Creative marketing

Cele mai valoroase marci din lume in 2009. A sosit vremea ca marcile sa fie examinate, evaluate si clasate. Ca de obicei, de catre Interbrand. Iata clasamentul pe 2009:

Pozitie 2009	Pozitie 2008	Compania	Valoare brand 2009 (mil $)	Valoare brand 2008 (mil $)	Modificare procentuala	Tara
1	1	Coca-Cola	68,734	66,667	0.03	U.S.
2	2	IBM	60,211	59,031	0.02	U.S.
3	3	Microsoft	56,647	59,007	-0.04	U.S.
4	4	GE	47,777	53,086	-0.1	U.S.
5	5	Nokia	34,864	35,942	-0.03	Finland
6	8	McDonald’s	32,275	31,049	0.04	U.S.
7	10	Google	31,980	25,590	0.25	U.S.
8	6	Toyota	31,330	34,050	-0.08	Japan
9	7	Intel	30,636	31,261	-0.02	U.S.
10	9	Disney	28,447	29,251	-0.03	U.S.
11	12	Hewlett-Packard	24,096	23,509	0.02	U.S.
12	11	Mercedes-Benz	23,867	25,577	-0.07	Germany
13	14	Gillette	22,841	22,069	0.04	U.S.
14	17	Cisco	22,030	21,306	0.03	U.S.
15	13	BMW	21,671	23,298	-0.07	Germany
16	16	Louis Vuitton	21,120	21,602	-0.02	France
17	18	Marlboro	19,010	21,300	-0.11	U.S.
18	20	Honda	17,803	19,079	-0.07	Japan
19	21	Samsung	17,518	17,689	-0.01	S. Korea
20	24	Apple	15,443	13,724	0.12	U.S.
21	22	H&M	15,375	13,840	0.11	Sweden
22	15	American Express	14,971	21,940	-0.32	U.S.
23	26	Pepsi	13,706	13,249	0.03	U.S.
24	23	Oracle	13,699	13,831	-0.01	U.S.
25	28	Nescafe	13,317	13,055	0.02	Switzerland
26	29	Nike	13,179	12,672	0.04	U.S.
27	31	SAP	12,106	12,228	-0.01	Germany
28	35	Ikea	12,004	10,913	0.1	Sweden
29	25	Sony	11,953	13,583	-0.12	Japan
30	33	Budweiser	11,833	11,438	0.03	Belgium
31	30	UPS	11,594	12,621	-0.08	U.S.
32	27	HSBC	10,510	13,143	-0.2	Britain
33	36	Canon	10,441	10,876	-0.04	Japan
34	39	Kellogg’s	10,428	9,710	0.07	U.S.
35	32	Dell	10,291	11,695	-0.12	U.S.
36	19	Citi	10,254	20,174	0.49	U.S.
37	37	JPMorgan	9,550	10,773	-0.11	U.S.
38	38	Goldman Sachs	9,248	10,331	-0.1	U.S.
39	40	Nintendo	9,210	8,772	0.05	Japan
40	44	Thomson Reuters	8,434	8,313	0.01	Canada
41	45	Gucci	8,182	8,254	-0.01	Italy
42	43	Philips	8,121	8,325	-0.02	Netherlands
43	58	Amazon	7,858	6,434	0.22	U.S.
44	51	L’Oreal	7,748	7,508	0.03	France
45	47	Accenture	7,710	7,948	-0.03	U.S.
46	46	eBay	7,350	7,991	-0.08	U.S.
47	48	Siemens	7,308	7,943	-0.08	Germany
48	56	Heinz	7,244	6,646	0.09	U.S.
49	49	Ford	7,005	7,896	-0.11	U.S.
50	62	Zara	6,789	5,955	0.14	Spain
51	61	Wrigley	6,731	6,105	0.1	U.S.
52	57	Colgate	6,550	6,437	0.02	U.S.
53	55	AXA	6,525	7,001	-0.07	France
54	52	MTV	6,523	7,193	-0.09	U.S.
55	53	Volkswagen	6,484	7,047	-0.08	Germany
56	59	Xerox	6,431	6,393	0.01	U.S.
57	42	Morgan Stanley	6,399	8,696	-0.26	U.S.
58	63	Nestle	6,319	5,592	0.13	Switzerland
