{"id":662834,"date":"2016-10-11T02:13:02","date_gmt":"2016-10-11T00:13:02","guid":{"rendered":"https:\/\/blog.wiwo.de\/management\/?p=662834"},"modified":"2016-10-12T11:37:18","modified_gmt":"2016-10-12T09:37:18","slug":"markenranking-interbrand-apple-google-und-coca-cola-sind-die-teuersten-marken-daimler-ist-als-einziger-deutscher-in-den-top-ten","status":"publish","type":"post","link":"https:\/\/blog.wiwo.de\/management\/2016\/10\/11\/markenranking-interbrand-apple-google-und-coca-cola-sind-die-teuersten-marken-daimler-ist-als-einziger-deutscher-in-den-top-ten\/","title":{"rendered":"Markenranking Interbrand: Apple, Google und Coca-Cola sind die teuersten Marken – Daimler ist als einziger Deutscher in den Top-Ten"},"content":{"rendered":"

Die Top-100 der teuersten Marken weltweit: Das komplette Ranking komplett – Exklusiv im Management-Blog<\/strong><\/p>\n

Apple, Google und Coca-Cola sind die teuersten Marken weltweit, so wie im Vorjahr auch, rechnet die Markenberatung Interbrand vor. Apple hat nicht mehr so stark zugelegt wie in den vergangenen Jahren, erreicht aber einen Markenwert von 178,12 Milliarden Dollar.<\/p>\n

Gravierende Ver\u00e4nderungen zum Vorjahr: McDonalds ist nicht mehr unter den Top-Ten der teuersten Marken weltweit, sondern rutschte von Platz neun auf zw\u00f6lf. Als einzige deutsche Marke schaffte hingegen Daimler den Sprung auf Platz neun – von der zw\u00f6lf im Vorjahr. Der Markenwert der Stuttgarten betr\u00e4gt 43,49 Milliarden Dollar. BMW hielt seinen elften Platz im Vorjahresvergleich und kommt auf 41,55 Milliarden Dollar Markenwert. Die Top-Ten-Marken waren ansonsten total stabil und ver\u00e4nderten sich nicht.<\/p>\n

 <\/p>\n

\"Daimler

Daimler beim Karneval in Rio (Foto Daimler Presse)<\/p><\/div>\n

Die Ergebnisse weiterer deutscher Marken: SAP kletterte von Rang 26 auf 22 und Porsche stieg auf Platz 50 von 56. Volkswagen verlor dagegen f\u00fcnf Pl\u00e4tze und rutschte jetzt herunter auf Platz 40 von der 35. Audi jedoch stieg von 44 auf Platz 38. Die Allianz steht auf Platz 51 und Siemens auf 52.<\/p>\n

Interbrands Fazit: Insgesamt legten – bis auf Honda und VW – alle Auto-Marken bei ihrem Markenwert zu. „F\u00fcr jede Marke bedeutet Wachstum etwas anderes, jede Marke und die damit verbundene Geschichte sind einzigartig“, res\u00fcmiert Nina Oswald, Managing Director von Interbrand Deutschland. Das bedeutet wohl, dass es bei Markenaufbau und – pflege keine Patentrezepte gibt.<\/p>\n

\"Nina

Nina Oswald, Interbrand (Foto: Interbrand)<\/p><\/div>\n

Tesla ist ein Neuling unter den Top-100 und schaffte den letzten Platz. Das gr\u00f6\u00dfte Wachstum hatte Facebook von 23 auf Platz 15, den zweitgr\u00f6\u00dften Sprung machte Amazon von zehn auf acht mit einem Plus von 33 Prozent.<\/p>\n

Wie die Analyse gemacht wird: Sie erfolgt aufgrund von drei prinzipiellen Aspekten, laut Interbrand: „Der finanziellen Performance der gebrandeten Produkte oder Dienstleistungen, der Rolle, die die Marke im Kaufentscheidungsprozess spielt und der St\u00e4rke der Marke, die ein Preis-Premium erm\u00f6glicht und die zuk\u00fcnftig zu erwartenden Ertr\u00e4ge f\u00fcr das Unternehmen sichert.“<\/p>\n

eport untersucht wie Marken dabei helfen, zum gesamten Unternehmenswachstum beizutragen \u2013 von der Erf\u00fcllung der Konsumentenerwartungen, bis hin zu ihrem Beitrag zum Wachstum des \u00f6konomischen Wertes.<\/p>\n

