This study aims to investigate whether there are possible influences of the mobile sphere, specifically when considering the smartphone diffusion, from a social and cultural point of view, on the brand values of the main corporations in the world. While several factors concerning the Internet diffusion in general do not seem impacting the branding performance, the diffusion of the smartphones, with consequent access most of all to social media, shows a significant effect. Related considerations in terms of scientific and managerial implications, although there are some limitations of the research, are then provided.