Самые дорогие бренды мира — 2015
Американский Forbes опубликовал рейтинг 100 самых дорогих брендов мира. Редакция учитывала прибыль компаний за последние три года и коэффициент влияния бреда на прибыль в разных отраслях (например, у потребительских товаров класса люкс бренд значительно влияет на прибыль, а у авиа- и нефтяных компаний — нет).
В списке 100 самых дорогих брендов представлены бренды 15 стран из 20 отраслей. Почти половину рейтинга занимают американские бренды, девять брендов немецкие, по семь японских и французских. В основном преобладают автомобильные и высокотехнологичные бренды
«Рейтинги»
Самые дорогие бренды мира — 2015: рейтинг Forbes
1. Apple
Brand Value — $145.3 B
Brand Revenue — $182.3 B
2. Microsoft
Brand Value — $69.3 B
Brand Revenue — $93.3 B
3. Google
Brand Value — $65.6 B
Brand Revenue — $61.8 B
4. Coca-Cola
Brand Value — $56 B
Brand Revenue — $23.1 B
5. IBM
Brand Value — $49.8 B
Brand Revenue — $92.8 B
6. McDonald’s
Brand Value — $39.5 B
Brand Revenue — $87.8 B
7. Samsung
Brand Value — $37.9 B
Brand Revenue — $187.8 B
8. Toyota
Brand Value — $37.8 B
Brand Revenue — $171.1 B
9. General Electric
Brand Value — $37.5 B
Brand Revenue — $129.1 B
10. Facebook
Brand Value — $36.5 B
Brand Revenue — $12.1 B
11. Disney
Brand Value — $34.6 B
Brand Revenue — $26.4 B
12. AT&T
Brand Value — $29.1 B
Brand Revenue — $132.4 B
13. Amazon.com
Brand Value — $28.1 B
Brand Revenue — $87.5 B
14. Louis Vuitton
Brand Value — $28.1 B
Brand Revenue — $10.1 B
15. Cisco
Brand Value — $27.6 B
Brand Revenue — $48.1 B
16. BMW
Brand Value — $27.5 B
Brand Revenue — $83.5 B
17. Oracle
Brand Value — $26.8 B
Brand Revenue — $38.8 B
18. NIKE
Brand Value — $26.3 B
Brand Revenue — $28.3 B
19. Intel
Brand Value — $25.8 B
Brand Revenue — $55.9 B
20. Wal-Mart
Brand Value — $24.7 B
Brand Revenue — $313 B
21. Verizon
Brand Value — $24.5 B
Brand Revenue — $127.1 B
22. American Express
Brand Value — $23.4 B
Brand Revenue — $36 B
23. Honda
Brand Value — $22.6 B
Brand Revenue — $101.3 B
24. Mercedes-Benz
Brand Value — $22.5 B
Brand Revenue — $106.6 B
25. Budweiser
Brand Value — $22.3 B
Brand Revenue — $10.2 B
26. Gillette
Brand Value — $20.4 B
Brand Revenue — $7.9 B
27. Marlboro
Brand Value — $19.7 B
Brand Revenue — $ — B
28. SAP
Brand Value — $19.6 B
Brand Revenue — $21.1 B
29. Pepsi
Brand Value — $19 B
Brand Revenue — $12.6 B
30. Visa
Brand Value — $18.8 B
Brand Revenue — $12.7 B
31. Nescafe
Brand Value — $17.3 B
Brand Revenue — $9.8 B
32. ESPN
Brand Value — $16.2 B
Brand Revenue — $10.9 B
33. H&M
Brand Value — $15.3 B
Brand Revenue — $21.2 B
34. L’Oréal
Brand Value — $14.8 B
Brand Revenue — $10.6 B
35. Hewlett-Packard
Brand Value — $14.7 B
Brand Revenue — $111.5 B
36. HSBC
Brand Value — $14.4 B
Brand Revenue — $91.2 B
37. Home Depot
Brand Value — $13 B
Brand Revenue — $83.2 B
38. Frito-Lay
Brand Value — $13.1 B
Brand Revenue — $11.7 B
39. Audi
Brand Value — $12.8 B
Brand Revenue — $63.2 B
40. UPS
Brand Value — $12.5 B
Brand Revenue — $58.3 B
41. Ford
Brand Value — $12.5 B
Brand Revenue — $139.3 B
42. Gucci
Brand Value — $12.4 B
Brand Revenue — $4.5 B
43. Nestle
Brand Value — $12.2 B
Brand Revenue — $10.3 B
44. Accenture
Brand Value — $12 B
