Apple, Google y Amazon son las tres marcas más valiosas del mundo, según el informe Best Global Brands 2018, publicado por la consultora estratégica de marca Interbrand. La 19ª edición del informe tiene como temática principal Activating Brave y examina el papel que la fortaleza de marca juega en la transformación de las empresas líderes. Este año, hay dos nuevas entradas en la lista y tres reincorporaciones. Entran por primera vez Spotify (#92) y Subaru (#100), con valores de marca de 5.176 y 4.214 millones de dólares, respectivamente. Chanel, luego de 8 ediciones vuelve a estar dentro del ranking en la posición #23. Hennessy, que también estuvo fuera del ranking por 8 años, regresa en el lugar #98 y Nintendo al #99, luego de 3 años de ausencia.
“Una década después de la crisis financiera mundial, las marcas que crecen más rápido son aquellas que entienden intuitivamente a sus consumidores y emprenden movimientos valientes y emblemáticos de una forma atractiva e innovadora para encantarlos y aportarles valor a través de estas nuevas fórmulas”, señaló el CEO Global de Interbrand, Charles Trevail.
Por sexto año consecutivo, Apple y Google ocupan las primeras posiciones. El valor de Apple se incrementó un 16%, alcanzando los 214.480 millones de dólares, mientras que el de Google creció un 10%, hasta los 155.506 millones de dólares. Amazon escala a la tercera posición después de un aumento del 56% en su valor de marca, que alcanza los 100.764 millones de dólares. La marca liderada por Jeff Bezos se convierte en la tercera marca mundial en superar el hito de los 100.000 millones.
Tras Apple, Google y Amazon, siguen Microsoft (#4, 92.715 millones de dólares), Coca-Cola (#5, 66.341 millones de dólares), Samsung (#6, 59.890 millones de dólares), Toyota (#7, 53.404 millones de dólares), Mercedes-Benz (#8, 48.601 millones de dólares), Facebook (#9, 45.168 millones de dólares) y McDonald’s (#10, 43.417 millones de dólares), que regresa al Top 10 tres años después.
El Top 5 Growing Brands (las cinco marcas que más crecieron) son: Amazon (56%), Netflix (45%), Gucci (30%), Salesforce.com (23%) y Louis Vuitton (23%). Después de cinco años como Top Growing Brand, el valor de Facebook desciende un 6%.
“Una vez más, queda demostrado los beneficios económicos que genera una buena gestión de marca, sobre todo en entornos cambiantes como los que estamos viviendo a nivel global. En la Argentina no estamos exentos a las mismas reglas. Centrarnos en las necesidades de nuestros clientes a través de una propuesta de valor auténtica, diferenciadora y relevante es el camino para sostener el valor de nuestras marcas y, por ende, nuestros negocios”, comentó Máximo Rainuzzo, Presidente de Interbrand Cono Sur.
Más de la mitad de las 100 Best Global Brands pertenecen a cinco sectores: Automotriz (16), Tecnología (13), Servicios Financieros (12), Lujo (9) y Consumo Masivo (9). El sector del Lujo lidera el crecimiento en términos porcentuales (42%), reemplazando a retail, que ahora es el segundo, y continúa su impresionante crecimiento (36%), seguido de los sectores de Electrónica (20%), Productos Deportivos (13%) y Servicios Financieros (10%).
La suma total del valor de las 100 marcas más valiosas alcanza los 2.015.312 millones de dólares, un 7,7% más que en 2017. Se supera, por primera vez en la historia de Best Global Brands, la barrera de los 2 billones de dólares.
