brand value of innovative companies – a theoretical study

The objective of this paper is to present a trajectory of performance of high-tech companies, considered innovative. The paper presents the reasons for success, stagnation, decline and fall of a group of companies chosen due to growth or decline. This is a descriptive and bibliographical research. To this purpose, we selected fifteen of the largest companies in Information Technology and Telecommunications, according to ranking prepared by Interbrand and BrandZ agencies. It is observed that companies have implemented strategies geared to innovation, resulting in high investment in R & D, spent in the past two decades. The surveys allowed us to associate trajectory and changes in brand value to business strategies and to market choices in the last twenty years, such as the acquisition of Compaq by HP and EDS, the recovery trend of Apple, competition between Apple and Nokia in market value, and the stability of the IBM.