Brand Revenue — $32.8 B
45. IKEA
Brand Value — $11.8 B
Brand Revenue — $37.4 B
46. Siemens
Brand Value — $11.6 B
Brand Revenue — $91.6 B
47. Wells Fargo
Brand Value — $11.4 B
Brand Revenue — $88.4 B
48. Fox
Brand Value — $11.3 B
Brand Revenue — $13.3 B
49. Pampers
Brand Value — $11.1 B
Brand Revenue — $10.7 B
50. Ebay
Brand Value — $11 B
Brand Revenue — $7.6 B
51. Hermès
Brand Value — $10.6 B
Brand Revenue — $5.3 B
52. Starbucks
Brand Value — $10.5 B
Brand Revenue — $16 B
53. MasterCard
Brand Value — $10.4 B
Brand Revenue — $9.5 B
54. Danone
Brand Value — $9.6 B
Brand Revenue — $12.7 B
55. Cartier
Brand Value — $9.6 B
Brand Revenue — $6.5 B
56. J.P. Morgan
Brand Value — $9.5 B
Brand Revenue — $46.7 B
57. Caterpillar
Brand Value — $9.4 B
Brand Revenue — $55.2 B
58. Zara
Brand Value — $9.4 B
Brand Revenue — $14.8 B
59. Kellogg’s
Brand Value — $9.3 B
Brand Revenue — $6.9 B
60. Kraft
Brand Value — $9.2 B
Brand Revenue — $7.1 B
61. Colgate
Brand Value — $9 B
Brand Revenue — $4 B
62. Chevrolet
Brand Value — $9 B
Brand Revenue — $77.7 B
63. Coach
Brand Value — $8.6 B
Brand Revenue — $4.5 B
64. Hyundai
Brand Value — $8.4 B
Brand Revenue — $52.8 B
65. Rolex
Brand Value — $8.3 B
Brand Revenue — $4.6 B
66. Lexus
Brand Value — $8 B
Brand Revenue — $18 B
67. Volkswagen
Brand Value — $8 B
Brand Revenue — $139.5 B
68. Thomson Reuters
Brand Value — $7.8 B
Brand Revenue — $7 B
69. Santander
Brand Value — $7.6 B
Brand Revenue — $52.6 B
70. John Deere
Brand Value — $7.6 B
Brand Revenue — $36.1 B
71. Chase
Brand Value — $7.4 B
Brand Revenue — $51.3 B
72. Bank of America
Brand Value — $7.3 B
Brand Revenue — $76.8 B
73. Canon
Brand Value — $7.3 B
Brand Revenue — $- B
74. Prada
Brand Value — $7.3 B
Brand Revenue — $3.7 B
75. Nissan
Brand Value — $7.3 B
Brand Revenue — $96.6 B
76. Red Bull
Brand Value — $7.2 B
Brand Revenue — $6.5 B
77. Philips
Brand Value — $7.1 B
Brand Revenue — $27.3 B
78. Porsche
Brand Value — $7 B
Brand Revenue — $21.9 B
79. Sony
Brand Value — $6.9 B
Brand Revenue — $63.6 B
80. FedEx
Brand Value — $6.9 B
Brand Revenue — $47.2 B
81. Citi
Brand Value — $6.9 B
Brand Revenue — $90.6 B
82. Boeing
Brand Value — $6.9 B
Brand Revenue — $90.8 B
83. Adidas
Brand Value — $6.8 B
Brand Revenue — $14.9 B
84. Subway
Brand Value — $6.8 B
Brand Revenue — $19.8 B
85. Chanel
Brand Value — $6.8 B
Brand Revenue — $5.4 B
86. RBC
Brand Value — $6.7 B
Brand Revenue — $36.6 B
87. Allianz
Brand Value — $6.6 B
Brand Revenue — $131.6 B
88. Goldman Sachs
Brand Value — $6.6 B
Brand Revenue — $40.1 B
89. Ralph Lauren
Brand Value — $6.6 B
Brand Revenue — $7.1 B
90. Heineken
Brand Value — $6.6 B
Brand Revenue — $6 B
91. Exxon Mobil
Brand Value — $6.5 B
Brand Revenue — $364.8 B
92. Target
Brand Value — $6.4 B
Brand Revenue — $72.6 B
93. Panasonic
Brand Value — $6.3 B
Brand Revenue — $70.6 B
94. Hershey
Brand Value — $6.3 B
Brand Revenue — $4.6 B
95. LEGO
Brand Value — $6.2 B
Brand Revenue — $4.9 B
96. Lancome
Brand Value — $6.2 B
Brand Revenue — $4.5 B
97. KIA Motors
Brand Value — $6.2 B
Brand Revenue — $42.9 B
98. Sprite
Brand Value — $6.2 B
Brand Revenue — $3.7 B
99. MTV
Brand Value — $6.2 B
Brand Revenue — $3.4 B
100. Estee Lauder
Brand Value — $6.1 B
Brand Revenue — $4.5 B