeuptoUS$16billionby2030.ThissuggestssignificantfurtherpotentialforFanDuelandotherUSgamblingbrandsintheyearstocome.

BrandValueChange2022-2023(%)

259%

-46%

162%

-45%

141%

-42%

77%

-39%

76%

-36%

-32%

67%

-28%

?BrandFinancePlc2023

65%

-28%

64%

-27%

59%

-26%

BrandFinanceUnitedStates500/us14

1勇

>

accenture

5勇

5.2

7.8

RankingAnalysis.

Accenturehashighest

SustainabilityPerceptionsScore,

rated7.79outof10

Aspartofitsanalysis,BrandFinanceassessesthe

rolethatspecificbrandattributesplayindrivingoverallbrandvalue.Onesuchattribute,growingrapidlyinitssignificance,issustainability.BrandFinanceassesseshowsustainablespecificbrandsareperceivedtobe,

representedbya‘SustainabilityPerceptionsScore’.

Thevaluethatislinkedtosustainabilityperceptions,

the‘SustainabilityPerceptionsValue’,isthencalculatedforeachbrand.

AccenturehadthehighestSustainabilityPerceptionsScoreofanyUSbrandincludedintheranking–7.79

outof10.Thebrandhassetoutitscommitmentto

operatingmoresustainably,planningtoachievenet

zeroemissionsby2025.Thusfar,Accenturehas

reduceditstotalemissionsby68%fromits2016

baseline,surpassingoneaspectofits2025target.

Accenturehasalsolookedtoincreasinglyinvestina

low-carbonfuture.Thisincludessupportingbiodiversitythroughinitiativessuchasitsnature-basedcarbon

removalsandreusingorrecycling99%ofitse-wasterelatingtocomputersandworkstationsin2022.

Aswellasthesecommitmentsandactions,Accenture’sownESGStrategyConsultingServiceshavelikely

helpedboostthebrand’ssustainabilityperception.Bybeingseentohelpotherbrandstacklesustainability

challenges,Accentureisinadvertentlyhelpingboostitsownsustainabilityperceptionamongststakeholders.

Top10HighestAmericanSustainabilityPerceptionScore(SPS)?BrandFinancePlc2023

2勇

xerox

6.2

3勇

CXC

TECHNOLOGY

6.1

4勇

T=與

5.4

6③

L3HARRIS"

5.2

7勇

MCKESSON

5.1

8會

5.1

9勇

5.1

10

③

ARCONlc

5.1

BrandFinanceUnitedStates500/us15

RankingAnalysis.

Amazonhasthehighest

SustainabilityPerceptionsValue

ofanyUSbrand,US$19.9billion,

followedbyTesla

Amazonhasthehighestsustainabilityperceptions

valueofanyUSbrand,US$19.9billion.Likemanyoftheworld’stopbrands,Amazonhasahugescopeforimpactduetothesheerscaleofitsoperations.

ItisimportanttonotethatAmazon’spositionatthetopofthetableisnotanassessmentofitsoverallsustainabilityperformance.Instead,ithighlightsthevaluethatAmazonhastiedupinthesustainabilityperceptionofstakeholders.

RegardlessofAmazon’ssustainabilitytrackrecord,itisclearthatconsumersaroundtheworldhave

confidencethatAmazonisminimisingitsnegativeimpacts,oratleastiscommittedenoughforthemtocontinuetouseitsservices.

Thedriverscorefortheretailsectoris6.1%,

demonstratingamaterialroleforsustainabilityin

drivingchoice.Amazon’sUS$19.9billionofvalueisreliantonmaintainingitsreputationfor(acertainlevelof)sustainability.

IfAmazonfailstokeeppacethroughaprecautionaryapproachtoimprovingitssustainabilityperformance,andtocommunicateclearlyandhonestlyaboutits

progress,thosebillionsofdollarsofvaluecould

beatrisk.

Tesla(brandvalueup44%toUS$66.2billion)isa

somewhatmoreexpectedstrongperformerinterms

ofSustainabilityPerceptionsValue,whichisUS$17.8

billion.Teslaisnotonlyavaluablebranddrivenbyhighrevenueforecasts,butitisalsowellknownasapioneeroftheelectricvehiclesandbatterytechnologythatareaidingthetransitiontoalowercarboneconomy.

Thisimagehasclearlycarriedacrossintothe

perceptionsheldbyglobalconsumers.Teslahas

thehighestsustainabilitydriverscoreofanybrand,

at26.9%,resultinginaSustainabilityPerceptionsValueofUS$17.8billion.

Top10HighestAmericanSustainabilityPerceptionValues(SPV)?BrandFinancePlc2023

2

1⑥

amazon

US$19.9bn

一勇

T=與-n

US$17.8bn

3勇

US$14.7bn

4⑥

Googe

US$14.6bn

5勇

出Microsoft

US$9.0bn

6⑥

walmart1

US$6.3bn

7⑥

US$6.2bn

8⑥

US$5.9bn

9勇

verizonv

US$5.8bn

10⑥

US$5.2bn

BrandFinanceUnitedStates500/us16

BrandFinanceUnitedStates500/us17

SectorAnalysis.

Techremainsmostvaluablesector,despite9%overallbrandvalue

decrease

TheTechsectorhasonceagainremainedthemostvaluablesectorinBrandFinance’sUS500ranking,withanoverallbrandvalueofUS$902billion,

accountingfor58brandsintheranking.

Inadditiontothis,anumberofotherbrandsinothersectorssuchasAmazon(Retail),Google(Media),Facebook(Media),andInstagram(Media)haveobviousconnectionstothebroadertechnology

industryspace.

Despiteremainingthelargestsector,thetechsectorhasseena9%decreaseinvaluein2023.Thisreflectswidespreaddifficultiesfacedbytechbrandsand

concernsabouttheirwiderreputationsandgrowth

trajectories,resultinginbroaddecreasesinvaluationsinthelastyear.

Thelargeoverallsectorbrandvaluecanmostlybe

attributedtothetwobigtechplayerswhoremainnearthetopoftherankingin2023:Apple(brandvalue

down16%toUS$297.5billion)andMicrosoft(brandvalueup4%toUS$191.6billion).Together,thesetwogiantsdominatethetechsectorintermsofbrand

value,withtheircombinedvaluesmakingupoverhalfoftheUS’techsectorvalueintheranking.

Threeothertechbrands,Accenture(brandvalueup10%toUS$39.9billion),Oracle(brandvalueup36%toU