SEOUL, SOUTH KOREA / RankWire.AI / – Samsung Group’s brand worth reached US$97.4 billion in 2026, according to Brand Finance. This amount reflects an 8.9% increase from US$89.4 billion recorded in the previous year. Samsung ranked eighth among the world’s most valuable technology brands, dropping one position from 2025. It remains the only South Korean brand in the global top 10 of the sector. This outcome maintains Samsung’s position among a group predominantly led by major US technology corporations.
The report evaluated the top 100 technology brands worldwide at a combined value of US$3.7 trillion. That represents a 15% growth from US$3.2 trillion in 2025. US-based brands accounted for over 75% of this total, with 46 companies included in the list. Apple, Microsoft, and Google held the top three spots. Nvidia advanced three places to fifth after its brand value more than doubled to US$184.3 billion. Despite Samsung’s valuation increase, its ranking slipped one position due to Nvidia’s surge.
South Korea’s five leading technology brands together reached a valuation of US$135.3 billion, marking an 8% rise from the previous year. This sum placed South Korea third globally, behind the US and China. SK hynix increased 15% to US$15.8 billion and was ranked 28th. LG decreased 9% to US$9.6 billion, placing 44th. Naver grew 11% to US$3.7 billion, while Coupang rose 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 highlighted 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. These sectors give the brand a strong presence in both consumer and business technology markets. The US$97.4 billion valuation relates specifically to the Samsung technology brand, 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 standards. This rate is applied to project future brand-related revenues, with after-tax earnings discounted to their present value. The resulting estimate reflects the economic benefit a firm could gain from licensing its brand publicly.
Tech Giants Dominate Global Rankings
In 2026, technology companies continued to lead the broader global brand rankings. Seven out of the ten most valuable brands in the Brand Finance Global 500 originated from the technology sector. Apple remained the top global brand, with Microsoft in second place. The Technology 100 also saw significant growth among companies specializing in artificial intelligence infrastructure and semiconductors. Broadcom and AMD were among the fastest-growing tech brands alongside Nvidia. Apple, Microsoft, Google, and Amazon together accounted for nearly 70% of the total value in the ranking.
Samsung made up approximately 72% of the combined valuation of South Korea’s five ranked technology brands. Its US$97.4 billion valuation surpassed the total US$37.9 billion value of SK hynix, LG, Coupang, and Naver. With this, Samsung’s top-10 position remains vital to South Korea’s third-place standing in global technology brand valuation. The 2026 rankings showed Samsung’s valuation increasing again this year, despite a one-place drop in its global technology ranking.