carpeta_440x310.

fh11 26/4/10 16:36 P gina 1

C

CM

MY

CY CMY

Las marcas
ms valiosas
del mundo
2010

LAS 100 MARCAS MS PODEROSAS DEL MUNDO

LAS 100 MARCAS MS PODEROSAS DEL MUNDO

Posicin

Variacin en
Ranking

1
2
3
4

=
2
3
-2

Google
IBM
Apple
Microsoft

5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31

-2
-1
3
-1
-1
-1
1
5
-2
2
11
-1
4
18
6
14
-2
6
7
3
-7
-12
-3
-6
=
7
7

Coca-Cola
McDoN/Ald's
Marlboro
ChiN/A Mobile
GE
Vodafone
ICBC
HP
Walmart
BlackBerry
Amazon
UPS
Tesco
Visa
Oracle
Verizon Wireless
SAP
at&t
HSBC
Bank of ChiN/A
BMW
Toyota
China Construction Bank
Gillette
Louis Vuitton
Wells Fargo
Santander

32
33
34
35
36
37

=
-2
New
-2
12
4

Nintendo
Pampers
BP
Cisco
RBC
Bank of America

38
39
40
41
42
43
44
45
46
47
48
49
50
51
52
53
54

14
New
New
-21
5
-30
-1
New
4
9
-25
-4
3
New
-6
-13
-5

Budweiser
ExxonMobil
Shell
Disney
Carrefour
Nokia
Accenture
ICICI
Honda
Colgate
Intel
L'Oral
Orange
PetroChiN/A
American Express
Mercedes
Citi

Marca

Valor 2010
($m)

Valor 2009
($m)

Valor 2008
($m)

114.260
86.383
83.153
76.344

100.039
66.622
63.113
76.249

86.057
55.335
55.206
70.887

% Variacin
del valor 10
vs. 09
14%
30%
32%
0%

67.983

67.625

58.208

1%

66.005
57.047
52.616
45.054
44.404
43.927
39.717
39.421
30.708
27.459
26.492
25.741
24.883
24.817
24.675
24.291
23.714
23.408
21.960
21.816
21.769
20.929
20.663
19.781
18.746
18.012

66.575
49.460
61.283
59.793
53.727
38.056
26.745
41.083
27.478
21.294
27.842
22.938
16.353
21.438
17.713
23.615
20.059
19.079
21.192
23.948
29.907
22.811
22.919
19.395
16.228
16.035

49.499
37.324
57.225
71.379
36.962
28.004
29.278
34.547
13.734
11.511
30.492
23.208
N/A
22.904
19.202
21.669
12.030
18.479
19.418
28.015
35.134
19.603
21.523
18.446
24.739
14.549

-1%
15%
-14%
-25%
-17%
N/A
19%
1%
107%
46%
5%
13%
N/A
16%
13%
3%
18%
23%
4%
-9%
-27%
-8%
-10%
2%
16%
12%

17.834
17.434
17.283
16.719
16.608
16.393

18.233
18.945
N/A
17.965
14.894
15.480

N/A
N/A
N/A
24.101
18.995
33.092

-2%
-8%
N/A
-7%
12%
6%

15.991
15.476
15.112
15.000
14.980
14.866
14.734
14.454
14.303
14.224
14.210
14.129
14.018
13.935
13.912
13.736
13.403

13.292
N/A
N/A
23.110
14.961
35.163
15.076
N/A
14.571
12.396
22.851
14.991
13.242
N/A
14.963
15.499
14.608

10.839
N/A
N/A
23.705
15.057
43.975
14.137
N/A
16.649
10.576
22.027
16.459
14.093
N/A
24.816
18.044
30.318

20%
N/A
N/A
-35%
0%
-58%
-2%
N/A
-2%
15%
-38%
-6%
6%
N/A
-7%
-11%
-8%

Posicin

Variacin en
Ranking

55
56
57

8
-1
-18

58

-14

59
60
61
62
63
64
65
66
67
68
69
70
71
72
73
74
75
76
77
78
79
80
81

=
2
5
-5
-5
-4
-30
-24
20
33
New
7
-10
-1
New
-5
32
-22
-26
10
-15
-4
-11

82
83
84

-3
-9
-17

85
86
87
88
89
90
91
92
93

4
-4
3
New
-11
-10
=
-20
-10

94
95
96
97
98
99
100

8
-3
-31
-11
=
-24
-1

Valor 2010
($m)

Valor 2009
($m)

Valor 2008
($m)

T-Mobile
BBVA
NTT DoCoMo

13.010
12.977
12.969

10.864
12.549
15.776

8.940
9.457
15.048

% Variacin
del valor 10
vs. 09
20%
3%
-18%

Pepsi4
Nike
Movistar
Chase
Target
H&M
SUBWAY
Porsche
Dell
MasterCard
Samsung
Telcel
O2
TD
MTS
Petrobras
FedEx
Baidu
eBay
Siemens
Goldman Sachs
Wrigley's
Zara
Home Depot

