Company: Dell Technologies Inc.
Brand Value: $5,788 Million
Headquarters: Round Rock, TX
Year formed: 1984
Dell manufactures and markets a wide range of personal computers and peripherals for consumers, as well as servers and data storage services for businesses. The brand focuses primarily college on students, middle-class families, and small businesses. Dell distinguishes itself through a built-to-order model, which allows consumers to make choices about the features and capabilities of the products they buy. It reinforces this positioning with campaigns like “Dell: Purely You”, which highlights the brand’s customization and personal touches. In 2013, Dell was taken private in an attempt to make bold changes to turn its business around. It has since rebounded with a major acquisition of EMC, which at $67 billion is one of the largest such deals ever for a technology company. Dell has reported strong revenue growth in recent years.