|
Rank
2018
|
Rank
2017
|
Brand
|
Sector
|
Brand Value ($m)
2018
|
Brand Value ($m)
2017
|
%
Change
|
|
1
|
1
|
Apple
|
Technology
|
214,480
|
184,154
|
16%
|
|
2
|
2
|
Google
|
Technology
|
155,506
|
141,703
|
10%
|
|
3
|
5
|
Amazon
|
Retail
|
100,764
|
64,796
|
56%
|
|
4
|
3
|
Microsoft
|
Technology
|
92,715
|
79,999
|
16%
|
|
5
|
4
|
Coca-Cola
|
Beverages
|
66,341
|
69,733
|
-5%
|
|
6
|
6
|
Samsung
|
Technology
|
59,890
|
56,249
|
6%
|
|
7
|
7
|
Toyota
|
Automotive
|
53,404
|
50,291
|
6%
|
|
8
|
9
|
Mercedes-Benz
|
Automotive
|
48,601
|
47,829
|
2%
|
|
9
|
8
|
Facebook
|
Technology
|
45,168
|
48,188
|
-6%
|
|
10
|
12
|
McDonald’s
|
Restaurants
|
43,417
|
41,533
|
5%
|
|
11
|
15
|
Intel
|
Technology
|
43,293
|
39,459
|
10%
|
|
12
|
10
|
IBM
|
Business Services
|
42,972
|
46,829
|
-8%
|
|
13
|
13
|
BMW
|
Automotive
|
41,006
|
41,521
|
-1%
|
|
14
|
14
|
Disney
|
Media
|
39,874
|
40,772
|
-2%
|
|
15
|
16
|
Cisco
|
Technology
|
34,575
|
31,930
|
8%
|
|
16
|
11
|
GE
|
Diversified
|
32,757
|
44,208
|
-26%
|
|
17
|
18
|
Nike
|
Sporting Goods
|
30,120
|
27,021
|
11%
|
|
18
|
19
|
Louis Vuitton
|
Luxury
|
28,152
|
22,919
|
23%
|
|
19
|
17
|
Oracle
|
Technology
|
26,133
|
27,466
|
-5%
|
|
20
|
20
|
Honda
|
Automotive
|
23,682
|
22,696
|
4%
|
|
21
|
21
|
SAP
|
Technology
|
22,885
|
22,635
|
1%
|
|
22
|
22
|
Pepsi
|
Beverages
|
20,798
|
20,491
|
2%
|
|
23
|
NEW
|
Chanel
|
Luxury
|
20,005
|
NEW
|
NEW
|
|
24
|
27
|
American Express
|
Financial Services
|
19,139
|
17,787
|
8%
|
|
25
|
24
|
Zara
|
Apparel
|
17,712
|
18,573
|
-5%
|
|
26
|
30
|
J.P. Morgan
|
Financial Services
|
17,567
|
15,749
|
12%
|
|
27
|
25
|
Ikea
|
Retail
|
17,458
|
18,472
|
-5%
|
|
28
|
26
|
Gillette
|
FMCG
|
16,864
|
18,200
|
-7%
|
|
29
|
29
|
UPS
|
Logistics
|
16,849
|
16,387
|
3%
|
|
30
|
23
|
H&M
|
Apparel
|
16,826
|
20,488
|
-18%
|
|
31
|
28
|
Pampers
|
FMCG
|
16,617
|
16,416
|
1%
|
|
32
|
32
|
Hermès
|
Luxury
|
16,372
|
14,210
|
15%
|
|
33
|
31
|
Budweiser
|
Alcohol
|
15,627
|
15,375
|
2%
|
|
34
|
37
|
Accenture
|
Business Services
|
14,214
|
12,471
|
14%
|
|
35
|
33
|
Ford
|
Automotive
|
13,995
|
13,643
|
3%
|
|
36
|
35
|
Hyundai
|
Automotive
|
13,535
|
13,193
|
3%
|
|
37
|
36
|
Nescafé
|
Beverages
|
13,053
|
12,661
|
3%
|
|
38
|
34
|
ebay
|
Retail
|
13,017
|
13,224
|
-2%
|
|
39
|
51
|
Gucci
|
Luxury
|
12,942
|
9,969
|
30%
|
|
40
|
39
|
Nissan
|
Automotive
|
12,213
|
11,534
|
6%
|
|
41
|
40
|
Volkswagen
|
Automotive
|
12,201
|
