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richest brands. most expensive brand

The world's leading brands cannot afford to stand still waiting for change. Instead, they are proactive and continue to grow without concern for maintaining the status quo. What makes them leaders in their industry is that they recognize the importance of investing in branding while investing in product innovation and improvement to stay ahead of the competition.

Analysts of the consulting agency Interbrand published Global Brands Report - ranking of the most valuable brands in 2017.

It is based on three main factors:

Financial performance obtained through the sale of branded products and services.
The role the brand name plays in influencing customer choice
Customer loyalty (brand contribution to the company's future profits).

The annual Interbrand Top 100 includes only companies whose business operates on three or more continents and receives a third of their profits outside home country. Therefore, there is not a single Russian company in the list of the most expensive world brands.

Here's what the most expensive brands of 2017 look like.

The five fastest growing brands this year are the largest social network Facebook (+ 48% in value), online marketplace Amazon (+ 29%), software developer Adobe (+ 19%), Adidas concern, which produces sports equipment, clothing and footwear for sports (+17%) and one of the favorite brands of coffee lovers Starbucks (+16%).

More than half of the world's top brands operate in one of four sectors:

automotive industry (16 top 10 participants);
technologies (15 companies);
Financial services(12 brands);
and goods daily demand (9 trademarks).

The fastest growing sector in percentage terms was retail (19%), followed by sporting goods (10%), technology (8%), logistics (7%) and financial services (6%).

According to an Interbrand report, the 2017 list of the world's best brands is dominated by the United States with 52 brands in the top 100. The US is followed by Germany (10 brands) and France with its eight brands (mostly fashion and beauty): Louis Vuitton, Hermes, Axa, L'Oreal, Danone, Cartier, Dior and Moet & Chandon.

As Interbrand CEO Jez Frampton said, “The only constant is change, and we are living in one of the most exciting periods of change since the Industrial Revolution. The changes we are seeing are societal, professional, technological, economic, industrial and affect every aspect of commerce and life. In this ever-changing context, growth is becoming increasingly complex. Businesses must continually find new ways to make a brand both recognizable and relevant to a particular culture, create a platform that allows for an exciting and unique experience, as well as a means to remain relevant, meaningful and valuable. In this changing world, businesses need brands more than ever.”

Moving forward with changes in the fashion industry is a way to express yourself, an opportunity to show your status in society. Every detail in his image and environment can tell about a person: clothes and shoes, accessories and jewelry, phone, car, and so on. Even the foods you eat can tell you about people's income levels. Therefore, a lot of attention is paid to brands today, because if a person has Apple equipment, wears Chanel clothes and drives a Lamborghini, no one will say that he looks bad, or that he has low level income, right?

Meanwhile, the most expensive brands in the world are making huge fortunes on their popularity and the desire of people to be better, to look “more expensive”. Moreover, this applies not only to clothes, shoes, perfumes and jewelry, but also technology, cars, food and even software. Which companies managed to get into the ranking of the most expensive brands in the world, and how much they cost in 2017 - we will find out right now.

Briefly about what a brand is

Many people misunderstand the term “brand” as a company. In fact, the term has a different meaning. A brand is a trademark that is known in a city, region, country or around the world, from which the consumer expects to receive a certain standard of quality. It cannot be unrecognizable, on the contrary, having heard or seen something similar, a person must develop associations that are inextricably linked with a particular brand. For example, with the phrase "the holiday is coming to us" most of people will remember Coca-Cola ads. This is recognition, without which a trademark cannot be called a brand.

it form style, a whole complex of representations, consisting of a name, logo, slogan and other symbols. In general, from what in some way symbolizes the brand and emphasizes its features.

Ranking of world brands 2017: 10 most expensive in the world

For several years, the leading position in the ranking of the most expensive brands was occupied by Apple company but this year things have changed. Who would have thought - overtook her google corporation. Today, the company is valued at $109 billion, and those figures are rising steadily, while Apple is now worth $107 billion, according to analysts, a price that has fallen 27% in a year.

Meanwhile, Apple still maintains an edge in competition with tech brands such as Samsung and Huawei. But, apparently, this is not enough.