 <\/p>\n

Diese Methodik ist die erste erfolgreich nach ISO 10668:2010 zertifizierte Methodik. Eine internationale Norm, welche die Grundanforderungen an die Verfahren und Methoden zur Bestimmung des monet\u00e4ren Wertes einer Marke festlegt.\u00a0www.bestglobalbrands.com<\/u><\/a><\/p>\n

\u00a0<\/strong><\/p>\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n
<\/td>\n<\/td>\n<\/td>\n<\/td>\n<\/td>\n<\/td>\n<\/td>\n<\/tr>\n
Interbrand’s Best Global Brands 2016<\/strong><\/td>\n<\/td>\n<\/td>\n<\/td>\n<\/tr>\n
<\/td>\n<\/td>\n<\/td>\n<\/td>\n<\/td>\n<\/td>\n<\/td>\n<\/tr>\n
Rank<\/strong><\/td>\nBrand<\/strong><\/td>\nSector<\/strong><\/td>\nBrand Value USD (BV)<\/strong><\/td>\n<\/tr>\n
2016<\/strong><\/td>\n2015<\/strong><\/td>\n2016<\/strong><\/td>\n2015<\/strong><\/td>\n% change<\/strong><\/td>\n<\/tr>\n
1<\/td>\n1<\/td>\nApple<\/td>\nTechnology<\/td>\n\u00a0 178.119<\/td>\n\u00a0 170.276<\/td>\n5%<\/td>\n<\/tr>\n
2<\/td>\n2<\/td>\nGoogle<\/td>\nTechnology<\/td>\n\u00a0 133.252<\/td>\n\u00a0 120.314<\/td>\n11%<\/td>\n<\/tr>\n
3<\/td>\n3<\/td>\nCoca-Cola<\/td>\nBeverages<\/td>\n\u00a0\u00a0\u00a0 73.102<\/td>\n\u00a0\u00a0\u00a0 78.423<\/td>\n-7%<\/td>\n<\/tr>\n
4<\/td>\n4<\/td>\nMicrosoft<\/td>\nTechnology<\/td>\n\u00a0\u00a0\u00a0 72.795<\/td>\n\u00a0\u00a0\u00a0 67.670<\/td>\n8%<\/td>\n<\/tr>\n
5<\/td>\n6<\/td>\nToyota<\/td>\nAutomotive<\/td>\n\u00a0\u00a0\u00a0 53.580<\/td>\n\u00a0\u00a0\u00a0 49.048<\/td>\n9%<\/td>\n<\/tr>\n
6<\/td>\n5<\/td>\nIBM<\/td>\nBusiness Services<\/td>\n\u00a0\u00a0\u00a0 52.500<\/td>\n\u00a0\u00a0\u00a0 65.095<\/td>\n-19%<\/td>\n<\/tr>\n
7<\/td>\n7<\/td>\nSamsung<\/td>\nTechnology<\/td>\n\u00a0\u00a0\u00a0 51.808<\/td>\n\u00a0\u00a0\u00a0 45.297<\/td>\n14%<\/td>\n<\/tr>\n
8<\/td>\n10<\/td>\nAmazon<\/td>\nRetail<\/td>\n\u00a0\u00a0\u00a0 50.338<\/td>\n\u00a0\u00a0\u00a0 37.948<\/td>\n33%<\/td>\n<\/tr>\n
9<\/td>\n12<\/td>\nMercedes-Benz<\/td>\nAutomotive<\/td>\n\u00a0\u00a0\u00a0 43.490<\/td>\n\u00a0\u00a0\u00a0 36.711<\/td>\n18%<\/td>\n<\/tr>\n
10<\/td>\n8<\/td>\nGE<\/td>\nDiversified<\/td>\n\u00a0\u00a0\u00a0 43.130<\/td>\n\u00a0\u00a0\u00a0 42.267<\/td>\n2%<\/td>\n<\/tr>\n
11<\/td>\n11<\/td>\nBMW<\/td>\nAutomotive<\/td>\n\u00a0\u00a0\u00a0 41.535<\/td>\n\u00a0\u00a0\u00a0 37.212<\/td>\n12%<\/td>\n<\/tr>\n
12<\/td>\n9<\/td>\nMcDonald’s<\/td>\nRestaurants<\/td>\n\u00a0\u00a0\u00a0 39.381<\/td>\n\u00a0\u00a0\u00a0 39.809<\/td>\n-1%<\/td>\n<\/tr>\n
13<\/td>\n13<\/td>\nDisney<\/td>\nMedia<\/td>\n\u00a0\u00a0\u00a0 38.790<\/td>\n\u00a0\u00a0\u00a0 36.514<\/td>\n6%<\/td>\n<\/tr>\n
14<\/td>\n14<\/td>\nIntel<\/td>\nTechnology<\/td>\n\u00a0\u00a0\u00a0 36.952<\/td>\n\u00a0\u00a0\u00a0 35.415<\/td>\n4%<\/td>\n<\/tr>\n
15<\/td>\n23<\/td>\nFacebook<\/td>\nTechnology<\/td>\n\u00a0\u00a0\u00a0 32.593<\/td>\n\u00a0\u00a0\u00a0 22.029<\/td>\n48%<\/td>\n<\/tr>\n
16<\/td>\n15<\/td>\nCisco<\/td>\nTechnology<\/td>\n\u00a0\u00a0\u00a0 30.948<\/td>\n\u00a0\u00a0\u00a0 29.854<\/td>\n4%<\/td>\n<\/tr>\n
17<\/td>\n16<\/td>\nOracle<\/td>\nTechnology<\/td>\n\u00a0\u00a0\u00a0 26.552<\/td>\n\u00a0\u00a0\u00a0 27.283<\/td>\n-3%<\/td>\n<\/tr>\n
18<\/td>\n17<\/td>\nNike<\/td>\nSporting Goods<\/td>\n\u00a0\u00a0\u00a0 25.034<\/td>\n\u00a0\u00a0\u00a0 23.070<\/td>\n9%<\/td>\n<\/tr>\n
19<\/td>\n20<\/td>\nLouis Vuitton<\/td>\nLuxury<\/td>\n\u00a0\u00a0\u00a0 23.998<\/td>\n\u00a0\u00a0\u00a0 22.250<\/td>\n8%<\/td>\n<\/tr>\n
20<\/td>\n21<\/td>\nH&M<\/td>\nApparel<\/td>\n\u00a0\u00a0\u00a0 22.681<\/td>\n\u00a0\u00a0\u00a0 22.222<\/td>\n2%<\/td>\n<\/tr>\n
