Markenranking Interbrand: Deutsche Autobauer vorn

Nur eine deutsche Marke schafft es unter die Top-Ten der wertvollsten Marken weltweit: Mercedes-Benz. So grade eben. Von Platz elf im Vorjahr haben sich die Schwaben auf den Rang zehn vorgearbeitet. Immerhin auf Platz elf folgt denn auch gleich der nächste deutsche Autobauer, BMW. Mit großem Abstand zu den nächste beiden: Volkswagen schafft es auf Platz 31 und Audi auf Platz 45.

daimler-Kostueme

Gerankt hat der Markenexperte Interbrand, die Nummer eins ist – wie im Vorjahr – Apple gefolgt von Google und Coca-Cola.

Immerhin haben Allianz – auf Platz 55 – , Audi, Volkswagen und Porsche – Rang 60 – zweistellig zugelegt. Des weiteren haben sich auch Hugo Boss – Platz 97 – und DHL – Platz 81 – verbessert. Beide sind zum ersten mal unter den Top-100 bei Interbrand. Hugo Boss sei damit – so Interbrand – auf dem besten Wege, zur „führenden globalen Fashion Brands im Premium- und Luxussegment zu werden“.




Best Global Brands 2014

Rank 2014	Rank 2013	Brand	Sector	Brand value ($m) 2014	2013	value change
1	1	Apple	Technology	118.863	98.316	21%
2	2	Google	Technology	107.439	93.291	15%
3	3	Coca-Cola	Beverages	81.563	79.213	3%
4	4	IBM	Business Services	72.244	78.808	-8%
5	5	Microsoft	Technology	61.154	59.546	3%
6	6	GE	Diversified	45.480	46.947	-3%
7	8	Samsung	Technology	45.462	39.610	15%
8	10	Toyota	Automotive	42.392	35.346	20%
9	7	McDonald’s	Restaurants	42.254	41.992	1%
10	11	Mercedes-Benz	Automotive	34.338	31.904	8%
11	12	BMW	Automotive	34.214	31.839	7%
12	9	Intel	Technology	34.153	37.257	-8%
13	14	Disney	Media	32.223	28.147	14%
14	13	Cisco	Technology	30.936	29.053	6%
15	19	Amazon	Retail	29.478	23.620	25%
16	18	Oracle	Technology	25.980	24.088	8%
17	15	HP	Technology	23.758	25.843	-8%
18	16	Gillette	FMCG	22.845	25.105	-9%
19	17	Louis Vuitton	Luxury	22.552	24.893	-9%
20	20	Honda	Automotive	21.673	18.490	17%
21	21	H&M	Apparel	21.083	18.168	16%
22	24	Nike	Sporting Goods	19.875	17.085	16%
23	23	American Express	Financial Services	19.510	17.646	11%
24	22	Pepsi	Beverages	19.119	17.892	7%
25	25	SAP	Technology	17.340	16.676	4%
26	26	IKEA	Retail	15.885	13.818	15%
27	27	UPS	Transportation	14.470	13.763	5%
28	28	eBay	Retail	14.358	13.162	9%
29	52	Facebook	Technology	14.349	7.732	86%
30	29	Pampers	FMCG	14.078	13.035	8%
31	34	Volkswagen	Automotive	13.716	11.120	23%
32	30	Kellogg’s	FMCG	13.442	12.987	4%
33	32	HSBC	Financial Services	13.142	12.183	8%
34	31	Budweiser	Alcohol	13.024	12.614	3%
35	33	J.P. Morgan	Financial Services	12.456	11.456	9%
36	36	Zara	Apparel	12.126	10.821	12%
37	35	Canon	Electronics	11.702	10.989	6%
38	37	Nescafé	Beverages	11.406	10.651	7%
39	42	Ford	Automotive	10.876	9.181	18%
40	43	Hyundai	Automotive	10.409	9.004	16%
41	38	Gucci	Luxury	10.385	10.151	2%
42	40	Philips	Electronics	10.264	9.813	5%
43	39	L’Oréal	FMCG	10.162	9.874	3%
44	41	Accenture	Business Services	9.882	9.471	4%
45	51	Audi	Automotive	9.831	7.767	27%
46	54	Hermès	Luxury	8.977	7.616	18%
47	44	Goldman Sachs	Financial Services	8.758	8.536	3%
48	48	Citi	Financial Services	8.737	7.973	10%
49	45	Siemens	Diversified	8.672	8.503	2%
50	50	Colgate	FMCG	8.215	7.833	5%