The third place in the world ranking of the most expensive brands, after Google and Apple, is occupied by Amazon - a hypermarket where you can find absolutely any goods, from car parts to baby products. The online store is followed by one of the largest US telecommunications companies - AT&T Inc. On the fifth line is the well-known corporation Microsoft, and on the sixth line is the equally popular Samsung brand. Seventh place in the ranking of the most expensive brands in the world was given to the American telecommunications company Verizon, and eighth - Walmart. Also this year, Facebook has grown well - today it is in ninth place. In a year social network rose in price by almost $ 30 billion. And, finally, the commercial bank of China ICBC is on the tenth line.

Coca-Cola is the most expensive brand of drinks

According to statistics, more than 90% of the world's population knows the Coca-Cola company. The brand has existed since 1892, supplies soft drinks in more than 200 countries of the world. This brand can be safely included in the list of the most recognizable and successful. It remains popular, even though fewer and fewer people are buying the company's products lately.

According to analysts, this is due to the desire of the world's population to lead healthy lifestyle life, which does not include carbonated drinks. "Coca-Cola" is present in the TOP-100 expensive brands in the world. The brand occupies 83rd place - its value is 58.5 billion dollars.

"Drive your dream" - the most expensive car brand

By the slogan, you can guess that we are talking about the Toyota brand. The Japanese automaker has for many years been considered the most prestigious trademark in the world, cars produced under this brand drive on the roads of almost all countries. In 2007, Toyota broke the sales record set by General Motors.

During the year, the estimated value of Toyota increased from 43 to 46.3 billion dollars. It is becoming increasingly difficult for companies to maintain a leading position, as competition increases, and the "Japanese" are increasingly being forced out by the United States and Germany. For comparison, in second place in the ranking of the most expensive brands in the world is BMW, worth $37.1 billion, and in third, of course, is Mercedes-Benz. Its price is $35.5 billion. The following places are in the TOP 10 most expensive automotive brands distributed around the world as follows:

Also in the TOP-100 of expensive car brands you can see Ferrari, Kia, and Hyundai.

Fastest Growing Brands This Year

In the ranking of the TOP-100 expensive brands in the world, several trademarks stood out for their rapid growth. First of all, I would like to note the Chinese brand Tencent, and specifically social platform WeChat - an increase of +27%, the total value today is 108.3 billion dollars. But the sports brand Adidas stood out even more. The price for it rose to $8.3 bn - an increase of +58%.

The most expensive brands of equipment

Samsung Electronics occupies a leading position in the global electronics market. In addition, the brand is one of the fastest growing. The South Korean company produces a wide variety of equipment: digital TVs, memory cards, monitors and much more. Samsung is also one of the most popular phone brands, second only to Apple.

In second place is the Dutch brand Philips. Like Samsung, Philips offers consumers a wide variety of products ranging from household appliances and ending with medical equipment. And the third place in the ranking was given to the Tefal trademark. In addition, the TOP-100 includes the brand HP and Siemens. By the way, this year HP "fell" by almost 20%.

We are what we eat - the most expensive food brands

Leader Food Industry- McDonald's. Fast food is valued at $97.7 billion this year. After it, the TOP-100 includes such fast food restaurant chains:

Starbucks ($29.3 billion);
Subway ($22.5 billion);
KFS ($12.6 billion).

Now about food brands. In addition to Coca-Cola, PepsiCo ($20.4 billion), Nescafe ($12.6 billion), Nestle ($8.7 billion) and Danone ($9.3 billion) are among the top 100 food industry brands.

Other popular brands included in the TOP 100 most expensive

Huawei has a good performance - this year it is in 88th place. Disney is far from the last position - an increase of 11% increased the brand value to 43.9 billion dollars.

In the third ten there are brands whose name is known in Russia. These are Visa ($19.2 billion) and American Express ($24.3 billion) offering financial services, as well as technology - Cisco ($28.4 billion) and Oracle ($28 billion).

From brands that produce alcoholic products, beer maker Budweiser ($23.4 billion) can be singled out, among non-alcoholic drinks - Red Bull ($11.5 billion). Marlboro is the most valuable tobacco brand at $21.9 billion.

Rating of the most expensive fashion brands in the world 2017

What about fashion brands? Of course, only a few brands are included in the TOP 100 most expensive in the world, but it would be interesting to get acquainted with this list.