21<\/td>\n19<\/td>\nHonda<\/td>\nAutomotive<\/td>\n\u00a0\u00a0\u00a0 22.106<\/td>\n\u00a0\u00a0\u00a0 22.975<\/td>\n-4%<\/td>\n<\/tr>\n
22<\/td>\n26<\/td>\nSAP<\/td>\nTechnology<\/td>\n\u00a0\u00a0\u00a0 21.293<\/td>\n\u00a0\u00a0\u00a0 18.768<\/td>\n13%<\/td>\n<\/tr>\n
23<\/td>\n24<\/td>\nPepsi<\/td>\nBeverages<\/td>\n\u00a0\u00a0\u00a0 20.265<\/td>\n\u00a0\u00a0\u00a0 19.622<\/td>\n3%<\/td>\n<\/tr>\n
24<\/td>\n22<\/td>\nGillette<\/td>\nFMCG<\/td>\n\u00a0\u00a0\u00a0 19.950<\/td>\n\u00a0\u00a0\u00a0 22.218<\/td>\n-10%<\/td>\n<\/tr>\n
25<\/td>\n25<\/td>\nAmerican Express<\/td>\nFinancial Services<\/td>\n\u00a0\u00a0\u00a0 18.358<\/td>\n\u00a0\u00a0\u00a0 18.922<\/td>\n-3%<\/td>\n<\/tr>\n
26<\/td>\n27<\/td>\nIKEA<\/td>\nRetail<\/td>\n\u00a0\u00a0\u00a0 17.834<\/td>\n\u00a0\u00a0\u00a0 16.541<\/td>\n8%<\/td>\n<\/tr>\n
27<\/td>\n30<\/td>\nZara<\/td>\nApparel<\/td>\n\u00a0\u00a0\u00a0 16.766<\/td>\n\u00a0\u00a0\u00a0 14.031<\/td>\n19%<\/td>\n<\/tr>\n
28<\/td>\n28<\/td>\nPampers<\/td>\nFMCG<\/td>\n\u00a0\u00a0\u00a0 16.134<\/td>\n\u00a0\u00a0\u00a0 15.267<\/td>\n6%<\/td>\n<\/tr>\n
29<\/td>\n29<\/td>\nUPS<\/td>\nLogistics<\/td>\n\u00a0\u00a0\u00a0 15.333<\/td>\n\u00a0\u00a0\u00a0 14.723<\/td>\n4%<\/td>\n<\/tr>\n
30<\/td>\n31<\/td>\nBudweiser<\/td>\nAlcohol<\/td>\n\u00a0\u00a0\u00a0 15.099<\/td>\n\u00a0\u00a0\u00a0 13.943<\/td>\n8%<\/td>\n<\/tr>\n
31<\/td>\n33<\/td>\nJ.P. Morgan<\/td>\nFinancial Services<\/td>\n\u00a0\u00a0\u00a0 14.227<\/td>\n\u00a0\u00a0\u00a0 13.749<\/td>\n3%<\/td>\n<\/tr>\n
32<\/td>\n32<\/td>\neBay<\/td>\nRetail<\/td>\n\u00a0\u00a0\u00a0 13.136<\/td>\n\u00a0\u00a0\u00a0 13.940<\/td>\n-6%<\/td>\n<\/tr>\n
33<\/td>\n38<\/td>\nFord<\/td>\nAutomotive<\/td>\n\u00a0\u00a0\u00a0 12.962<\/td>\n\u00a0\u00a0\u00a0 11.578<\/td>\n12%<\/td>\n<\/tr>\n
34<\/td>\n41<\/td>\nHerm\u00e8s<\/td>\nLuxury<\/td>\n\u00a0\u00a0\u00a0 12.833<\/td>\n\u00a0\u00a0\u00a0 10.944<\/td>\n17%<\/td>\n<\/tr>\n
35<\/td>\n39<\/td>\nHyundai<\/td>\nAutomotive<\/td>\n\u00a0\u00a0\u00a0 12.547<\/td>\n\u00a0\u00a0\u00a0 11.293<\/td>\n11%<\/td>\n<\/tr>\n
36<\/td>\n36<\/td>\nNescafe<\/td>\nBeverages<\/td>\n\u00a0\u00a0\u00a0 12.517<\/td>\n\u00a0\u00a0\u00a0 12.257<\/td>\n2%<\/td>\n<\/tr>\n
37<\/td>\n42<\/td>\nAccenture<\/td>\nBusiness Services<\/td>\n\u00a0\u00a0\u00a0 12.033<\/td>\n\u00a0\u00a0\u00a0 10.800<\/td>\n11%<\/td>\n<\/tr>\n
38<\/td>\n44<\/td>\nAudi<\/td>\nAutomotive<\/td>\n\u00a0\u00a0\u00a0 11.799<\/td>\n\u00a0\u00a0\u00a0 10.328<\/td>\n14%<\/td>\n<\/tr>\n
39<\/td>\n34<\/td>\nKellogg’s<\/td>\nFMCG<\/td>\n\u00a0\u00a0\u00a0 11.711<\/td>\n\u00a0\u00a0\u00a0 12.637<\/td>\n-7%<\/td>\n<\/tr>\n
40<\/td>\n35<\/td>\nVolkswagen<\/td>\nAutomotive<\/td>\n\u00a0\u00a0\u00a0 11.436<\/td>\n\u00a0\u00a0\u00a0 12.545<\/td>\n-9%<\/td>\n<\/tr>\n
41<\/td>\n47<\/td>\nPhilips<\/td>\nElectronics<\/td>\n\u00a0\u00a0\u00a0 11.336<\/td>\n\u00a0\u00a0\u00a0 10.933<\/td>\n4%<\/td>\n<\/tr>\n
42<\/td>\n40<\/td>\nCanon<\/td>\nElectronics<\/td>\n\u00a0\u00a0\u00a0 11.081<\/td>\n\u00a0\u00a0\u00a0 11.278<\/td>\n-2%<\/td>\n<\/tr>\n
43<\/td>\n49<\/td>\nNissan<\/td>\nAutomotive<\/td>\n\u00a0\u00a0\u00a0 11.066<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 9.082<\/td>\n22%<\/td>\n<\/tr>\n
44<\/td>\n<\/td>\nHewlett Packard Enterprise<\/td>\nTechnology<\/td>\n\u00a0\u00a0\u00a0 11.027<\/td>\n<\/td>\nNEW<\/td>\n<\/tr>\n
45<\/td>\n43<\/td>\nL’Or\u00e9al<\/td>\nFMCG<\/td>\n\u00a0\u00a0\u00a0 10.930<\/td>\n\u00a0\u00a0\u00a0 10.798<\/td>\n1%<\/td>\n<\/tr>\n
