SEOUL, SOUTH KOREA / RankWire.AI / – Samsung Group’s brand worth hit US$97.4 billion in 2026, according to Brand Finance. The number increased by 8.9% compared to US$89.4 billion in the previous year. Samsung was positioned eighth among the globe’s most valuable tech brands, slipping one spot from 2025. It remains the only South Korean brand within the top 10 worldwide in the sector. This result maintains Samsung’s position within a group largely led by leading US technology firms.
The study valued the top 100 global technology brands at a combined US$3.7 trillion, reflecting a 15% rise from US$3.2 trillion in 2025. Over three-quarters of this total is held by US brands, with 46 companies on the list. Apple, Microsoft and Google hold the top three spots. Nvidia advanced three positions to fifth place after its brand value more than doubled to US$184.3 billion. Despite Samsung’s increased valuation, Nvidia’s ascent caused Samsung to drop one rank.
South Korea’s five leading tech brands collectively reached a value of US$135.3 billion, up 8% from the previous year. This sum places South Korea third globally, behind the US and China. SK hynix grew 15% to US$15.8 billion, ranking 28th. LG declined 9% to US$9.6 billion, ranking 44th. Naver increased 11% to US$3.7 billion, while Coupang saw a 10% rise to US$8.8 billion.
Semiconductors Drive Brand Valuation
Brand Finance attributes Samsung’s growth to its strong position in memory chips and semiconductors. The report highlights demand for advanced memory products as a key factor boosting the brand’s worth. Samsung’s diverse operations encompass semiconductors, smartphones, televisions, home appliances, and digital services, giving it a presence across both consumer and business technology markets. The US$97.4 billion valuation pertains to the Samsung technology brand alone, not the company’s market cap, revenue, or physical assets.
Brand Finance employs a royalty relief valuation method aligned with ISO 10668 standards. The process begins with evaluating marketing investments, stakeholder equity, and business performance. Analysts then determine a royalty rate based on brand strength and industry context. This rate is applied to project brand-related revenue, and after-tax earnings are discounted to their present value. The resulting estimate reflects the economic benefit a company could gain from licensing its brand on the open market.
Tech Sector Leads Global Brand Rankings
In 2026, technology firms continued to dominate the broader global brand rankings. Seven of the top 10 brands in the Brand Finance Global 500 are from the tech industry. Apple remained the world’s most valuable brand, with Microsoft in second place. The Technology 100 also experienced notable growth among artificial intelligence infrastructure and semiconductor companies. Broadcom and AMD ranked among the fastest-growing tech brands after Nvidia. Apple, Microsoft, Google, and Amazon account for nearly 70% of the total value in the ranking.
Samsung’s valuation makes up about 72% of the combined value of South Korea’s five ranked tech brands. Its US$97.4 billion valuation surpasses the combined US$37.9 billion value of SK hynix, LG, Coupang, and Naver. Samsung’s leading position in the top 10 remains vital to South Korea’s third-place standing globally in technology brand value. The 2026 rankings show Samsung’s continued annual growth, even as it dropped one spot in the global tech hierarchy.