Sunday, November 16, 2014

brand value/revenue






data: http://www.forbes.com/powerful-brands/list/



아래는 매출대비 브랜드가치가 낮은 기업순으로 나열.
정유, 금융, 자동차, it H/W의 브랜드가치가 특히 낮다.



brand Brand Value ($bil) Brand Revenue ($bil) value/revenue %
Exxon Mobil 6.9 390.2 1.8
Shell 8.3 451.2 1.8
Allianz 7.0 135.0 5.2
Volkswagen 8.9 144.7 6.2
Citi 6.0 92.5 6.5
Boeing 6.0 86.6 6.9
Wal-Mart 23.3 304.4 7.7
Ford 11.1 142.6 7.8
Nissan 8.0 98.5 8.1
Bank of America 7.4 79.5 9.3
Dell 5.8 57.2 10.1
Chevrolet 8.6 82.5 10.4
Wells Fargo 10.1 88.1 11.5
Chase 6.5 53.0 12.3
Hewlett-Packard 14.2 112.3 12.6
Siemens 13.0 101.2 12.8
Santander 6.8 50.8 13.4
FedEx 6.6 45.6 14.5
Home Depot 11.8 78.8 15.0
Hyundai 7.8 52.0 15.0
Goldman Sachs 6.2 40.9 15.2
HSBC 15.3 98.4 15.5
Caterpillar 8.8 55.7 15.8
KIA Motors 6.9 43.6 15.8
Samsung 35.0 209.6 16.7
Toyota 31.3 182.2 17.2
RBC 6.6 37.6 17.6
Ericsson 6.2 34.8 17.8
Verizon 21.6 120.6 17.9
John Deere 7.2 37.8 19.0
AT&T 24.9 128.8 19.3
UPS 11.1 55.5 20.0
Honda 23.2 115.5 20.1
J.P. Morgan 9.3 45.5 20.4
Audi 12.7 60.3 21.1
Canon 8.1 37.3 21.7
Philips 7.2 31.1 23.2
Mercedes-Benz 23.8 98.0 24.3
Amazon.com 21.4 73.0 29.3
General Electric 37.1 126.0 29.4
Accenture 10.5 31.9 32.9
IKEA 12.5 37.9 33.0
Porsche 6.4 19.1 33.5
Subway 6.6 18.8 35.1
BMW 28.8 81.3 35.4
Lexus 7.7 18.7 41.2
McDonald's 39.9 89.1 44.8
IBM 47.9 99.8 48.0
Intel 28.0 52.7 53.1
Adidas 7.9 14.7 53.7
American Express 20.7 34.9 59.3
Cisco 28.0 47.1 59.4
Starbucks 8.7 14.5 60.0
Oracle 25.8 38.3 67.4
Zara 10.1 14.4 70.1
Microsoft 63.0 86.7 72.7
Apple 124.2 170.9 72.7
Marlboro 17.4 23.2 75.0
Danone 11.0 13.9 79.1
Fox 10.7 13.0 82.3
NIKE 22.1 26.1 84.7
H&M 16.8 19.7 85.3
Ralph Lauren 6.6 6.9 95.7
Pampers 10.3 10.6 97.2
SAP 20.7 21.1 98.1
MasterCard 8.7 8.3 104.8
Frito-Lay 12.1 11.3 107.1
Nestle 12.1 11.2 108.0
Google 56.6 51.4 110.1
Heineken 6.7 6.0 111.7
Red Bull 7.5 6.7 111.9
Disney 27.4 23.6 116.1
Kellogg's 8.3 7.1 116.9
Thomson Reuters 8.7 7.1 122.5
Kraft 8.9 7.1 125.4
Ebay 9.1 7.0 130.0
Cartier 8.5 6.5 130.8
Heinz 6.0 4.5 133.3
Visa 16.0 11.8 135.6
LEGO 6.2 4.5 137.8
ESPN 14.8 10.5 141.0
Lancome 6.3 4.4 143.2
Pepsi 18.9 12.8 147.7
Chanel 7.0 4.7 148.9
L'Oréal 16.6 11.1 149.5
Rolex 7.7 4.7 163.8
Burberry 6.1 3.7 164.9
Sprite 6.1 3.6 169.4
Nescafe 17.8 10.5 169.5
MTV 5.8 3.3 175.8
Coach 8.8 4.8 183.3
Prada 8.0 3.9 205.1
Colgate 8.4 4.0 210.0
Budweiser 21.4 10.0 214.0
Hermès 10.8 5.0 216.0
Coca-Cola 56.1 23.8 235.7
Gillette 19.1 8.0 238.8
Gucci 12.5 4.7 266.0
Facebook 23.7 7.8 303.8
Louis Vuitton 29.9 9.7 308.2









https://www.millwardbrown.com/brandz/2014/Top100/Docs/2014_BrandZ_Top100_Chart.pdf


google, facebook
visa, master, amex
tendent, baidu

alibaba missing



http://www.economist.com/news/business/21614150-brands-are-most-valuable-assets-many-companies-possess-no-one-agrees-how-much-they

http://www.economist.com/blogs/graphicdetail/2014/09/daily-chart-4