46<\/td>\n48<\/td>\nAXA<\/td>\nFinancial Services<\/td>\n\u00a0\u00a0\u00a0 10.579<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 9.254<\/td>\n14%<\/td>\n<\/tr>\n
47<\/td>\n37<\/td>\nHSBC<\/td>\nFinancial Services<\/td>\n\u00a0\u00a0\u00a0 10.458<\/td>\n\u00a0\u00a0\u00a0 11.656<\/td>\n-10%<\/td>\n<\/tr>\n
48<\/td>\n<\/td>\nHP<\/td>\nTechnology<\/td>\n\u00a0\u00a0\u00a0 10.386<\/td>\n<\/td>\nNEW<\/td>\n<\/tr>\n
49<\/td>\n45<\/td>\nCiti<\/td>\nFinancial Services<\/td>\n\u00a0\u00a0\u00a0 10.276<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 9.784<\/td>\n5%<\/td>\n<\/tr>\n
50<\/td>\n56<\/td>\nPorsche<\/td>\nAutomotive<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 9.537<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 8.055<\/td>\n18%<\/td>\n<\/tr>\n
51<\/td>\n54<\/td>\nAllianz<\/td>\nFinancial Services<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 9.528<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 8.498<\/td>\n12%<\/td>\n<\/tr>\n
52<\/td>\n53<\/td>\nSiemens<\/td>\nDiversified<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 9.415<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 8.553<\/td>\n10%<\/td>\n<\/tr>\n
53<\/td>\n50<\/td>\nGucci<\/td>\nLuxury<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 9.385<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 8.882<\/td>\n6%<\/td>\n<\/tr>\n
54<\/td>\n46<\/td>\nGoldman Sachs<\/td>\nFinancial Services<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 9.378<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 9.526<\/td>\n-2%<\/td>\n<\/tr>\n
55<\/td>\n51<\/td>\nDanone<\/td>\nFMCG<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 9.197<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 8.632<\/td>\n7%<\/td>\n<\/tr>\n
56<\/td>\n52<\/td>\nNestl\u00e9<\/td>\nFMCG<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 8.708<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 8.588<\/td>\n1%<\/td>\n<\/tr>\n
57<\/td>\n55<\/td>\nColgate<\/td>\nFMCG<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 8.413<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 8.464<\/td>\n-1%<\/td>\n<\/tr>\n
58<\/td>\n58<\/td>\nSony<\/td>\nElectronics<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 8.315<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 7.702<\/td>\n8%<\/td>\n<\/tr>\n
59<\/td>\n59<\/td>\n3M<\/td>\nDiversified<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 8.199<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 7.243<\/td>\n13%<\/td>\n<\/tr>\n
60<\/td>\n62<\/td>\nadidas<\/td>\nSporting Goods<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 7.885<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 6.811<\/td>\n16%<\/td>\n<\/tr>\n
61<\/td>\n61<\/td>\nVisa<\/td>\nFinancial Services<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 7.747<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 6.870<\/td>\n13%<\/td>\n<\/tr>\n
62<\/td>\n57<\/td>\nCartier<\/td>\nLuxury<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 7.738<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 7.924<\/td>\n-2%<\/td>\n<\/tr>\n
63<\/td>\n68<\/td>\nAdobe<\/td>\nTechnology<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 7.586<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 6.257<\/td>\n21%<\/td>\n<\/tr>\n
64<\/td>\n67<\/td>\nStarbucks<\/td>\nRestaurants<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 7.490<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 6.266<\/td>\n20%<\/td>\n<\/tr>\n