11,522
|
6%
|
|
42
|
38
|
Audi
|
Automotive
|
12,187
|
12,023
|
1%
|
|
43
|
41
|
Philips
|
Electronics
|
12,104
|
11,519
|
5%
|
|
44
|
44
|
Goldman Sachs
|
Financial Services
|
11,769
|
10,864
|
8%
|
|
45
|
46
|
Citi
|
Financial Services
|
11,577
|
10,599
|
9%
|
|
46
|
47
|
HSBC
|
Financial Services
|
11,208
|
10,534
|
6%
|
|
47
|
42
|
AXA
|
Financial Services
|
11,118
|
11,073
|
0%
|
|
48
|
45
|
L’Oréal
|
FMCG
|
11,102
|
10,674
|
4%
|
|
49
|
49
|
Allianz
|
Financial Services
|
10,821
|
10,059
|
8%
|
|
50
|
55
|
adidas
|
Sporting Goods
|
10,772
|
9,216
|
17%
|
|
51
|
56
|
Adobe
|
Technology
|
10,748
|
9,060
|
19%
|
|
52
|
48
|
Porsche
|
Automotive
|
10,707
|
10,129
|
6%
|
|
53
|
43
|
Kellogg’s
|
FMCG
|
10,634
|
10,972
|
-3%
|
|
54
|
53
|
HP
|
Technology
|
10,433
|
9,541
|
9%
|
|
55
|
52
|
Canon
|
Electronics
|
10,380
|
9,788
|
6%
|
|
56
|
50
|
Siemens
|
Diversified
|
10,132
|
9,982
|
1%
|
|
57
|
60
|
Starbucks
|
Restaurants
|
9,615
|
8,704
|
10%
|
|
58
|
54
|
Danone
|
FMCG
|
9,533
|
9,322
|
2%
|
|
59
|
61
|
Sony
|
Electronics
|
9,316
|
8,474
|
10%
|
|
60
|
58
|
3M
|
Diversified
|
9,104
|
8,947
|
2%
|
|
61
|
64
|
Visa
|
Financial Services
|
9,021
|
7,815
|
15%
|
|
62
|
59
|
Nestlé
|
FMCG
|
8,938
|
8,728
|
2%
|
|
63
|
63
|
Morgan Stanley
|
Financial Services
|
8,802
|
8,205
|
7%
|
|
64
|
62
|
Colgate
|
FMCG
|
8,659
|
8,325
|
4%
|
|
65
|
57
|
Hewlett Packard Enterprise
|
Technology
|
8,157
|
8,951
|
-9%
|
|
66
|
78
|
Netflix
|
Media
|
8,111
|
5,592
|
45%
|
|
67
|
65
|
Cartier
|
Luxury
|
7,646
|
7,547
|
1%
|
|
68
|
70
|
Huawei
|
Technology
|
7,578
|
6,676
|
14%
|
|
69
|
68
|
Santander
|
Financial Services
|
7,547
|
6,702
|
13%
|
|
70
|
71
|
MasterCard
|
Financial Services
|
7,545
|
6,350
|
19%
|
|
71
|
69
|
Kia
|
Automotive
|
6,925
|
6,683
|
4%
|
|
72
|
72
|
FedEx
|
Logistics
|
6,890
|
6,255
|
10%
|
|
73
|
80
|
PayPal
|
Financial Services
|
6,621
|
5,408
|
22%
|
|
74
|
67
|
Lego
|
FMCG
|
6,533
|
7,024
|
-7%
|
|
75
|
84
|
Salesforce.com
|
Business Services
|
6,432
|
5,224
|
23%
|
|
76
|
75
|
Panasonic
|
Electronics
|
6,293
|
5,983
|
5%
|
|
77
|
74
|
Johnson & Johnson
|
FMCG
|
6,231
|
6,041
|
3%
|
|
78
|
73
|
Land Rover
|
Automotive
|
6,221
|
6,095
|
2%
|
|
79
|
76
|
DHL
|
Logistics
|
5,881
|
5,715
|
3%
|
|
80
|
88
|
Ferrari
|
Automotive
|
5,760
|
4,876
|
18%
|
|
81
|
79
|
Discovery
|
Media
|
5,755
|
5,411
|
6%
|
|
82
|
89
|
Caterpillar
|
Diversified
|
5,730
|
4,868
|
18%
|
|
83
|
81
|
Tiffany & Co.