59	60	Chanel	6,040	6,355	-0.05	France
60	66	Danone	5,960	5,408	0.1	France
61	64	KFC	5,722	5,582	0.03	U.S.
62	70	Adidas	5,397	5,072	0.06	Germany
63	73	Blackberry	5,138	4,802	0.07	Canada
64	65	Yahoo!	5,111	5,496	-0.07	U.S.
65	67	Audi	5,010	5,407	-0.07	Germany
66	68	Caterpillar	5,004	5,288	-0.05	U.S.
67	69	Avon	4,917	5,264	-0.07	U.S.
68	71	Rolex	4,609	4,956	-0.07	Switzerland
69	72	Hyundai	4,604	4,846	-0.05	S. Korea
70	76	Hermes	4,598	4,575	0.01	France
71	74	Kleenex	4,404	4,636	-0.05	U.S.
72	41	UBS	4,370	8,740	-0.5	Switzerland
73	50	Harley-Davidson	4,337	7,609	-0.43	U.S.
74	75	Porsche	4,234	4,603	-0.08	Germany
75	78	Panasonic	4,225	4,281	-0.01	Japan
76	80	Tiffany & Co.	4,000	4,208	-0.05	U.S.
77	79	Cartier	3,968	4,236	-0.06	France
78	77	Gap	3,922	4,357	-0.1	U.S.
79	81	Pizza Hut	3,876	4,097	-0.05	U.S.
80	92	Johnson & Johnson	3,847	3,582	0.07	U.S.
81	82	Allianz	3,831	4,033	-0.05	Germany
82	83	Moet & Chandon	3,754	3,951	-0.05	France
83	84	BP	3,716	3,911	-0.05	Britain
84	89	Smirnoff	3,698	3,590	0.03	Britain
85	88	Duracell	3,563	3,682	-0.03	U.S.
86	98	Nivea	3,557	3,401	0.05	Germany
87	91	Prada	3,530	3,585	-0.02	Italy
88	93	Ferrari	3,527	3,527	0	Italy
89	94	Armani	3,303	3,526	-0.06	Italy
90	85	Starbucks	3,263	3,879	-0.16	U.S.
91	New	Lancome	3,235	New	New	France
92	97	Shell	3,228	3,471	-0.07	Netherlands
93	New	Burger King	3,223	New	New	U.S.
94	100	Visa	3,170	3,338	-0.05	U.S.
95	New	Adobe	3,161	New	New	U.S.
96	90	Lexus	3,158	3,588	-0.12	Japan
97	New	Puma	3,154	New	New	Germany
98	New	Burberry	3,095	New	New	Britain
99	New	Polo Ralph Lauren	3,094	New	New	U.S.
100	New	Campbell’s	3,081	New	New	U.S.

Primele 5 locuri sunt identice ca in 2008, Coca-Cola, IBM, Microsoft, General Electric si Nokia impartindu-si laurii. In top 10 doar doua branduri sunt din afara SUA (Toyota si Nokia), iar in top 100 aproape jumatate din marci sunt din SUA. McDonald’s si Google cresc, Toyota si Intel scad. Cu toate acestea Toyota este singurul producator de masini in top 10. In top 20 isi mai fac loc Mercedes, BMW si Honda.

Cele mai mari cresteri in valoare sunt din zona Internetului: Google si amazon, iar cele mai mari scaderi din zona financiara: Citi, UBS, Morgan Stanley. Nu este o surpriza avand in vedere increderea in scadere in acesti giganti financiari cu picioare de lut. O cadere spectaculoasa o are si brandul icon american Harley-Davidson (-43% si 23 de locuri in clasament).

Tu ce parere ai, este acest clasament relevant pentru valoarea marcilor sau nu?

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