65<\/td>\n60<\/td>\nMorgan Stanley<\/td>\nFinancial Services<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 7.200<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 7.083<\/td>\n2%<\/td>\n<\/tr>\n
66<\/td>\n63<\/td>\nThomson Reuters<\/td>\nMedia<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 6.830<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 6.583<\/td>\n4%<\/td>\n<\/tr>\n
67<\/td>\n82<\/td>\nLego<\/td>\nFMCG<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 6.691<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 5.362<\/td>\n25%<\/td>\n<\/tr>\n
68<\/td>\n65<\/td>\nPanasonic<\/td>\nElectronics<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 6.365<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 6.436<\/td>\n-1%<\/td>\n<\/tr>\n
69<\/td>\n74<\/td>\nKia<\/td>\nAutomotive<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 6.326<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 5.666<\/td>\n12%<\/td>\n<\/tr>\n
70<\/td>\n70<\/td>\nSantander<\/td>\nFinancial Services<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 6.223<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 6.097<\/td>\n2%<\/td>\n<\/tr>\n
71<\/td>\n64<\/td>\nDiscovery<\/td>\nMedia<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 5.944<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 6.509<\/td>\n-9%<\/td>\n<\/tr>\n
72<\/td>\n88<\/td>\nHuawei<\/td>\nTechnology<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 5.835<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 4.952<\/td>\n18%<\/td>\n<\/tr>\n
73<\/td>\n77<\/td>\nJohnson & Johnson<\/td>\nFMCG<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 5.790<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 5.533<\/td>\n5%<\/td>\n<\/tr>\n
74<\/td>\n66<\/td>\nTiffany & Co.<\/td>\nLuxury<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 5.761<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 6.306<\/td>\n-9%<\/td>\n<\/tr>\n
75<\/td>\n75<\/td>\nKFC<\/td>\nRestaurants<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 5.742<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 5.639<\/td>\n2%<\/td>\n<\/tr>\n
76<\/td>\n76<\/td>\nMasterCard<\/td>\nFinancial Services<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 5.736<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 5.551<\/td>\n3%<\/td>\n<\/tr>\n
77<\/td>\n80<\/td>\nDHL<\/td>\nLogistics<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 5.708<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 5.391<\/td>\n6%<\/td>\n<\/tr>\n
78<\/td>\n87<\/td>\nLand Rover<\/td>\nAutomotive<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 5.696<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 5.109<\/td>\n11%<\/td>\n<\/tr>\n
79<\/td>\n86<\/td>\nFedEx<\/td>\nLogistics<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 5.579<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 5.130<\/td>\n9%<\/td>\n<\/tr>\n
80<\/td>\n79<\/td>\nHarley-Davidson<\/td>\nAutomotive<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 5.527<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 5.460<\/td>\n1%<\/td>\n<\/tr>\n
81<\/td>\n69<\/td>\nPrada<\/td>\nLuxury<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 5.504<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 6.222<\/td>\n-12%<\/td>\n<\/tr>\n
82<\/td>\n72<\/td>\nCaterpillar<\/td>\nDiversified<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 5.425<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 5.976<\/td>\n-9%<\/td>\n<\/tr>\n