12.752

14.996

15.404

-15%

12.597
12.434
12.426
12.148
12.131
12.032
12.021
11.938
11.659
11.351
10.850
10.593
10.274
9.723
9.675
9.418
9.356
9.328
9.293
9.283
9.201
8.986
8.971

11.999
10.911
10.582
12.254
12.061
10.997
17.467
15.422
7.427
6.322
N/A
8.601
10.991
9.189
N/A
9.491
5.768
12.970
13.562
7.415
10.841
8.609
9.280

12.499
8.117
12.782
14.738
11.182
10.335
21.718
15.288
6.970
11.870
N/A
6.309
N/A
8.077
N/A
11.486
N/A
11.200
14.665
11.944
N/A
8.682
15.378

5%
14%
17%
-1%
1%
9%
-31%
-23%
57%
80%
N/A
23%
-7%
6%
N/A
-1%
62%
-28%
-31%
25%
-15%
4%
-3%

Red Bull
ALDI
Nissan

8.917
8.747
8.607

8.154
8.638
10.206

N/A
5.811
11.707

9%
1%
-16%

Starbucks6
Herms
Barclays
US Bank
Standard Chartered
China Merchants Bank
State Farm
Beeline
J.P. Morgan

8.490
8.457
8.383
8.377
8.327
8.236
8.214
8.160
8.159

7.260
7.862
6.992
N/A
8.219
8.052
6.922
8.884
7.852

12.011
6.951
7.382
N/A
6.855
3.000
9.425
N/A
9.762

17%
8%
20%
N/A
1%
2%
19%
-8%
4%

8.147
8.003
7.848
7.588
7.450
7.293
7.280

6.848
6.765
N/A
7.468
6.565
8.631
6.409

6.109
11.327
7.148
6.479
N/A
7.209
7.903

30%
18%
N/A
2%
13%
-16%
14%

Marca

Sony
Morgan Stanley
Auchan
Gucci
Bradesco
Avon
TIM

El valor de marca de Coca-Cola incluye Diet Coke, Coca-Cola Light y Coca-Cola Zero

2 El valor de marca de Nintendo incluye Wii y DS

3 El valor de Budweiser incluye Bud Light y Bud
4 El valor de Pepsi incluye Diet Pepsi y Pepsi
5 El valor de marca de Red Bull incluye sin azcar y Cola
6

El valor de Starbucks incluye distribucin y venat de caf en supermercados

El valor de marca de Sony incluye PlayStation

RANKING POR CATEGORAS

CATEGORAS POR SECTORES

TEXTIL / CONFECCIN
Posicin
1
2
3
4
5
6
7
8
9
10

Marca

Valor 2010 ( $m)

Nike
H&M
Zara
Esprit
Adidas
Ralph Lauren
Next
Puma
Gap
Levi's

12.597
12.131
8.986
4.745
3.263
2.857
2.569
1.747
1.321
920

Variacin Valor
2010 vs. 2009
5%
1%
4%
-28%
-34%
-6%
54%
-8%
2%
3%

CERVEZAS
Posicin
1
2
3
4
5
6
7
8
9
10

Marca

Valor 2010 ( $m)

Bud Light
Budweiser
Heineken
Corona
Stella Artois
Carlsberg
Skol
Miller Lite
Kronenbourg 1664
Amstel

8.153
7.838
5.204
5.196
4.808
3.165
2.722
2.344
1.761
1.756

Variacin Valor
2010 vs. 2009
22%
18%
3%
21%
7%
-10%
22%
-7%
6%
-11%

AGUAS EMBOTELLADAS
Posicin
1
2
3
4
5
6
7
8
9
10

Marca

Valor 2010 ( $m)

Evian
Aquafina
Perrier
Dasani
Volvic
Poland Spring
Pure Life
Vittel
Levissima
Contrex

907
785
653
602
564
487
361
335
303
241

Variacin Valor
2010 vs. 2009
21%
-3%
5%
-5%
-1%
6%
-3%
-21%
-3%
-6%
-16%

AUTOMOCIN
Posicin
1
2
3
4
5
6
7
8
9
10

Marca

Valor 2010 ( $m)

BMW
Toyota
Honda
Mercedes
Porsche
Nissan
Ford
VW
Audi
Renault

21.816
21.769
14.303
13.736
12.021
8.607
7.039
6.994
3.624
3.260

Variacin Valor
2010 vs. 2009
-9%
-27%
-2%
-11%
-31%
-16%
19%
20%
2%
-4%

CAF
Posicin
1
2
3
4
5
6
7
8

Marca
Nescaf
Nespresso
Maxwell House
Folgers
Starbucks
Jacobs
Douwe Egberts
Carte Noire