The first place was given to Louis Vuitton - for its well-known name, the brand is valued at 28.1 billion US dollars. Louis Vuitton also produces clothing, and now the company's management is trying to do everything to make it available to people with an average income level. However, it is not clothes that are most popular, but luxury bags and accessories for tourism.
Nike takes an honorable second place, and is valued at $ 26.3 billion. Today, more and more people prefer to lead a healthy lifestyle, and it is impossible to imagine it without sports. Nike has skyrocketed to the top and in 2017 is considered the most valuable and popular sports brand in the world.
H&M, valued at $15.3 billion, is third for uniqueness, high Swedish quality and fit. fashion trends. The clothes and shoes of this company, although not considered the most expensive, have other, more important characteristics. Exactly high quality, as well as a large coverage of the territory (the goods are delivered to many countries of the world) provides it with a stable profit.
Gucci was priced even cheaper - at $12.4 billion, so it is in fourth place today.
Hermes - brand value is 10.6 billion dollars. The company that produces shoes and accessories under this brand has its own crocodile farm, from where they supply alligator skin for the manufacture of products. By the way, if we consider unit prices, Hermes will also be in the lead - you can imagine how much such works of art cost.

Are there any Russian brands in the TOP-100 of 2017, and which country is the leader?

The ranking of the most expensive brands in the world, compiled in 2017, does not include a single Russian trademark. According to Interbrand Corp., the leader in the number of brands included in the TOP-100 is the USA - 51 companies. It is followed by Germany (9 brands), France (8 companies) and China (2 brands).

It will be interesting to know that the total value of the TOP 100 most expensive trademarks in the world is more than 3 trillion dollars. Compared to last year, the cost increased by 3%.

Forbes magazine released its annual review of the world's most valuable brands in 2016. What makes one brand more valuable than another? According to David Raibsteen, professor of marketing and branding at the Wharton School of Pennsylvania, it's all about consumer perception. If customers are willing to pay a higher price for a particular brand, or prefer that particular brand, it adds value to the brand.

Here are the top 10 most expensive brand names in the world, topping the rankings.

10 General Electric

Estimated at 36.7 billion dollars.

One of the most expensive and oldest brands on the list. It was founded on April 15, 1892 - 124 years ago. General Electric now has interests in a variety of industries: oil and gas, healthcare, aviation, transportation, energy management, software development, financial services, wind turbines, electric motors, weapons, household appliances, mechanical engineering and pharmaceuticals.

9. McDonald's

Worth 39.1 billion dollars.

The only global food franchise. Representative offices of the company are located in almost all major cities of the world. McDonald's is engaging kids in every possible way with children's menus and toys, special playgrounds, small bonuses, because they understand that children will bring their parents to the poppy.

8.Disney

The brand value is 39.5 billion dollars.

Surely you at least once watched the film of this company, or played with toys produced by it, or visited Disneyland. Disney is about wonderful childhood memories that you want to pass on to the next generation.

7. IBM

Estimated at 41.4 billion dollars.

One of the most recognizable companies in the technology sector. Its full name is International Business Machines Corporation. IBM is currently engaged in computer software, hardware, IT services and IT consulting.

6.Toyota

The brand value is 42.1 billion dollars.

As of February 2016, it is the 13th largest company in the world. In addition to automobiles, Toyota is engaged in banking, leasing and financing. It is also the first company to produce more than ten million annually.

5. Facebook

The cost is 52.6 billion dollars.

Demonstrates a stunning increase in the value of the brand name (44%). The average user spends 50 minutes a day browsing Facebook. That's more time than the average person spends reading (19 minutes), exercising or playing sports (17 minutes), and socializing (4 minutes) combined.

4. Coca Cola

The brand value is 58.5 billion dollars.

The headache remedy called Coca-Cola was created by pharmacist John Pemberton in 1865. Asa Griggs Candler later bought the rights to it and introduced Coca-Cola (already as a soft drink) to the world on May 8, 1886. Until now, the formula of this drink is kept secret.

3.Microsoft

Brand value - $75.2 billion

Microsoft has been able to increase its prestige in the eyes of customers with a host of new products including Windows 10, Surface Pro 4 and Surface Book. The tech giant has invested heavily in its cloud services, which are fast becoming its biggest money provider, and has expanded its retail strategy by opening a flagship store in New York in 2015.

The financial and economic magazine Forbes in 2013 published a list of the 100 most expensive brands in the world. Most of them are known to a wide audience, but there are also those that few people have heard of, at least some of us did not know about them.