83<\/td>\n73<\/td>\nBurberry<\/td>\nLuxury<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 5.362<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 5.873<\/td>\n-9%<\/td>\n<\/tr>\n
84<\/td>\n71<\/td>\nXerox<\/td>\nBusiness Services<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 5.290<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 6.033<\/td>\n-12%<\/td>\n<\/tr>\n
85<\/td>\n84<\/td>\nJack Daniel’s<\/td>\nAlcohol<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 5.193<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 5.161<\/td>\n1%<\/td>\n<\/tr>\n
86<\/td>\n81<\/td>\nSprite<\/td>\nBeverages<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 5.148<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 5.365<\/td>\n-4%<\/td>\n<\/tr>\n
87<\/td>\n89<\/td>\nHeineken<\/td>\nAlcohol<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 5.123<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 4.822<\/td>\n6%<\/td>\n<\/tr>\n
88<\/td>\n98<\/td>\nMini<\/td>\nAutomotive<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 4.986<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 4.243<\/td>\n18%<\/td>\n<\/tr>\n
89<\/td>\n<\/td>\nDior<\/td>\nLuxury<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 4.909<\/td>\n<\/td>\nNEW<\/td>\n<\/tr>\n
90<\/td>\n97<\/td>\nPayPal<\/td>\nFinancial Services<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 4.839<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 4.251<\/td>\n14%<\/td>\n<\/tr>\n
91<\/td>\n83<\/td>\nJohn Deere<\/td>\nDiversified<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 4.815<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 5.208<\/td>\n-8%<\/td>\n<\/tr>\n
92<\/td>\n78<\/td>\nShell<\/td>\nEnergy<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 4.599<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 5.530<\/td>\n-17%<\/td>\n<\/tr>\n
93<\/td>\n93<\/td>\nCorona<\/td>\nAlcohol<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 4.509<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 4.456<\/td>\n1%<\/td>\n<\/tr>\n
94<\/td>\n90<\/td>\nMTV<\/td>\nMedia<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 4.320<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 4.763<\/td>\n-9%<\/td>\n<\/tr>\n
95<\/td>\n92<\/td>\nJohnnie Walker<\/td>\nAlcohol<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 4.317<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 4.540<\/td>\n-5%<\/td>\n<\/tr>\n
96<\/td>\n94<\/td>\nSmirnoff<\/td>\nAlcohol<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 4.252<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 4.407<\/td>\n-4%<\/td>\n<\/tr>\n
97<\/td>\n99<\/td>\nMo\u00ebt & Chandon<\/td>\nAlcohol<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 4.118<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 4.131<\/td>\n0%<\/td>\n<\/tr>\n
98<\/td>\n91<\/td>\nRalph Lauren<\/td>\nApparel<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 4.092<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 4.629<\/td>\n-12%<\/td>\n<\/tr>\n
99<\/td>\n100<\/td>\nLenovo<\/td>\nTechnology<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 4.045<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 4.114<\/td>\n-2%<\/td>\n<\/tr>\n
100<\/td>\n<\/td>\nTesla<\/td>\nAutomotive<\/td>\n\u00a0\u00a0\u00a0\u00a0\u00a0 4.011<\/td>\n<\/td>\nNEW<\/td>\n<\/tr>\n
<\/td>\n<\/td>\n\u00a0Quelle: Interbrand 2016<\/p>\n