Valor 2010 ( $m)

5.309
2.799
1.181
1.166
988
770
619
509

Variacin Valor
2010 vs. 2009
-6%
14%
-10%
-12%
17%
-23%
-15%
-16%

RESTAURACIN DE SERVICIO RPIDO

Posicin
1
2
3
4
5
6
7
8
9
10

Marca

Valor 2010 ( $m)

McDonald's
Subway
Starbucks
KFC
Pizza Hut
Tim Hortons
Wendy's
Taco Bell
Burger King
Arby's

66.005
12.032
7.502
7.147
3.363
3.236
2.491
1.835
1.767
682

Variacin Valor
2010 vs. 2009
-1%
9%
17%
6%
8%
-16%
-18%
7%
-27%
3%

INSTITUCIONES FINANCIERAS
Posicin
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20

Marca

Valor 2010 ( $m)

ICBC
Visa
HSBC
Bank of China
China Construction Bank
Wells Fargo
Santander
RBC
Bank of America
ICICI
American Express
Citi
BBVA
Chase
MasterCard
TD
Goldman Sachs
y
Barclays
US Bank
Standard Chartered

43.927
24.883
23.408
21.960
20.929
18.746
18.012
16.608
16.393
14.454
13.912
13.403
12.977
12.426
11.659
10.274
9.283
8.383
8.377
8.327

Variacin Valor
2010 vs. 2009
15%
52%
23%
4%
-8%
16%
12%
12%
6%
NA
-7%
-8%
3%
17%
57%
-7%
25%
20%
NA
1%

PLATAFORMAS DE VIDEOJUEGOS
Posicin
1
2
3
4
5
6

Marca

Valor 2010 ( $m)

Wii
Nintendo DS
Xbox 360
PlayStation 3
PSP
PlayStation 2

9.987
7.846
4.550
426
155
49

Variacin Valor
2010 vs. 2009
0,21
-0,19
-0,01
0,25
0,08
-0,58

SEGUROS
Posicin
1
2
3
4
5
6
7
8

Marca
State Farm
Allianz
AXA
Zurich
Geico
MetLife
Allstate
ING

Valor 2010 ( $m)

8.214
4.452
3.961
1.937
1.819
1.735
1.581
1.566

Variacin Valor
2010 vs. 2009
19%
-21%
7%
17%
-5%
-6%
-33%
-47%

LUJO
Posicin
1
2
3
4
5
6
7
8
9
10

Marca

Valor 2010 ( $m)

Louis Vuitton
Herms
Gucci
Chanel
Hennessy
Rolex
Mot & Chandon
Cartier
Fendi
Tiffany & Co.

19.781
8.457
7.588
5.547
5.368
4.742
4.279
3.964
3.199
2.383

Variacin Valor
2010 vs. 2009
2%
8%
2%
-11%
-1%
-14%
-12%
-19%
-8%
6%

OPERADORAS DE TELEFONA MVIL

Posicin
1
2
3
4
5
6
7
8
9
10

Marca

Valor 2010 ( $m)

China Mobile
Vodafone
Verizon Wireless
at&t
Orange
T-Mobile
NTT DoCoMo
Movistar
Telcel
O2

52.616
44.404
24.675
23.714
14.018
13.010
12.969
12.434
10.850
10.593

Variacin Valor
2010 vs. 2009
-14%
-17%
39%
18%
6%
20%
-18%
14%
NA
23%

PETROLERAS
Posicin
1
2
3
4
5
6
7
8
9
10

Marca
BP
Exxon Mobil
Shell
Petrochina
Petrobras
Chevron
Total
Gazprom
ConocoPhilips
eni

Valor 2010 ( $m)

17.283
15.476
15.112
13.935
9.675
7.254
6.986
6.350
5.347
4.566

Variacin Valor
2010 vs. 2009
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A

CUIDADO PERSONAL
Posicin
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15

Marca
Gillette
Colgate
L'Oral
Avon
Nivea
Garnier
Lancme
Dove
Oral B
Crest
Shiseido
Olay
Este Lauder
Secret
Signal

Valor 2010 ( $m)

20.663
14.224
14.129
7.293
5.624
4.955
3.960
3.564
3.501
3.071
2.617
2.590
1.979
1.717
1.481

Variacin Valor
2010 vs. 2009
-10%
15%
-6%
-16%
-14%
-5%
-7%
9%
0%
5%
9%
-10%
-7%
-8%
-9%

DISTRIBUCIN
Posicin
1
2
3
4
5
6
7
8
9
10

Marca

Valor 2010 ( $m)

