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Global Branding in the Technology Industry

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As globalization continues, several industries in particular have benefited more than others. Some of these industries include technology, financial services, consumer products, and construction just to name a few. The technology industry in particular has benefited more than most. It is expected to reach revenues of $398 Billion in 2019. Some of the top companies within the industry that have successfully globally branded themselves are Apple, Alphabet(Google), and Microsoft. These companies in particular have established very strong, well known global brands and are a great example of strong global branding.

Apple Inc. is an American multinational technology company headquartered in Cupertino, California, that designs, develops, and sells consumer electronics, computer software, and online services. It is considered one of the Big Four of technology along with Amazon, Google, and Facebook. Apple has 506 stores in 24 countries and had revenues of $265.6 Billion in 2018.Their biggest product is the iPhone which makes up a large majority of their revenue. They have sold over 700 million iPhones to date and have established themselves as an elite and consumer friendly company world wide. They are a great example of establishing a strong global brand that is known in almost every country in the world.

Google is an American multinational technology company that specializes in Internet-related services and products, which include online advertising technologies, search engine, cloud computing, software, and hardware. It is considered one of the Big Four technology companies, alongside Amazon, Apple and Facebook. Google operates in 219 countries and had revenues in 2018 of $136.22 Billion. Google is best known around the world as a search engine. However, in addition to their search engine services they gain a major of portion of their revenues from advertising. They also have recently released a phone, the Google Pixel, in addtion to their email services and Google drive services similar to Microsoft Office. They have established a well diversified and well known company world wide almost as successfully as apple.

Lastly, Microsoft Corporation is an American multinational technology company with headquarters in Redmond, Washington. It develops, manufactures, licenses, supports and sells computer software, consumer electronics, personal computers, and related services. Microsoft is very similar to both Google and Apple in the products and services they provide. Microsoft currently operates in 190 countries around the world and had revenues of $110.36 Billion in 2018. As you can see, even though Microsoft is well diversified across 190 countries, it is not as well known or as popular or Google and has room to improve when it comes to global branding.

Something all of these companies do have in common is their strong global presence and an unwavering brand image that successfully translates across almost all countries. They are all well known and have managed to establish themselves in order to be recognized beyond borders which is something not many companies can say.

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“Global 2000 – The World's Largest Public Companies 2018.” Forbes, Forbes Magazine, 2018, www.forbes.com/global2000/#401bfaf6335d.

Villas-Boas, Antonio. “Google Just Announced Its First Smartphone, Called Pixel – Check It Out.” Business Insider, Business Insider, 4 Oct. 2016, www.businessinsider.com/google-pixel-pixel-xl-price-release-date-specs-features-2016-10.

“IPhone History: A Timeline From 2007-2019.” History Cooperative, 6 Apr. 2019, historycooperative.org/the-history-of-the-iphone/.

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“Microsoft Annual Report 2018.” Microsoft, www.microsoft.com/en-us/annualreports/ar2018/annualreport