 <\/p>\n

\"K%c3%b6nige%20der%20Blogosph%c3%a4re\"<\/td>\n

<\/td>\n<\/td>\n<\/td>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n","protected":false},"excerpt":{"rendered":"

Die Top-100 der teuersten Marken weltweit: Das komplette Ranking komplett – Exklusiv im Management-Blog Apple, Google und Coca-Cola sind die teuersten Marken weltweit, so wie im Vorjahr auch, rechnet die Markenberatung Interbrand vor. Apple hat nicht mehr so stark zugelegt … Weiterlesen →<\/span><\/a><\/p>\n","protected":false},"author":19,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[69,105,175,235,248,357,474,553,6045,3027,864,941,3534,1146],"class_list":["post-662834","post","type-post","status-publish","format-standard","hentry","category-allgemein","tag-apple","tag-audi","tag-bmw","tag-coca-cola","tag-daimler","tag-facebook","tag-google","tag-interbrand","tag-markenwertranking","tag-mcdonalds","tag-porsche","tag-sap","tag-tesla","tag-vw"],"_links":{"self":[{"href":"https:\/\/blog.wiwo.de\/management\/wp-json\/wp\/v2\/posts\/662834","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blog.wiwo.de\/management\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.wiwo.de\/management\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.wiwo.de\/management\/wp-json\/wp\/v2\/users\/19"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.wiwo.de\/management\/wp-json\/wp\/v2\/comments?post=662834"}],"version-history":[{"count":0,"href":"https:\/\/blog.wiwo.de\/management\/wp-json\/wp\/v2\/posts\/662834\/revisions"}],"wp:attachment":[{"href":"https:\/\/blog.wiwo.de\/management\/wp-json\/wp\/v2\/media?parent=662834"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.wiwo.de\/management\/wp-json\/wp\/v2\/categories?post=662834"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.wiwo.de\/management\/wp-json\/wp\/v2\/tags?post=662834"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}