Rank 2014	Rank 2013	Brand	Sector	Brand value ($m) 2014	2013	value change
51	49	Danone	FMCG	8.205	7.968	3%
52	46	Sony	Electronics	8.133	8.408	-3%
53	59	AXA	Financial Services	8.120	7.096	14%
54	56	Nestlé	FMCG	8.000	7.527	6%
55	63	Allianz	Financial Services	7.702	6.710	15%
56	65	Nissan	Automotive	7.623	6.203	23%
57	47	Thomson Reuters	Media	7.472	8.103	-8%
58	60	Cartier	Luxury	7.449	6.897	8%
59	55	adidas	Sporting Goods	7.378	7.535	-2%
60	64	Porsche	Automotive	7.171	6.471	11%
61	58	Caterpillar	Diversified	6.812	7.125	-4%
62	62	Xerox	Business Services	6.641	6.779	-2%
63	71	Morgan Stanley	Financial Services	6.334	5.724	11%
64	68	Panasonic	Electronics	6.303	5.821	8%
65	73	Shell	Energy	6.288	5.535	14%
66	76	3M	Diversified	6.177	5.413	14%
67	70	Discovery	Media	6.143	5.756	7%
68	66	KFC	Restaurants	6.059	6.192	-2%
69	74	Visa	Financial Services	5.998	5.465	10%
70	72	Prada	Luxury	5.977	5.570	7%
71	75	Tiffany & Co.	Luxury	5.936	5.440	9%
72	69	Sprite	Beverages	5.646	5.811	-3%
73	77	Burberry	Luxury	5.594	5.189	8%
74	83	Kia	Automotive	5.396	4.708	15%
75	84	Santander	Financial Services	5.382	4.660	16%
76	91	Starbucks	Restaurants	5.382	4.399	22%
77	79	Adobe	Technology	5.333	4.899	9%
78	81	Johnson & Johnson	FMCG	5.194	4.777	9%
79	80	John Deere	Diversified	5.124	4.865	5%
80	78	MTV	Media	5.102	4.980	2%
81	–	DHL	Transportation	5.084	3.767	New
82	89	Chevrolet	Automotive	5.036	4.578	10%
83	88	Ralph Lauren	Apparel	4.979	4.584	9%
84	85	Duracell	FMCG	4.935	4.645	6%
85	86	Jack Daniel’s	Alcohol	4.884	4.642	5%
86	82	Johnnie Walker	Alcohol	4.842	4.745	2%
87	96	Harley-Davidson	Automotive	4.772	4.230	13%
88	97	MasterCard	Financial Services	4.758	4.206	13%
89	90	Kleenex	FMCG	4.643	4.428	5%
90	95	Smirnoff	Alcohol	4.609	4.262	8%
91	–	Land Rover	Automotive	4.473	–	New
92	–	FedEx	Transportation	4.414	3.298	New
93	93	Corona	Alcohol	4.387	4.276	3%
94	–	Huawei	Technology	4.313	–	New
95	92	Heineken	Alcohol	4.221	4.331	-3%
96	94	Pizza Hut	Restaurants	4.196	4.269	-2%
97	–	Hugo Boss	Apparel	4.143	3.794	New
98	57	Nokia	Technology	4.138	7.444	####
99	100	Gap	Apparel	4.122	3.920	5%
100	67	Nintendo	Electronics	4.103	6.086	-33%

2014 Top Risers
Rank 2014	Rank 2013	Brand	Sector	Brand value ($m) 2014	2013	value change
29	52	Facebook	Technology	14.349	7.732	86%
45	51	Audi	Automotive	9.831	7.767	27%
15	19	Amazon	Retail	29.478	23.620	25%
56	65	Nissan	Automotive	7.623	6.203	23%
31	34	Volkswagen	Automotive	13.716	11.120	23%
76	91	Starbucks	Restaurants	5.382	4.399	22%



2014 Biggest Decliners
Rank 2014	Rank 2013	Brand	Sector	Brand value ($m) 2014	2013	value change
98	57	Nokia	Technology	4.138	7.444	-44%
100	67	Nintendo	Electronics	4.103	6.086	-33%
18	16	Gillette	FMCG	22.845	25.105	-9%
19	17	Louis Vuitton	Luxury	22.552	24.893	-9%
12	9	Intel	Technology	34.153	37.257	-8%



2014 New Entrants
Rank 2014	Rank 2013	Brand	Sector	Brand value ($m) 2014	2013	value change
81	–	DHL	Transportation	5.084	–	New
91	–	Land Rover	Automotive	4.473	–	New
92	–	FedEx	Transportation	4.414	–	New
94	–	Huawei	Technology	4.313	–	New
97	–	Hugo Boss	Apparel	4.143	–	New
Quelle: Interbrand 2014

2014 Swiss Brands
Rank 2014	Rank 2013	Brand	Sector	Brand value ($m) 2014	2013	value change
38	37	Nescafé	Beverages	11.406	10.651	7%
54	56	Nestlé	FMCG	8.000	7.527	6%


2014 German Brands
Rank 2014	Rank 2013	Brand	Sector	Brand value ($m) 2014	2013	value change
10	11	Mercedes-Benz	Automotive	34.338	31.904	8%
11	12	BMW	Automotive	34.214	31.839	7%
25	25	SAP	Technology	17.340	16.676	4%
31	34	Volkswagen	Automotive	13.716	11.120	23%
45	51	Audi	Automotive	9.831	7.767	27%
49	45	Siemens	Diversified	8.672	8.503	2%
55	63	Allianz	Financial Services	7.702	6.710	15%
59	55	adidas	Sporting Goods	7.378	7.535	-2%
60	64	Porsche	Automotive	7.171	6.471	11%
97	–	Hugo Boss	Apparel	4.143	–	New



Exits from 2013 Ranking
	87	Avon	FMCG
	99	Moët & Chandon	Alcohol
	98	Ferrari	Automotive
	61	Dell	Technology
	53	Heinz	FMCG	Quelle: Interbrand 2014

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Markenranking Interbrand: Deutsche Autobauer vorn

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