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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