SEOUL, SOUTH KOREA / RankWire.AI / – According to Brand Finance, the value of Samsung Group’s brand reached US$97.4 billion in 2026. This represents an 8.9% increase from US$89.4 billion in 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 within the global top 10 in the sector. This outcome keeps Samsung among a group largely led by prominent US technology corporations.
The study assessed the top 100 technology brands worldwide, estimating their combined worth at US$3.7 trillion, reflecting a 15% rise from US$3.2 trillion in 2025. US-based brands dominated the list, accounting for over three-quarters of the total, with 46 companies featured. Apple, Microsoft, and Google occupied the top three spots. Nvidia improved three positions to fifth place after its brand value more than doubled to US$184.3 billion. Despite Samsung’s valuation increase, Nvidia’s ascent caused Samsung to fall one place lower in the ranking.
South Korea’s five leading technology brands had a combined valuation of US$135.3 billion, marking an 8% growth from the previous year. This sum placed South Korea third globally, behind the US and China. SK hynix’s brand value rose 15% to US$15.8 billion, ranking 28th. LG experienced a 9% decline, falling to US$9.6 billion and landing at 44th. Naver increased 11% to US$3.7 billion, while Coupang grew 10% to US$8.8 billion.
Semiconductor Leadership Bolsters Brand Valuation
The increase in Samsung’s brand value is attributed to its leadership in memory chips and semiconductors, according to Brand Finance. The report also highlighted the demand for advanced memory products as a key factor supporting this valuation. Samsung’s operations span semiconductors, smartphones, televisions, home appliances, and digital services, giving it a broad presence across consumer and enterprise technology markets. The US$97.4 billion figure reflects the valuation of Samsung’s brand specifically in the technology sector, not the company’s market cap, revenue, or physical assets.
Brand Finance employs a royalty relief methodology aligned with the ISO 10668 valuation standard. The process begins with evaluating marketing investments, stakeholder equity, and business performance. Experts then determine a royalty rate based on the brand’s strength and industry context. This rate is applied to forecast brand-related revenues and discount after-tax earnings to their present value. The resulting estimate indicates the potential economic benefit of licensing the brand in the open market.
Technology Sector Continues to Dominate Global Rankings
In 2026, technology companies 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 remained the world’s most valuable brand, with Microsoft in second place. The Technology 100 also saw significant growth among artificial intelligence infrastructure and semiconductor firms, with Broadcom and AMD among the fastest-growing brands after Nvidia. Collectively, Apple, Microsoft, Google, and Amazon accounted for nearly 70% of the total value in the ranking.
Samsung’s valuation made up about 72% of the combined value of South Korea’s five ranked technology brands. Its US$97.4 billion valuation surpassed the total US$37.9 billion of SK hynix, LG, Coupang, and Naver combined. As a result, Samsung’s top-10 standing remains central to South Korea’s third-place position in global technology brand value. Despite moving down one spot in the overall global technology ranking, Samsung’s value increased again in 2026.