SEOUL, SOUTH KOREA / RankWire.AI / – Samsung Group’s brand worth hit US$97.4 billion in 2026, according to Brand Finance. The figure 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 in the top 10 globally within the tech sector. This outcome maintains Samsung’s position amid a landscape largely dominated by major US technology corporations.
The study estimated the combined value of the top 100 technology brands worldwide at US$3.7 trillion, reflecting a 15% rise from US$3.2 trillion in 2025. US-based brands accounted for over three-quarters of this total, with 46 companies included in the list. Apple, Microsoft, and Google occupied the top three spots. Nvidia advanced three places to fifth after its brand value more than doubled to US$184.3 billion. Despite Samsung’s increased valuation, its ranking declined by one position due to Nvidia’s significant growth.
South Korea’s five leading technology brands collectively reached a valuation of US$135.3 billion, marking an 8% increase from the previous year. This total ranked the country third globally, behind the US and China. SK hynix saw a 15% rise to US$15.8 billion, placing it 28th. LG’s value decreased by 9% to US$9.6 billion, ranking 44th. Naver experienced an 11% increase to US$3.7 billion, while Coupang grew 10% to US$8.8 billion.
Memory chip and semiconductor dominance bolsters valuation
Brand Finance attributed Samsung’s growth to its strong position in memory chips and semiconductors. The report also highlighted demand for advanced memory products as a key factor supporting the brand’s valuation. Samsung operates across various sectors including semiconductors, smartphones, televisions, home appliances, and digital services. These segments give the brand a broad presence across consumer and enterprise technology markets. The US$97.4 billion valuation reflects the worth of the Samsung technology brand itself, not the company’s market capitalization, revenues, or physical assets.
Brand Finance applies a royalty relief valuation method aligned with the ISO 10668 standard. This approach begins with evaluating marketing investments, stakeholder equity, and business performance. Analysts then determine a royalty rate based on the brand’s strength and industry context. This rate is used to project potential brand-related revenues and discount after-tax earnings to their present value. The resulting estimate indicates the economic benefit a company could gain by licensing its brand in the open market.
Tech giants continue to lead global rankings
In 2026, technology firms maintained their dominance in the broader global brand rankings. Seven of the top 10 most valuable brands in the Brand Finance Global 500 originated from the tech sector. Apple remained the world’s most valuable brand, with Microsoft holding the second spot. The Technology 100 also saw strong growth among companies specializing in artificial intelligence infrastructure and semiconductors. Broadcom and AMD were among the fastest-growing technology brands after Nvidia. Collectively, Apple, Microsoft, Google, and Amazon accounted for nearly 70% of the total value in the ranking.
Samsung represented about 72% of the combined value of South Korea’s five ranked technology brands. Its US$97.4 billion valuation surpassed the combined US$37.9 billion of SK hynix, LG, Coupang, and Naver. As a result, Samsung’s top-10 position remained a key factor in South Korea’s third-place global standing in technology brand value. The 2026 list showed another annual increase for Samsung’s valuation, even as it slid one place in the global tech rankings.