The most expensive brands of the world - 2013
Forbes on Wednesday introduced an annual ranking of the most expensive brands in the world. For the third time in a row at the top of the list were Apple Corp. On the assessment of the brand value of $ 104, 3 billion manufacturer of iPhone twice beat its nearest competitor - Microsoft -. With the figure of $ 56, 7 billion, "Apple" brand over the past 12 months increased in price by 20%, while the Redmond company - only four%. He closed the top three leaders of the Coca-Cola with a brand value of $ 54, 9 billion (+ 9%). For more information about the 10 most valuable brands in the world, see the photo gallery.
The Forbes ranking includes companies from 15 countries and 20 product categories, working in the US market, which, for example, exclude from the sample Vodafone and China Mobile mobile giants. The list of fall as the brands of individual products (Gillette shaving products for production corporation Procter & Gamble), and corporate brands (IBM, Microsoft, and others.). To determine the value of the brand is taken into account the average revenues for the past three years, multiplied by the multiplier, and the role played by rating participants in their respective industries.
Brand value: $ 104 3 billion
The growth of brand value over the year: + 20%
The Apple brand is based on the impressive growth of key financial indicators of the iPhone and iPad maker in recent years. Only in the last quarter, the company implemented a 33, 8 million smartphones, 14, 1 million tablets and 4, 6 million Mac computers.
Despite this, Apple shares are still unable to return to the peak values in September 2012 (in a protracted peak price of securities decreased by 45%, but has since grown a bit). The reason for that - increased competition in the industry and an active increase in the production of South Korean Samsung Electronics. An important factor in the value of the Apple brand remains impeccable design "apple" products, experts say.
Brand value: $ 56, $ 7 billion
The growth of brand value over the year: + 4%
Brand value Redmond corporation has remained stable over the past three years. Disappointing dynamics is explained by the inability of Microsoft to engage in a full-fledged fight for dominance in the mobile market. Financial performance of the software giant is slowing down, although he remains one of the most profitable companies in the world (operating profit growth of 34% in the last fiscal year). Microsoft advertising budget of $ 2, 6 billion - one of the largest in the technology industry.
Brand value: $ 54, 9 billion
The growth of brand value over the year: + 9%
In 2012, Coca-Cola sold 13, 5 billion package its proprietary product - 3% more than in 2011. Such dynamics of the producer provided the buyers outside of the US. Coca-Cola brand brings corporations about half of the total revenue from the sale of carbonated beverages. Official page of Coca-Cola on Facebook the first business accounts won 50 million "likes."
Brand value: $ 50, $ 7 billion
The growth of brand value over the year: + 5%
IBM is time to sort out the new market realities and managed to reinvent its brand as a leading global provider of software and IT-service infrastructure, giving up the struggle for dominance in the user segment. IBM retains the status of the owner of a rich patent portfolio for 20 consecutive years and skillfully positioned itself as a provider of innovation in a global advertising campaign.
Brand value: $ 47, 3 billion
The growth of brand value over the year: + 26%
Google's brand in the US and many other countries has become synonymous with Internet search. But unlike other brands, categories (Kleenex, Xerox), a California corporation from year to year continues to generate more revenue. In 2012, EBITDA Google exceeded $ 13 billion. The Google brand also is associated with breakthrough innovative products, such as unmanned vehicle and augmented reality glasses.
Brand value: $ 39, 4 billion
The growth of brand value over the year: + 5%
Despite the fact that many consumers brand McDonald's in the first place is associated with unhealthy diets, the expansion of the world's largest fast food continues. The restaurants Corporation snack each day, 69 million people. McDonald's network includes 34,000 points in 119 countries. The Olympic Games in Sochi will be a 10-mi in a row Games, an official sponsored by the American corporation.
7. General Electric
Brand value: $ 34, 2 billion
The growth of brand value over the year: + 2%
General Electric brand in great demand among contractors in recent years, despite the unfavorable situation in the global economy. In the third quarter of the total corporate package of orders rose to a record $ 229 billion in the US volume index increased by 18%, in Europe -. 17%. GE remains the leading sponsor of the Olympics, but Games 2008 in Beijing brought the brand to $ 700 million in the form of new profitable contracts in the fields of energy, health and water.
Brand value: $ 30, 9 billion
Fall brand value over the year: -4%
Brand Intel - the only one in the top 10, whose value has declined in the past year. Like Microsoft, Intel, accustomed to dominate the personal computer market, missed the moment when the main platform of communication and human devices become smart phones and tablets. Now the corporation is trying to catch up, but in terms of brand special dividend is she has not brought.
Brand value: $ 29, 5 billion
The growth of brand value over the year: + 53%
As the pace of growth in brand value this year, South Korea's Samsung Electronics had no equal in the Forbes ranking. A trademark has risen by 136% over the past three years. The company can boast of rapid expansion in the lucrative smartphone market. Its flagship Samsung Galaxy S4 is very popular among consumers. A company's components used by other players, including the sworn rivals from Apple. In the third quarter, Samsung sold 81, 2 million smartphones and increased its market share to 31, 4% - more than the next four largest companies combined.
10. Louis Vuitton
Brand value: $ 28, 4 billion
The growth of brand value over the year: + 16%
Louis Vuitton - the most expensive in the world of luxury brand. Under this brand are manufactured leather goods, handbags, shoes, watches, jewelry and accessories. Most of the products equipped with the brand LV monogram. brand profitability is 40%, it is one of the world's best performance. In 2013, the company will leave the creative director Marc Jacobs, for 16 years of work in the fashion house who brought the brand in the clear market leaders.