SEOUL, SOUTH KOREA / RankWire.AI / – According to Brand Finance, the brand worth 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 was ranked eighth among the most valuable global technology brands, dropping one position from 2025. It remains the sole South Korean brand in the top 10 of the sector worldwide. This positioning keeps Samsung among a group largely led by prominent US technology firms.
The study valued the top 100 technology brands globally at 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 maintained the top three spots. Nvidia advanced three places to fifth position after its brand value more than doubled to US$184.3 billion. Despite Samsung’s increased valuation, its ranking dropped by one position due to Nvidia’s rapid growth.
South Korea’s five leading technology brands had a combined worth of US$135.3 billion, up 8% from the previous year. This sum placed South Korea third globally, following the US and China. SK hynix saw a 15% rise to US$15.8 billion, ranking 28th. LG’s valuation declined 9% to US$9.6 billion, placing it at 44th. Naver increased by 11% to US$3.7 billion, while Coupang grew 10% to US$8.8 billion.
Semiconductors Drive Brand Valuation
Brand Finance attributed Samsung’s growth to its leadership in memory chips and semiconductors. The report also highlighted demand for advanced memory solutions as a key factor supporting the brand’s valuation. Samsung operates in various sectors, including semiconductors, smartphones, televisions, home appliances, and digital services. These segments give the brand a footprint across both consumer and enterprise technology markets. The US$97.4 billion valuation pertains specifically to the Samsung technology brand rather than the company’s market cap, revenue, or physical assets.
Brand Finance employs a royalty relief valuation method aligned with the ISO 10668 standard. The process begins by evaluating marketing investments, stakeholder equity, and business performance. Analysts then determine a royalty rate based on the brand’s strength and industry sector. This rate is applied to forecast revenue attributable to the brand, and after-tax earnings are discounted to their present value. The resulting estimate reflects the potential economic benefit a company could realize by licensing its brand on the open market.
Technology Sector Continues to Lead Global Rankings
In 2026, technology companies maintained dominance in the broader global brand rankings. Seven of the top 10 brands in the Brand Finance Global 500 came from the tech industry. Apple remained the world’s most valuable brand, with Microsoft in second place. The Technology 100 also saw notable growth among AI infrastructure and semiconductor firms, with Broadcom and AMD ranking as the fastest-growing tech brands after Nvidia. Collectively, Apple, Microsoft, Google, and Amazon accounted for nearly 70% of the overall ranking value.
Samsung contributed approximately 72% of the combined value of South Korea’s five ranked technology brands. Its valuation of US$97.4 billion surpassed the total US$37.9 billion of SK hynix, LG, Coupang, and Naver combined. Samsung’s position in the top 10 remains central to South Korea’s third-place standing in global technology brand value. Despite moving down one spot in the overall global technology ranking, Samsung experienced another year of growth in 2026.