SEOUL, SOUTH KOREA / RankWire.AI / – Samsung Group’s brand value hit US$97.4 billion in 2026, according to Brand Finance. This represents an 8.9% increase from US$89.4 billion in the previous year. Samsung secured the eighth spot among the world’s most valuable technology brands, slipping one position from 2025. It remains the sole South Korean brand within the sector’s global top 10. This outcome maintains Samsung’s presence among a group primarily controlled by leading US technology firms.
The report estimates the combined value of the top 100 global technology brands at US$3.7 trillion, marking a 15% rise from US$3.2 trillion in 2025. US-based companies make up over three-quarters of this total, with 46 firms included. Apple, Microsoft and Google retained the top three positions. Nvidia advanced three spots to fifth place after more than doubling its brand value to US$184.3 billion. Despite Samsung’s valuation increase, its ranking dropped by one position due to Nvidia’s rapid growth.
South Korea’s five ranked technology brands combined are valued at US$135.3 billion, reflecting an 8% increase from the previous year. This sum ranks South Korea third globally, behind the US and China. SK hynix saw a 15% rise to US$15.8 billion, earning it the 28th position. LG’s valuation declined by 9% to US$9.6 billion, placing it 44th. Naver grew 11% to US$3.7 billion, while Coupang increased 10% to US$8.8 billion.
Semiconductors Drive Brand Valuation
Brand Finance attributes Samsung’s growth to its strength in memory chips and semiconductors. The report also highlights the demand for advanced memory solutions as a key factor supporting the brand’s valuation. Samsung’s business spans semiconductors, smartphones, televisions, home appliances and digital services, giving it a presence across consumer and enterprise technology markets. The US$97.4 billion valuation pertains specifically to the Samsung technology brand, not the company’s market capitalization, revenue, or physical assets.
Brand Finance applies a royalty relief valuation method aligned with ISO 10668 standards. This approach begins with evaluating marketing investment, stakeholder equity, and business performance. Analysts determine a royalty rate based on the brand’s strength and industry context. This rate is then applied to project brand-related revenue and discounted back to present value, considering after-tax earnings. The resulting estimate reflects the potential economic benefit of licensing the brand in the open market.
Tech Giants Continue to Lead Global Brand Rankings
In 2026, technology firms maintained dominance in the broader global brand rankings. Seven of the top 10 most valuable brands in the Brand Finance Global 500 originated from the technology sector. Apple remained the top global brand, with Microsoft in second place. The Technology 100 also showed notable growth among artificial intelligence infrastructure and semiconductor companies, with Broadcom and AMD among the fastest-growing tech brands after Nvidia. Together, Apple, Microsoft, Google, and Amazon account for nearly 70% of the total value in the ranking.
Samsung’s valuation makes up about 72% of the total combined value of South Korea’s five ranked technology brands. Its US$97.4 billion valuation surpasses the combined US$37.9 billion of SK hynix, LG, Coupang, and Naver. As a result, Samsung’s top-10 placement continues to be central to South Korea’s third-place ranking in global technology brand value. In 2026, Samsung experienced another annual increase in brand value, despite slipping one position in the global technology rankings.