Every year MillwardBrown, the brand marketing consulting firm, releases its BrandZ list of the most recognized global brands, including IT companies. Using the BrandZ database of 2 million consumers, the company calculates a company's "brand value" -- defined as the dollar amount a brand contributes to a corporation's overall value.
Here are the 20 business-to-business and business-to-consumer technology companies with the highest brand values and a few thoughts about how they got there. We also cite where the companies stand on the overall BrandZ list of 100 best-known brands and looked back to last year's listing to see whose brand is on the rise and whose could use some polishing.
Note: Technology brands 17 through 20 didn't break into the overall Top 100 list. Also, BrandZ lists telecommunications companies separately, so brands like AT&T (No. 6 on this year's overall list) and China Mobile (No. 10) are not included. Also not on this list are Amazon.com (No. 14) and eBay (No. 47), which BrandZ categorizes as "retailers."