Las 100 Best Global Brands 2023, según Interbrand

 

Desde hace más de 45 años, Interbrand -parte de Omnicom Group-, se ha especializado en la consultoría de marca, tiempo durante el cual ha desarrollado muchas de las herramientas de branding que hoy en día se consideran estándar, así como el ranking de las Marcas Más Valiosas del Mundo. 


 

Las 100 Best Global Brands 2023, según Interbrand
Las 100 Best Global Brands 2023, según Interbrand

Interbrand, fue la primera compañía que llevó a cabo un proyecto de valoración de marca en 1988 y creadora de la primera metodología que fue certificada con el ISO 10668, jugando un rol fundamental en el desarrollo del propio estándar.

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*Interbrand presentó las marcas más valiosas del mundo

 

La metodología está basada en tres componentes clave que contribuyen al valor acumulado de una marca:

 

1-El desempeño financiero de los productos y servicios de marca.

2-El papel que desempeña la marca para influir en la elección del consumidor.

3-La fuerza que la marca tiene para imponer un precio premium o asegurar ganancias a la empresa.

 

Aquí las 100 Best Global Brands 2023, según Interbrand:

 

Best Global Brands 2023

 

Rank

Brand

Sector

Brand Value USD (BV)

2023

2022

2023

2022

% change (CY)

