VW hat vier Plätze eingebüßt und steht auf Platz 35 – hinter Honda auf Platz 19
Die Markenberatung Interbrand hat die neue Top100 weltweit vorgelegt: Auffällig: Dominierend sind deutsche und US-Marken.
Im einzelnen: Porsche und die Allianz sind dabei mit zwölf beziehungsweise zehn Prozent Markenwertsteigerung die Gewinner unter den deutschen Marken. BMW hat zum ersten Mal Mercedes-Benz überholt, Daimler wurde durch Amazon verdrängt auf Platz zwölf – die zum ersten Mal unter den Top-Ten gelandet sind.
Volkswagen ist trotz des Abgasskandals nur vier Plätze von 31 auf 35 abgestiegen.
Apple ist immer noch auf Platz eins die teuerste Marke und hat seinen Markenwert sogar um 43 Prozent auf 170,27 Milliarden US-Dollar gesteigert im Vorjahresvergleich. Der Grund sind wohl das Iphone 6 und die Apple-Watch.
Die Social-Media-Marke Facebook hat den höchsten Zuwachs im Best Global Brands Ranking 2015 mit einer Markenwertsteigerung von 54 Prozent auf 22 Milliarden US-Dollar und stieg auf Platz 23 von 29 auf.
Die Luxusmarke Hermés verbesserte sich um fünf Pätze auf Rang 41, die Automarke Nissan sprang von Platz 56 erstmals unter die Top-50-Marke auf Platz 49.
Fünf Marken sind neu unter den Top 100: Lego (82), Paypal (97), Mini (98), Moet & Chandon (99) sowie Lenovo (100).
Legoland Florida (Foto) CNN International)
Vorjahresvergleich: https://blog.wiwo.de/management/2014/10/14/markenranking-interbrand-deutsche-autobauer-vorn/
| Best Global Brands Ranking 2015 | ||||||
| Quelle: Interbrand 2015 | ||||||
| Rank | Brand | Sector | Brand Value USD (BV) | |||
| 2015 | 2014 | 2015 | 2014 | % change | ||
| 1 | 1 | Apple | Technology | 170.276 | ###### | 43% |
| 2 | 2 | Technology | 120.314 | ###### | 12% | |
| 3 | 3 | Coca-Cola | Beverages | 78.423 | 81.563 | -4% |
| 4 | 5 | Microsoft | Technology | 67.670 | 61.154 | 11% |
| 5 | 4 | IBM | Business Services | 65.095 | 72.244 | -10% |
| 6 | 8 | Toyota | Automotive | 49.048 | 42.392 | 16% |
| 7 | 7 | Samsung | Technology | 45.297 | 45.462 | 0% |
| 8 | 6 | GE | Diversified | 42.267 | 45.480 | -7% |
| 9 | 9 | McDonald’s | Restaurants | 39.809 | 42.254 | -6% |
| 10 | 15 | Amazon | Retail | 37.948 | 29.478 | 29% |
| 11 | 11 | BMW | Automotive | 37.212 | 34.214 | 9% |
| 12 | 10 | Mercedes-Benz | Automotive | 36.711 | 34.338 | 7% |
| 13 | 13 | Disney | Media | 36.514 | 32.223 | 13% |
| 14 | 12 | Intel | Technology | 35.415 | 34.153 | 4% |
| 15 | 14 | Cisco | Technology | 29.854 | 30.936 | -3% |
| 16 | 16 | Oracle | Technology | 27.283 | 25.980 | 5% |
| 17 | 22 | Nike | Sporting Goods | 23.070 | 19.875 | 16% |
| 18 | 17 | HP | Technology | 23.056 | 23.758 | -3% |
| 19 | 20 | Honda | Automotive | 22.975 | 21.673 | 6% |
| 20 | 19 | Louis Vuitton | Luxury | 22.250 | 22.552 | -1% |
| 21 | 21 | H&M | Apparel | 22.222 | 21.083 | 5% |
| 22 | 18 | Gillette | FMCG | 22.218 | 22.845 | -3% |
| 23 | 29 | Technology | 22.029 | 14.349 | 54% | |
| 24 | 24 | Pepsi | Beverages | 19.622 | 19.119 | 3% |
| 25 | 23 | American Express | Financial Services | 18.922 | 19.510 | -3% |
| 26 | 25 | SAP | Technology | 18.768 | 17.340 | 8% |
| 27 | 26 | IKEA | Retail | 16.541 | 15.885 | 4% |
| 28 | 30 | Pampers | FMCG | 15.267 | 14.078 | 8% |
| 29 | 27 | UPS | Transportation | 14.723 | 14.470 | 2% |
| 30 | 36 | Zara | Apparel | 14.031 | 12.126 | 16% |
| 31 | 34 | Budweiser | Alcohol | 13.943 | 13.024 | 7% |
| 32 | 28 | eBay | Retail | 13.940 | 14.358 | -3% |
| 33 | 35 | J.P. Morgan | Financial Services | 13.749 | 12.456 | 10% |
| 34 | 32 | Kellogg’s | FMCG | 12.637 | 13.442 | -6% |
| 35 | 31 | Volkswagen | Automotive | 12.545 | 13.716 | -9% |
| 36 | 38 | Nescafe | Beverages | 12.257 | 11.406 | 7% |