1 Apple

American corporation, manufacturer of personal and tablet computers, audio players, phones, software.

2.Microsoft Corporation

One of the largest multinational companies producing proprietary software for various kinds computer science- personal computers, game consoles, PDA, mobile phones and others.

3. Google

The largest search engine on the Internet

4. The Coca-Cola Company

American food company, the world's largest manufacturer and supplier of concentrates, syrups and soft drinks.

5. IBM

A multinational corporation headquartered in Armonk, New York (USA), one of the world's largest manufacturers and suppliers of hardware and software, as well as IT services and consulting services.

6. McDonald's Corporation

American corporation, the world's largest chain of fast food restaurants

7. General Electric

American diversified corporation, manufacturer of many types of equipment, including locomotives, power plants(including nuclear reactors), gas turbines, aircraft engines, medical equipment, household and lighting equipment, plastics and sealants.

8.Intel Corporation

An American corporation producing a wide range of electronic devices and computer components, including microprocessors, system logic sets, etc. Headquartered in Santa Clara, California, USA.

9. Samsung Group

An industrial concern, one of the largest chaebols in South Korea, founded in 1938.

10 Louis Vuitton

French fashion house specializing in the production of suitcases and bags, fashionable clothes and luxury accessories under the eponymous brand.

11. BMW

German manufacturer of cars, motorcycles, engines and bicycles.

12.Cisco Systems

American multinational company that develops and sells network equipment.

13.Oracle

American corporation, the world's largest developer of software for organizations, major supplier server hardware.

14. Toyota Motor Corporation

The largest Japanese automotive corporation, which also provides financial services and has several additional lines of business.

15. AT&T Inc.

One of the largest US telecommunications companies and one of the largest media conglomerates.

16. Mercedes-Benz

Trademark cars premium class, trucks, buses and other Vehicle German automaker Daimler AG.

17. The Walt Disney Company

One of the largest entertainment financial conglomerates in the world.

18 Wal-Mart Stores

American retailer operating the world's largest retail chain operating under the Walmart brand.

19. Budweiser

Brand of beer.

20 Honda Motor Co.,Ltd

An international industrial company known primarily as a manufacturer of automobiles and motorcycles.

21. SAP AG

German company, manufacturer of software for organizations.

22 Verizon Communications

American telecommunications company, one of the largest in the United States and worldwide.

23. Gillette

Manufacturer of shaving accessories.

24. Nike

American company, world famous manufacturer sportswear and shoes.

25. PepsiCo

American food company.

26. American Express

American financial company.

27. Nescafe

Nestlé's largest brand of instant coffee in the world.

28. L'Oreal

French company, world market leader in perfumery and cosmetics.

29. Marlboro

A brand of cigarettes manufactured by Philip Morris International since 1924.

30. H&M

H&M is a Swedish company, the largest in Europe retail network clothing trade.

31 HP

Hewlett-Packard is a major American company in the information technologies, a supplier of hardware and software for organizations and individual consumers.

32. HSBC

HSBC Holdings plc, the HSBC bank, is one of the largest financial conglomerates in the world.

33. Amazon

Amazon.com Inc. is an American company, the largest in the world in terms of turnover selling goods and services via the Internet and one of the first Internet services focused on the sale of real consumer goods.

34. Visa

An American multinational company providing payment transaction services.

35.Siemens

German transnational concern operating in the field of electrical engineering, electronics, power equipment, transport, medical equipment and lighting, as well as specialized services in various areas of industry, transport and communications.

36. Facebook

37.ESPN

American cable sports television channel.

38. Gucci

Italian fashion house and fashion brand.

41. IKEA

Dutch company, owner of one of the world's largest retail chains selling furniture and household goods.

42.Danone

French company, a well-known manufacturer of dairy products and other food products.

43.Audi

German automotive company within the Volkswagen Group, specializing in the production of cars under the Audi brand.

44. Ford

American automobile manufacturer, manufacturer of cars under the Ford brand.

49. Accenture

Consulting company providing consulting services to organizations in the areas of strategic planning, optimization and organization of business process outsourcing, customer relationship management, management logistics processes, personnel management, introduction of information technologies.

50. Thomson Reuters

A media company formed from the April 2008 acquisition of Reuters by Thomson Media Corporation.