1

1

Apple

Technology

      502.680

      482.215

4%

2

2

Microsoft

Technology

      316.659

      278.288

14%

3

3

Amazon

Technology

      276.929

      274.819

1%

4

4

Google

Technology

      260.260

      251.751

3%

5

5

Samsung

Technology

        91.407

        87.689

4%

6

6

Toyota

Automotive

        64.504

        59.757

8%

7

8

Mercedes-Benz

Automotive

        61.414

        56.103

9%

8

7

Coca-Cola

Beverages

        58.046

        57.535

1%

9

10

Nike

Sporting Goods

        53.773

        50.289

7%

10

13

BMW

Automotive

        51.157

        46.331

10%

11

11

McDonald's

Restaurants

        50.999

        48.647

5%

12

12

Tesla

Automotive

        49.937

        48.002

4%

13

9

Disney

Media

        48.258

        50.325

-4%

14

14

Louis Vuitton

Luxury

        46.543

        44.508

5%

15

15

Cisco

Business Services

        43.345

        41.298

5%

16

16

Instagram

Media

        39.342

        36.516

8%

17

21

Adobe

Technology

        34.991

        30.660

14%

18

18

IBM

Business Services

        34.921

        34.242

2%

19

NEW

Oracle

Business Services

        34.622

 N/A

N/A

20

20

SAP

Business Services

        33.078

        31.497

5%

21

17

Facebook

Media

        31.625

        34.538

-8%

22

22

Chanel

Luxury

        31.007

        29.259

6%

23

23

Hermès

Luxury

        30.190

        27.398

10%

24

19

Intel

Technology

        28.298

        32.916

-14%

25

25

YouTube

Media

        26.039

        24.268

7%

26

24

J.P. Morgan

Financial Services

        25.876

        24.335

6%

27

26

Honda

Automotive

        24.412

        22.837

7%

28

27

American Express

Financial Services

        24.093

        22.117

9%

29

28

IKEA

Retail

        22.942

        21.928

5%

30

31

Accenture

Business Services

        21.320

        20.412

4%

31

34

Allianz

Financial Services

        20.850

        18.694

12%

32

35

Hyundai

Automotive

        20.412

        17.314

18%

33

29

UPS

Logistics

        20.374

        21.164

-4%

34

30

Gucci

Luxury

        19.969

        20.417

-2%

35

32

Pepsi

Beverages

        19.767

        19.622

1%

36

39

Sony

Electronics

        19.065

        16.989

12%

37

37

Visa

Financial Services

        18.611

        17.258

8%

38

36

Salesforce

Business Services

        18.317

        17.311

6%

39

40

Netflix

Media

        17.916

        16.375

9%

40

38

PayPal

Financial Services

        17.794

        17.058

4%

41

41

MasterCard

Financial Services

        17.133

        16.125

6%

42

42

adidas

Sporting Goods

        16.568

        15.931

4%

43

47

Zara

Retail

        16.502

        14.958

10%

44

43

AXA

Financial Services

        16.401

        15.747

4%

45

46

Audi

Automotive

        16.352

        14.976

9%

46

54

Airbnb

Technology

        16.344

        13.416

22%

47

53

Porsche

Automotive

        16.215

        13.504

20%

48

51

Starbucks

Restaurants

        15.409

        14.050

10%

49

33

GE

Diversified

        15.303

        14.351

7%

50

48

Volkswagen

Automotive

        15.140

        14.819

2%

51

50

Ford

Automotive

        14.867

        14.431

3%

52

45

Nescafé

Beverages

        14.818

        15.061

-2%

53

55

Siemens

Diversified

        14.588

        13.359

9%

54

49

Goldman Sachs

Financial Services

        14.215

        14.526

-2%

55

52

Pampers

FMCG

        13.771

        13.832

0%

56

56

H&M

Retail

        13.649

        12.985

5%

57

58

L'Oréal Paris

FMCG

        13.638

        12.915

6%

58

57

Citi

Financial Services

        13.624

        12.981

5%

59

63

LEGO

FMCG

        13.069

        11.846

10%

60

64

Red Bull

Beverages

        12.986

        11.547

12%

61

44

Budweiser

Alcohol

        12.984

        15.487

-16%

62

60

eBay

Retail

        12.745

        12.767

0%

63

61

Nissan

Automotive

        12.676

        12.212

4%

64

62

HP

Electronics

        11.841

        11.884

0%

65

65

HSBC

Financial Services

        11.734

        11.247

4%

66

66

Morgan Stanley

Financial Services

        11.372

        11.039

3%

67

67

Nestlé

FMCG

        11.369

        10.921

4%

68

59

Philips

Technology

        11.208

        12.801

-12%

69

70

Spotify

Media

        11.114

        10.324

8%

70

75

Ferrari

Automotive

        10.830

          9.365

16%

71

68

Nintendo

Electronics

        10.498

        10.676

-2%

72

71

Gillette

FMCG

        10.444

        10.211

2%

73

72

Colgate

FMCG

        10.433

        10.130

3%

74

74

Cartier

Luxury

          9.868

          9.521

4%

75

69

3M

Diversified

          9.791

        10.505

-7%

76

77

Dior

Luxury

          9.665

          8.919

8%

77

76

Santander

Financial Services

          9.609

          9.015

7%

78

73

Danone

FMCG

          9.152

          9.528

-4%

79

78

Kellogg's

FMCG

          8.861

          8.747

1%

80

81

LinkedIn

Media

          8.595

          7.595

13%

81

80

Corona

Alcohol

          8.082

          7.764

4%

82

79

FedEx

Logistics

          8.067

          8.166

-1%

83

83

Caterpillar

Diversified

          8.065

          7.397

9%

84

82

DHL

Logistics

          7.706

          7.518

3%

85

85

Jack Daniel's

Alcohol

          7.595

          7.171

6%

86

89

Prada

Luxury

          7.321

          6.548

12%

87

84

Xiaomi

Technology

          7.266

          7.326

-1%

88

87

Kia

Automotive

          7.059

          6.612

7%

89

88

Tiffany & Co.

Luxury

          7.031

          6.552

7%

90

91

Panasonic

Electronics

          6.699

          6.337

6%

91

90

Hewlett Packard Enterprise

Business Services

          6.642

          6.486

2%

92

86

Huawei

Technology

          6.512

          6.634

-2%

93

93

Hennessy

Alcohol

          6.447

          6.111

6%

94

96

Burberry

Luxury

          6.445

          5.917

9%

95

94

KFC

Restaurants

          6.392

          6.089

5%

96

92

Johnson & Johnson

FMCG

          6.387

          6.130

4%

97

100

Sephora

Retail

          6.329

          5.491

15%

98

NEW

Nespresso

Beverages

          6.168

 N/A

N/A

99

95

Heineken

Alcohol

          6.062

          6.003

1%

100

97

Canon

Electronics

          6.032

          5.828

3%

 

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