|
Luxury
|
5,642
|
5,394
|
5%
|
|
84
|
82
|
Jack Daniel’s
|
Alcohol
|
5,641
|
5,332
|
6%
|
|
85
|
93
|
Corona
|
Alcohol
|
5,517
|
4,776
|
16%
|
|
86
|
83
|
KFC
|
Restaurants
|
5,481
|
5,313
|
3%
|
|
87
|
85
|
Heineken
|
Alcohol
|
5,393
|
5,181
|
4%
|
|
88
|
92
|
John Deere
|
Diversified
|
5,375
|
4,783
|
12%
|
|
89
|
91
|
Shell
|
Energy
|
5,276
|
4,823
|
9%
|
|
90
|
87
|
Mini
|
Automotive
|
5,254
|
5,114
|
3%
|
|
91
|
95
|
Dior
|
Luxury
|
5,223
|
4,587
|
14%
|
|
92
|
NEW
|
Spotify
|
Media
|
5,176
|
NEW
|
NEW
|
|
93
|
77
|
Harley-Davidson
|
Automotive
|
5,161
|
5,671
|
-9%
|
|
94
|
86
|
Burberry
|
Luxury
|
4,989
|
5,135
|
-3%
|
|
95
|
94
|
Prada
|
Luxury
|
4,812
|
4,716
|
2%
|
|
96
|
90
|
Sprite
|
Beverages
|
4,733
|
4,842
|
-2%
|
|
97
|
96
|
Johnnie Walker
|
Alcohol
|
4,731
|
4,405
|
7%
|
|
98
|
NEW
|
Hennessy
|
Alcohol
|
4,722
|
NEW
|
NEW
|
|
99
|
NEW
|
Nintendo
|
Electronics
|
4,696
|
NEW
|
NEW
|
|
100
|
NEW
|
Subaru
|
Automotive
|
4,214
|
NEW
|
NEW
|
Top Growing Brands
|
Rank
2018
|
Rank
2017
|
Brand
|
Sector
|
Brand Value ($m)
2018
|
Brand Value ($m)
2017
|
%
Change
|
|
3
|
5
|
Amazon
|
Retail
|
100,764
|
64,796
|
56%
|
|
66
|
78
|
Netflix
|
Media
|
8,111
|
5,592
|
45%
|
|
39
|
51
|
Gucci
|
Luxury
|
12,942
|
9,969
|
30%
|
|
75
|
84
|
Salesforce.com
|
Business Services
|
6,432
|
5,224
|
23%
|
|
18
|
19
|
Louis Vuitton
|
Luxury
|
28,152
|
22,919
|
23%
|
New Entrants and Re-Entrants
|
Rank
2018
|
Rank
2017
|
Brand
|
Sector
|
Brand Value ($m)
2018
|
Brand Value ($m)
2017
|
%
Change
|
|
23
|
NEW
|
Chanel
|
Luxury
|
20,005
|
NEW
|
NEW
|
|
92
|
NEW
|
Spotify
|
Media
|
5,176
|
NEW
|
NEW
|
|
98
|
NEW
|
Hennessy
|
Alcohol
|
4,722
|
NEW
|
NEW
|
|
99
|
NEW
|
Nintendo
|
Electronics
|
4,696
|
NEW
|
NEW
|
|
100
|
NEW
|
Subaru
|
Automotive
|
4,214
|
NEW
|
NEW
|
Decliners
|
Rank
2018
|
Rank
2017
|
Brand
|
Sector
|
Brand Value ($m)
2018
|
Brand Value ($m)
2017
|
%
Change
|
|
16
|
11
|
GE
|
Diversified
|
32,757
|
44,208
|
-26%
|
|
30
|
23
|
H&M
|
Apparel
|
16,826
|
20,488
|
-18%
|
|
93
|
77
|
Harley-Davidson
|
Automotive
|
5,161
|
5,671
|
-9%
|
|
65
|
57
|
Hewlett Packard Enterprise
|
Technology
|
8,157
|
8,951
|
-9%
|
|
12
|
10
|
IBM
|
Business Services
|
42,972
|
46,829
|
-8%
|
Technology Brands
|
Rank
2018
|
Rank
2017
|
Brand
|
Sector
|
Brand Value ($m)
2018
|
Brand Value ($m)
2017
|
%
Change
|
|
1
|
1
|
Apple
|
Technology
|
