Explaining the TECH brand value with economic-financial and stock market information The booming digital economy

The technology sector has suddenly burst into the world’s economy sphere, and technology brands have obtained their best values in recent years according to international brand valuation consultancy companies (IBVCC). Nevertheless, these IBVCC only provide the values of the main world brands, but companies need to know the value of their technology brands for their accountancy, sales and purchases, merges, procurements, etc. In addition, these IBVCC are not transparent about the criteria applied to determine brand values, and there is no active brand selling/purchasing market to provide brand market values. This chapter aims to analyse the brand values provided by these IBVCC and to obtain value models by using OLS regression methods and economic-financial/stock market information. A large difference appears between the TECH brand values given by these different IBVCC. The obtained brand valuation models achieved 55–88% reliability, which makes them very useful for managers and investors from technology companies because they provide them with simple, objective, transparent, and reliable valuing models. To ratify this, the obtained models were applied to estimate the brand values of the technology firms that made the most profits in 2020, but were not valued by IBVCC.