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.
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.
Te puede interesar:
*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 |
|
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 |
|
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 |
|
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 |
|
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% |
