I know the Xbox One has copped a beating this year by the fanboys and haters and even other gamers. However recently the Xbox ranked 87th most Valuable Brand in the world in 2019, above both Sony's PlayStation and Nintendo's Switch which didn't make the top 100 list.

Sales matter to many however in sheer value it seems to be the other way around. Links below.

https://segmentnext.com/2019/06/20/xbox-most-valuable-brand/

QUOTES

*Sony’s PlayStation 4 dominated Microsoft’s Xbox in terms of sheer units sold worldwide. But according to the BrandZ’s Top 100 Most Valuable Global Brand for 2019, the Xbox brand comes on top of other console brands such as PlayStation and Nintendo Switch in terms of value.

*On this year’s Top 100 Most Valuable Global Brands, Xbox comes at the 87th spot, having $16,690 Million USD in brand value for 2019. This is far above Sony, PlayStation, and Nintendo.

https://gamerant.com/xbox-brand-more-valuable-sony-nintendo/

QUOTES

*Considering the success of Xbox's competitors, some may be wondering why it made it on the list of the top 100 brands and Sony and Nintendo didn't. There's no answer given in the report, but we can speculate as to the reasons why. One big possibility could be Xbox's leveraging of cloud technology for its future tech, with Microsoft Azure even powering the PS5's cloud gaming services.

*Another possibility could be the significant cash Xbox generates through its various subscription services. Xbox Live Gold, Game Pass, and the new Game Pass Ultimate all go a long way in bolstering the Xbox brand's bottom line.

I also think Xbox has a larger recognition amongst PC gamers since it's so interconnected with Microsoft. Playing Xbox has somehow also been synonymous with playing games along many gamers I think.

yeah thats old and makes absolutely no sense

This is based off research, do you have any evidence or links to say otherwise? Or are you basing your opinion only on sales?

If you look at ranking that is not even most surprising thing on the list.
- Marlboro > Samsung
- Uber > Mercedes, BMW
- Pampers > ExxonMobil
- Colgate > KFC
- Zara > Shell
- Xbox > Siemens

Source : https://www.ft.com/content/3a3419f4-78b1-11e9-be7d-6d846537acab

Alternate title: Halfassed reseach concludes that the Xbox brand is more valuable than the Windows brand.

Research and evidence.....Do you have any evidence the basis of this contention is based off of research?

The wikipedia page for BrandZ, the entity doing the "research" in the linked "article" has only slightly more substance than a fortune cookie.

This is literally the biggest entry about them on their on their page:

Controversy

"The credibility of the Interbrand and BrandZ league tables have been cast into doubt by an article written in Marketing Week by Mark Ritson.^[4] The lack of clear definitions and valuation dates in the both companies methodology raise questions about the subjectivity involved in brand valuations. Being part of multinational advertising groups, Interbrand and Kantar Millward Brown also suffer from the risk of objectivity. Transparencyand objectivity are two of the requirements of the ISO 10668 standard of monetary brand valuations."

https://en.wikipedia.org/wiki/BrandZ

Impressive feat. Xbox is indeed a strong brand.

However, I wonder why Brandz' ranking of most valuable brands differs so much from e.g. Prophet's ranking of most relevant brands (link).

Soooo your counter debate is a custom meme? okay.. *face palm*

Yeah, this doesn't make a lot of sense. Honestly, if a globally competitive company had a choice between buying the Nintendo brand, the Playstation brand, or the Xbox brand, would they really pay more for the rights to the Xbox brand? Would that really be their top choice? Maybe, if the bulk of their operations were in North America, but even that is a big "maybe". Worldwide? Not a chance.

The only reasoning I can think of is that Microsoft has, at times, really tried to force the Xbox brand as being more than games. "Xbox Music Pass," for example. That's just what Microsoft does, they constantly rebrand stuff, which is kind of silly and annoying, especially if you work for Microsoft and half your Knowledge Base is out of date. Meanwhile, they have competitors who build incredibly strong brand recognition by staying with branding schemes for decades--like Apple sticking an "i" in front of stuff. Xbox Music used to be Zune and I believe it's now Groove, but who really knows with them--it might be rebranded as something else tomorrow.

"Xbox" is also on PC but, honestly, it's mostly for those who haven't discovered Steam yet or those who use Xbox consoles and are determined to stick with it.

So, the only logic I can see is the idea that "Xbox" does a lot more than just games but is the brand really meaningful in those other areas to the point that it would push the lagging gaming aspect above more successful competitors? I don't see it and the company responsible for this ranking really needs to explain their reasoning in concrete and tangible terms.