No. 13: Intel
Brand Value: $13.8 billion
Maybe it's time to bring back that "Intel Inside" marketing campaign. Intel's brand value declined 12 percent this year, dropping the semiconductor maker's ranking on the top 100 by 12 places to No. 61 -- one spot ahead of FedEx. On the list of technology brands it slipped one spot from No. 12 last year.
While Intel dominates the PC chip market, it has struggled competitively in the mobile device arena against rivals such as AMD and manufacturers of ARM chips. Returning the company to its once-dominant place in the IT world is now the task of newly appointed Intel CEO Brian Krzanich.