SEOUL, SOUTH KOREA / RankWire.AI / – According to Brand Finance, the brand value of Samsung Group hit US$97.4 billion in 2026. This represents an 8.9% increase from US$89.4 billion recorded the previous year. Samsung secured the eighth spot among the world’s most valuable technology brands, dropping one position from 2025. It remains the sole South Korean brand ranked within the top 10 globally in the sector. This outcome maintains Samsung’s position among a group largely led by major US technology corporations.
The study valued the top 100 global technology brands at a total of US$3.7 trillion, reflecting a 15% rise from US$3.2 trillion in 2025. US-based companies made up over 75% of this total, with 46 firms on the list. Apple, Microsoft, and Google held the top three positions. Nvidia advanced three spots to fifth place after its brand value more than doubled to US$184.3 billion. Despite Samsung’s increased valuation, its ranking slipped one position due to Nvidia’s rapid growth.
South Korea’s five leading technology brands had a combined valuation of US$135.3 billion, up 8% from the previous year. This placed South Korea third globally, behind the US and China. SK hynix increased 15% to US$15.8 billion, ranking 28th. LG declined 9% to US$9.6 billion, holding 44th place. Naver grew 11% to US$3.7 billion, while Coupang rose 10% to US$8.8 billion.
Semiconductors Drive Brand Valuation Growth
Brand Finance attributes Samsung’s valuation boost to its leadership in memory chips and semiconductors. The report highlights the demand for advanced memory solutions as a key factor supporting the brand’s valuation. Samsung’s operations span semiconductors, smartphones, televisions, home appliances, and digital services, giving it a presence across both consumer and enterprise technology markets. The US$97.4 billion figure pertains specifically to the Samsung technology brand, not the company’s market capitalization, revenue, or physical assets.
The valuation employs a royalty relief methodology 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 brand strength and industry specifics. This rate is applied to project brand-related revenues, and after-tax earnings are discounted to derive the present value. The resulting estimate reflects the economic benefit obtainable through licensing the brand on the open market.
Technology Firms Lead Global Brand 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 technology sector. Apple retained its position as the world’s most valuable brand, with Microsoft ranking second. The Technology 100 index also saw significant growth among AI infrastructure and semiconductor companies, with Broadcom and AMD following Nvidia as some of the fastest-growing brands. Collectively, Apple, Microsoft, Google, and Amazon account for nearly 70% of the overall ranking value.
Samsung’s valuation of US$97.4 billion makes up approximately 72% of the combined US$135.3 billion value of South Korea’s five ranked technology brands. This valuation exceeds the total US$37.9 billion combined value of SK hynix, LG, Coupang, and Naver. As a result, Samsung’s top-10 placement remains pivotal to South Korea’s third-place standing in the global technology brand valuation. Despite slipping one position in the overall global technology ranking, Samsung’s valuation saw another annual rise in 2026.