Walmart
Amazon
Tesco
Carrefour
Target
eBay
Home Depot
ALDI
Auchan
Lowe's

39.421
27.459
25.741
14.980
12.148
9.328
8.971
8.747
7.848
7.008

Variacin Valor
2010 vs. 2009
-4%
29%
12%
0%
-1%
-28%
-3%
1%
N/A
10%

REFRESCOS
Posicin
1
2
3
4
5
6
7
8
9
10

Marca

Valor 2010 ( $m)

Coca-Cola
Diet Coke/Coca Cola light/Coke
Zero
Pepsi
Red Bull
Fanta
Sprite
Gatorade
Dr. Pepper
Mountain Dew
Diet Pepsi

54.523

Variacin Valor
2010 vs. 2009
2%

13.460

-6%

10.434
8.917
4.662
3.855
2.935
2.536
2.322
2.318

-18%
9%
2%
11%
22%
-9%
5%
4%

ESPIRITUOSOS
Posicin
1
2
3
4
5
6
7
8
9
10

Marca

Valor 2010 ( $m)

Smirnoff
Bacardi
Johnnie Walker
Jose Cuervo
Absolut
Jack Daniels
Baileys
Chivas
Ballantines
Gordon's Gin

4.886
3.507
2.453
1.781
1.672
1.587
1.563
1.170
717
692

Variacin Valor
2010 vs. 2009
-6%
0%
-5%
-10%
1%
-2%
-5%
9%
9%
-5%

TECNOLOGA
Posicin
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20

Marca
Google
IBM
Apple
Microsoft
HP
BlackBerry
Oracle
SAP
Cisco
Nokia
Accenture
Intel
Dell
Samsung
Baidu
Siemens
Sony
Infosys
Canon
Facebook

Valor 2010 ( $m)

114.260
86.383
83.153
76.344
39.717
30.708
24.817
24.291
16.719
14.866
14.734
14.210
11.938
11.351
9.356
9.293
7.516
6.442
5.978
5.524

Variacin Valor
2010 vs. 2009
14%
30%
32%
0%
48%
12%
16%
3%
-7%
-58%
-2%
-38%
-23%
80%
62%
-31%
20%
NA
-32%
NA

TOP 20 LAS MARCAS QUE MS CRECEN

TOP 20 - LAS QUE MS CRECEN

Posicin
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20

Marca
Samsung
Baidu
MasterCard
Next
Visa
HP
Verizon Wireless
Apple
IBM
Sony
Amazon
Goldman Sachs
HSBC
O2
Skol
Gatorade
Corona
Evian
Budweiser
T-Mobile

Crecimiento de
valor
80%
62%
57%
54%
52%
48%
39%
32%
30%
30%
29%
25%
23%
23%
22%
22%
21%
21%
20%
20%

TOP 10 POR REGIONES

TOP 10 POR REGIONES

NORTEAMRICA
Posicin
1
2
3
4
5
6
7
8
9
10

Marca
Google
IBM
Apple
Microsoft
Coca-Cola
McDonald's
Marlboro
GE
HP
Walmart

Valor de Marca
($m)
114.260
86.383
83.153
76.344
67.983
66.005
57.047
45.054
39.717
39.421

ASIA
Posicin
1
2
3
4
5
6
7
8
9
10

Marca
China Mobile
ICBC
Bank of China
Toyota
China Construction Bank
Nintendo
ICICI
Honda
PetroChina
NTT DoCoMo

Valor de Marca
($m)
52.616
43.927
21.960
21.769
20.929
17.834
14.454
14.303
13.935
12.969

EUROPA (EXCLUYENDO REINO UNIDO)

Posicin
1
2
3
4
5
6
7
8
9
10

Marca
SAP
BMW
Louis Vuitton
Santander
Carrefour
Nokia
L'Oral
Orange
Mercedes
T-Mobile

Valor de Marca
($m)
24.291
21.816
19.781
18.012
14.980
14.866
14.129
14.018
13.736
13.010

EUROPA (INCLUYENDO REINO UNIDO)

Posicin
1
2
3
4
5
6
7
8
9
10

Marca
Vodafone
Tesco
SAP
HSBC
BMW
Louis Vuitton
Santander
BP
Shell
Carrefour

Valor de Marca
($m)
44.404
25.741
24.291
23.408
21.816
19.781
18.012
17.283
15.112
14.980

REINO UNIDO
Posicin
1
2
3
4
5
6
7
8
9
10

Marca
Vodafone
Tesco
HSBC
BP
Shell
O2
Barclays
Standard Chartered
Marks & Spencer
Smirnoff

Valor de Marca
($m)
44.404
25.741
23.408
17.283
15.112
10.593
8.383
8.327
5.699
4.886