| 37 | 33 | HSBC | Financial Services | 11.656 | 13.142 | -11% |
| 38 | 39 | Ford | Automotive | 11.578 | 10.876 | 6% |
| 39 | 40 | Hyundai | Automotive | 11.293 | 10.409 | 8% |
| 40 | 37 | Canon | Electronics | 11.278 | 11.702 | -4% |
| 41 | 46 | Hermès | Luxury | 10.944 | 8.977 | 22% |
| 42 | 44 | Accenture | Business Services | 10.800 | 9.882 | 9% |
| 43 | 43 | L’Oréal | FMCG | 10.798 | 10.163 | 6% |
| 44 | 45 | Audi | Automotive | 10.328 | 9.831 | 5% |
| 45 | 48 | Citi | Financial Services | 9.784 | 8.737 | 12% |
| 46 | 47 | Goldman Sachs | Financial Services | 9.526 | 8.758 | 9% |
| 47 | 42 | Philips | Electronics | 9.400 | 10.264 | -8% |
| 48 | 53 | AXA | Financial Services | 9.254 | 8.120 | 14% |
| 49 | 56 | Nissan | Automotive | 9.082 | 7.623 | 19% |
| 50 | 41 | Gucci | Luxury | 8.882 | 10.385 | -14% |
| 51 | 51 | Danone | FMCG | 8.632 | 8.205 | 5% |
| 52 | 54 | Nestlé | FMCG | 8.588 | 8.000 | 7% |
| 53 | 49 | Siemens | Diversified | 8.553 | 8.672 | -1% |
| 54 | 55 | Allianz | Financial Services | 8.498 | 7.702 | 10% |
| 55 | 50 | Colgate | FMCG | 8.464 | 8.215 | 3% |
| 56 | 60 | Porsche | Automotive | 8.055 | 7.171 | 12% |
| 57 | 58 | Cartier | Luxury | 7.924 | 7.449 | 6% |
| 58 | 52 | Sony | Electronics | 7.702 | 8.133 | -5% |
| 59 | 66 | 3M | Diversified | 7.243 | 6.177 | 17% |
| 60 | 63 | Morgan Stanley | Financial Services | 7.083 | 6.334 | 12% |
| 61 | 69 | Visa | Financial Services | 6.870 | 5.998 | 15% |
| 62 | 59 | adidas | Sporting Goods | 6.811 | 7.378 | -8% |
| 63 | 57 | Thomson Reuters | Media | 6.583 | 7.472 | -12% |
| 64 | 67 | Discovery | Media | 6.509 | 6.143 | 6% |
| 65 | 64 | Panasonic | Electronics | 6.436 | 6.303 | 2% |
| 66 | 71 | Tiffany & Co. | Luxury | 6.306 | 5.936 | 6% |
| 67 | 76 | Starbucks | Restaurants | 6.266 | 5.382 | 16% |
| 68 | 77 | Adobe | Technology | 6.257 | 5.333 | 17% |
| 69 | 70 | Prada | Luxury | 6.222 | 5.977 | 4% |
| 70 | 75 | Santander | Financial Services | 6.097 | 5.382 | 13% |
| 71 | 62 | Xerox | Business Services | 6.033 | 6.641 | -9% |
| 72 | 61 | Caterpillar | Diversified | 5.976 | 6.812 | -12% |
| 73 | 73 | Burberry | Luxury | 5.873 | 5.594 | 5% |
| 74 | 74 | Kia | Automotive | 5.666 | 5.396 | 5% |
| 75 | 68 | KFC | Restaurants | 5.639 | 6.059 | -7% |
| 76 | 88 | MasterCard | Financial Services | 5.551 | 4.758 | 17% |
| 77 | 78 | Johnson & Johnson | FMCG | 5.533 | 5.194 | 7% |
| 78 | 65 | Shell | Energy | 5.530 | 6.288 | -12% |
| 79 | 87 | Harley-Davidson | Automotive | 5.460 | 4.772 | 14% |
| 80 | 81 | DHL | Transportation | 5.391 | 5.084 | 6% |
| 81 | 72 | Sprite | Beverages | 5.365 | 5.646 | -5% |
| 82 | – | Lego | FMCG | 5.362 | – | New |
| 83 | 79 | John Deere | Diversified | 5.208 | 5.124 | 2% |
| 84 | 85 | Jack Daniel’s | Alcohol | 5.161 | 4.884 | 6% |
| 85 | 82 | Chevrolet | Automotive | 5.133 | 5.036 | 2% |
| 86 | 92 | FedEx | Transportation | 5.130 | 4.414 | 16% |
| 87 | 91 | Land Rover | Automotive | 5.109 | 4.473 | 14% |
| 88 | 94 | Huawei | Technology | 4.952 | 4.313 | 15% |
| 89 | 95 | Heineken | Alcohol | 4.822 | 4.221 | 14% |
| 90 | 80 | MTV | Media | 4.763 | 5.102 | -7% |
| 91 | 83 | Ralph Lauren | Apparel | 4.629 | 4.979 | -7% |
| 92 | 86 | Johnnie Walker | Alcohol | 4.540 | 4.842 | -6% |
| 93 | 93 | Corona | Alcohol | 4.456 | 4.387 | 2% |
| 94 | 90 | Smirnoff | Alcohol | 4.407 | 4.609 | -4% |
| 95 | 89 | Kleenex | FMCG | 4.330 | 4.643 | -7% |
| 96 | 97 | Hugo Boss | Apparel | 4.270 | 4.143 | 3% |
| 97 | – | PayPal | Financial Services | 4.251 | – | New |
| 98 | – | Mini | Automotive | 4.243 | – | New |
| 99 | – | Moët & Chandon | Alcohol | 4.131 | – | New |
| 100 | – | Lenovo | Technology | 4.114 | – | New |