The most important brands in the world

Business

The brand gives an added value to the product, which in many cases is essential in the consumer's choice. This intangible value is recognized by the market, which is willing to pay more and prefers branded products to others not socially identified.

In this list we collect the 100 most recognized brands worldwide. In the first positions, we find the brand of the largest companies in the world, such as Apple, Google, Coca-Cola or Microsoft. The first Spanish brand on the list is Zara, in position number 30.

The identification of the product constitutes a differentiation that is made through the brand, the packaging and the labeling, the result of a combination of design and color that affects the perception of the customers and, therefore, is an essential part of the strategic planning of Marketing . The services are also identified and made tangible, associating them with brands, symbols or people, in order to project an image that differentiates them from the competition.

In a globalized world, where the level of competition increasingly narrows the margin of companies, the value of the brand is an intangible asset that causes these brands to be associated in the consumer's mind, with the corresponding increase in demand for their products. goods or services. Therefore, it is an asset that is difficult to value, although it is also one of the most important in achieving profits and a basis for its competitive advantage.

That is why, if we just looked at the «brand» column and covered the «brand image» column, it would cost us much more to identify and associate the products and services of that brand, there is the work of these companies to position itself among the top 100 companies in the world.

The value of the brand, although it is something quite stable, can be seriously altered by the events that occur in the company. For example, we predict that the Volkswagen brand located in the 35th ranking, next year will not even appear on the list, or will be in much lower positions, since after the scandal experienced (it has to provision 6,500 million euros to modify the electronics of its diesel engines polluting 40 times more) will suffer a marked deterioration as a brand image.

Below we present the world ranking of brands 2015 made up of the 100 most prestigious brands from around the world, the country of origin of these companies, the sector to which they belong, the value of their brand in millions of euros and its variation with respect to the last year:

No. Brand image Mark Country Sector Brand value
(millions of euros)
Value change
Of the brand
1 Manzana USA Technology 154,80 43%
2 Google USA Technology 109,38 12%
3

Coca Cola USA Drinks 71,29 -4%
4

Microsoft USA Technology 61,52 11%
5

IBM USA Business services 59,18 -10%
6

Toyota Japan Car 44,59 16%
7

Samsung South Korea Technology 41,18 0%
8

GE USA Diversified 38,42 -7%
9

McDonald’s USA Restaurants 36,19 -6%
10

Amazon USA Retail 34,50 29%
11

BMW Germany Car 33,83 9%
12

Mercedes Benz Germany Car 33,37 7%
13

Disney USA Media 33,19 13%
14

Intel USA Technology 32,20 4%
15

Cisco USA Technology 27,14 -3%
16

Oracle USA Technology 24,80 5%
17

Nike USA Sportswear 20,97 16%
18

HP USA Technology 20,96 -3%
19

Sling Japan Car 20,89 6%
20

Louis Vuitton France Luxury 20,23 -1%
21

H&M Sweden Clothing 20,20 5%
22

Gillette USA Consumer goods 20,20 -3%
23

Facebook USA Technology 20,03 54%
24

Pepsi USA Drinks 17,84 3%
25

American express USA Financial services 17,20 -3%
26

SAP Germany Technology 17,06 8%
27

IKEA Sweden Retail 15,04 4%
28

Pampers USA Consumer goods 13,88 8%
29

UPS USA Transportation 13,38 2%
30

Zara Spain Clothing 12,76 16%
31

Budweiser USA Alcohol 12,68 7%
32

eBay USA Retail 12,67 -3%
33

J.P. Morgan USA Financial services 12,50 10%
34

Kellogg’s USA Consumer goods 11,49 -6%
35

Volkswagen Germany Car 11,40 -9%
36

Nescafe Switzerland Drinks 11,14 7%
37

HSBC United Kingdom Financial services 10,60 -11%
38

Ford USA Car 10,53 6%
39

Hyundai South Korea Car 10,27 8%
40

Canyon Japan electronics 10,25 -4%
41

Hermes France Luxury 9,95 22%
42

Accenture USA Business services 9,82 9%
43

The real France Consumer goods 9,82 6%
44

Audi Germany Car 9,39 5%
45

Citi USA Financial services 8,89 12%
46

Goldman sachs USA Financial services 8,66 9%
47

Philips Netherlands electronics 8,55 -8%
48

AXA France Financial services 8,41 14%
49

Nissan Japan Car 8,26 19%
50

Gucci Italy Luxury 8,07 -14%
51

Danone France Consumer goods 7,85 5%
52

Nestle Switzerland Consumer goods 7,81 7%
53

Siemens Germany Diversified 7,78 -1%
54

Allianz Germany Financial services 7,73 10%
55

Colgate USA Consumer goods 7,69 3%
56

Porsche Germany Car 7,32 12%
57

Cartier France Luxury 7,20 6%
58

Sony Japan electronics 7,00 -5%
59

3M USA Diversified 6,58 17%
60

Morgan stanley USA Financial services 6,44 12%
61

Visa USA Financial services 6,25 15%
62

adidas Germany Sportswear 6,19 -8%
63

Thomson Reuters Canada Media 5,98 -12%
64 Discovery USA Media 5,92 6%
65

Panasonic Japan electronics 5,85 2%
66

Tiffany & Co. USA Luxury 5,73 6%
67

Starbucks USA Restaurants 5,70 16%
68

Adobe USA Technology 5,69 17%
69

Prada Italy Luxury 5,66 4%
70

Santander Spain Financial services 5,54 13%
71

Xerox USA Business services 5,48 -9%
72

Caterpillar USA Diversified 5,43 -12%
73

Burberry United Kingdom Luxury 5,34 5%
74

Kia South Korea Car 5,15 5%
75

KFC USA Restaurants 5,13 -7%
76

MasterCard USA Financial services 5,05 17%
77

Johnson & Johnson USA Consumer goods 5,03 7%
78

Shell Netherlands Energy 5,03 -12%
79

Harley-Davidson USA Car 4,96 14%
80

Dhl USA Transportation 4,90 6%
81

Sprite USA Drinks 4,88 -5%
82

Lego Denmark Consumer goods 4,87 New
83

John deere USA Diversified 4,73 2%
84

Jack Daniel’s USA Alcohol 4,69 6%
85

Chevrolet USA Car 4,67 2%
86

FedEx USA Transportation 4,66 16%
87

Land rover United Kingdom Car 4,64 14%
88 Huawei China Technology 4,50 15%
89

Heineken Netherlands Alcohol 4,38 14%
90

Mtv USA Media 4,33 -7%
91

Ralph lauren USA Clothing 4,21 -7%
92

Johnnie walker United Kingdom Alcohol 4,13 -6%
93

Crown Mexico Alcohol 4,05 2%
94

Smirnoff United Kingdom Alcohol 4,01 -4%
95

Kleenex USA Consumer goods 3,94 -7%
96

Hugo boss Germany Clothing 3,88 3%
97

PayPal USA Financial services 3,86 New
98

Mini United Kingdom Car 3,86 New
99

Moët & Chandon France Alcohol 3,76 New
100

Lenovo China Technology 3,74 New
 Source: Interbrand

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