#4 Microsoft

Brand value: $59.5 Billion

Last year's rank: 5

Change in value: Up 3 percent

Microsoft has made significant strides in streamlining and integrating its broad portfolio, announcing in July 2013 its “One Microsoft” corporate restructuring that embraces a holistic brand approach across product lines. Anticipation is high, yet questions remain as the brand shifts from software to hardware business. It’s also making a bigger bet on mobile with its USD $7.2 billion acquisition of Nokia’s mobile business.

#3 IBM

Brand value: $78.8 Billion

Last year's rank: 3

Change in value: Up 4 percent

The brand continues to set records in innovation, generating 6,478 patents in 2012, the most US patents for the 20th year in a row. Aggressively growing its presence in emerging markets, IBM opened 144 offices in those regions in 2012. Looking to get ahead of the IT industry’s paradigm shift, it’s also packaging its computing capabilities and offerings to build a Smarter Computing platform that will be designed for Big Data, all while being open and collaborative to further foster innovation. This new approach is already paying dividends in the form of IBM’s Watson supercomputer.

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