Global Brand Equity Patterns in High-Tech Industries: A 24-Year Analysis
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The objective of the study is to investigate major brand equity trends among High-Tech brands. Using Interbrand's Top 100 global brands list from 2001 to 2024 as its population, the methodology focused on 48 extracted High-Tech brands. The analysis employed descriptive statistics, including cumulative brand equity and growth rates, alongside country- and region-specific analyses and cluster formation. This approach allowed for an examination of the 2008 global financial crisis and the recent pandemic's impact. Brands from nine countries were categorized into Hardware, Software, and Internet Services, with the analysis grounded in Interbrand's reported brand equity values and annual growth rates. Analysis of High-Tech brands reveals common strategic lessons alongside unique nuances. Resilience during global financial crises and pandemic COVID’19, the country-of-origin effect (US dominance), maintaining financial thresholds, diversified global earnings, and adapting to evolving market standards are universally important. However, High-Tech particularly emphasizes innovation as core, the dominance of internet services and software, and the rapid rise and fall in niche areas in internet-based services. Hardware faces distinct challenges. The emergence of industry "Giants" and strong niche players underscores diverse success paths. Digital transformation is foundational, and effective brand portfolio management is crucial. This research provides novel strategic lessons for brand managers, emphasizing the crucial role of rapid, continuous innovation and strategic digital transformation for maintaining brand equity.
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