No. 12: Hewlett-Packard
Brand Value: $16.4 billion
This is a case of how the kind of turmoil Hewlett-Packard has experienced in recent years can damage a company's brand. HP's brand value declined 29 percent this year, knocking the company down a whopping 28 spots to No. 54 on the top 100 brands list -- putting it three spots behind fast food company Subway.
This year HP is No. 12 on the list of 20 most valuable technology brands: Last year it was No. 8. CEO Meg Whitman has a multiyear plan to turn the company around as the company fights to regain its momentum in the competitive server and PC markets.