214,480
|
184,154
|
16%
|
|
2
|
2
|
Google
|
Technology
|
155,506
|
141,703
|
10%
|
|
4
|
3
|
Microsoft
|
Technology
|
92,715
|
79,999
|
16%
|
|
6
|
6
|
Samsung
|
Technology
|
59,890
|
56,249
|
6%
|
|
9
|
8
|
Facebook
|
Technology
|
45,168
|
48,188
|
-6%
|
|
11
|
15
|
Intel
|
Technology
|
43,293
|
39,459
|
10%
|
|
15
|
16
|
Cisco
|
Technology
|
34,575
|
31,930
|
8%
|
|
19
|
17
|
Oracle
|
Technology
|
26,133
|
27,466
|
-5%
|
|
21
|
21
|
SAP
|
Technology
|
22,885
|
22,635
|
1%
|
|
51
|
56
|
Adobe
|
Technology
|
10,748
|
9,060
|
19%
|
|
54
|
53
|
HP
|
Technology
|
10,433
|
9,541
|
9%
|
|
65
|
57
|
Hewlett Packard Enterprise
|
Technology
|
8,157
|
8,951
|
-9%
|
|
68
|
70
|
Huawei
|
Technology
|
7,578
|
6,676
|
14%
|
Luxury Brands
|
Rank
2018
|
Rank
2017
|
Brand
|
Sector
|
Brand Value ($m)
2018
|
Brand Value ($m)
2017
|
%
Change
|
|
18
|
19
|
Louis Vuitton
|
Luxury
|
28,152
|
22,919
|
23%
|
|
23
|
NEW
|
Chanel
|
Luxury
|
20,005
|
NEW
|
NEW
|
|
32
|
32
|
Hermès
|
Luxury
|
16,372
|
14,210
|
15%
|
|
39
|
51
|
Gucci
|
Luxury
|
12,942
|
9,969
|
30%
|
|
67
|
65
|
Cartier
|
Luxury
|
7,646
|
7,547
|
1%
|
|
83
|
81
|
Tiffany & Co.
|
Luxury
|
5,642
|
5,394
|
5%
|
|
91
|
95
|
Dior
|
Luxury
|
5,223
|
4,587
|
14%
|
|
94
|
86
|
Burberry
|
Luxury
|
4,989
|
5,135
|
-3%
|
|
95
|
94
|
Prada
|
Luxury
|
4,812
|
4,716
|
2%
|
Automotive Brands
|
Rank
2018
|
Rank
2017
|
Brand
|
Sector
|
Brand Value ($m)
2018
|
Brand Value ($m)
2017
|
%
Change
|
|
7
|
7
|
Toyota
|
Automotive
|
53,404
|
50,291
|
6%
|
|
8
|
9
|
Mercedes-Benz
|
Automotive
|
48,601
|
47,829
|
2%
|
|
13
|
13
|
BMW
|
Automotive
|
41,006
|
41,521
|
-1%
|
|
20
|
20
|
Honda
|
Automotive
|
23,682
|
22,696
|
4%
|
|
35
|
33
|
Ford
|
Automotive
|
13,995
|
13,643
|
3%
|
|
36
|
35
|
Hyundai
|
Automotive
|
13,535
|
13,193
|
3%
|
|
40
|
39
|
Nissan
|
Automotive
|
12,213
|
11,534
|
6%
|
|
41
|
40
|
Volkswagen
|
Automotive
|
12,201
|
11,522
|
6%
|
|
42
|
38
|
Audi
|
Automotive
|
12,187
|
12,023
|
1%
|
|
52
|
48
|
Porsche
|
Automotive
|
10,707
|
10,129
|
6%
|
|
71
|
69
|
Kia
|
Automotive
|
6,925
|
6,683
|
4%
|
|
78
|
73
|
Land Rover
|
Automotive
|
6,221
|
6,095
|
2%
|
|
80
|
88
|
Ferrari
|
Automotive
|
5,760
|
4,876
|
18%
|
|
90
|
87
|
Mini
|
Automotive
|
5,254
|
5,114
|
3%
|
|
93
|
77
|
Harley-Davidson
|
Automotive
|
5,161
|
5,671
|
-9%
|
|
100
|
NEW
|
Subaru
|
Automotive
|
4,214
|
NEW
|
NEW
|
