D’après le dernier classement d’ Interbrand, Apple, valorisé 98,316 milliards de dollars s’est classé en tête des marques mondiales, devançant Google et Coca-Cola.
Coca Cola occupait la tête du classement depuis 13 ans. En 2000, Apple était classé à la 36ème position avec une valeur de 6 milliards de dollars.
Interbrand établi son classement d’après trois critères : la performance financière de la société, le rôle de la marque dans le choix des consommateurs et sa capacité à afficher un prix premium.
L’ère des marques Techno
Sur les dix premières marques du classement sept sont des marques technologiques.
La technologie est également le premier secteur représenté sur l’ensemble du classement Interbrands en termes de valeur avec un total de 443,15 milliards de dollars.
Amazon, en hausse de 27% occupe la 19 ème place du classement. Facebook en hausse de 47% s’affiche en 52ème position.
| 2013 RANK |
2012 RANK |
BRAND | SECTOR | 2013 BRAND VALUE (USD $billion) |
% CHANGE IN BRAND VALUE |
| 1 | 2 | Apple | Technology | 98.316 | 28% |
| 2 | 4 | Technology | 93.291 | 34% | |
| 3 | 1 | Coca-Cola | Beverages | 79.213 | 2% |
| 4 | 3 | IBM | Business Services | 78.808 | 4% |
| 5 | 5 | Microsoft | Technology | 59.546 | 3% |
| 6 | 6 | GE | Diversified | 46.947 | 7% |
| 7 | 7 | McDonald’s | Restaurants | 41.992 | 5% |
| 8 | 9 | Samsung | Technology | 39.610 | 20% |
| 9 | 8 | Intel | Technology | 37.257 | -5% |
| 10 | 10 | Toyota | Automotive | 35.346 | 17% |
| 11 | 11 | Mercedes-Benz | Automotive | 31.904 | 6% |
| 12 | 12 | BMW | Automotive | 31.839 | 10% |
| 13 | 14 | Cisco | Technology | 29.053 | 7% |
| 14 | 13 | Disney | Media | 28.147 | 3% |
| 15 | 15 | HP | Technology | 25.843 | -1% |
| 16 | 16 | Gillette | FMCG | 25.105 | 1% |
| 17 | 17 | Louis Vuitton | Luxury | 24.893 | 6% |
| 18 | 18 | Oracle | Technology | 24.088 | 9% |
| 19 | 20 | Amazon | Retail | 23.620 | 27% |
| 20 | 21 | Honda | Automotive | 18.490 | 7% |
| 21 | 23 | H&M | Apparel | 18.168 | 10% |
| 22 | 22 | Pepsi | Beverages | 17.892 | 8% |
| 23 | 24 | American Express | Financial Services | 17.646 | 12% |
| 24 | 26 | Nike | Sporting Goods | 17.085 | 13% |
| 25 | 25 | SAP | Technology | 16.676 | 7% |
| 26 | 28 | IKEA | Home Furnishings | 13.818 | 8% |
| 27 | 27 | UPS | Transportation | 13.763 | 5% |
| 28 | 36 | eBay | Retail | 13.162 | 20% |
| 29 | 34 | Pampers | FMCG | 13.035 | 15% |
| 30 | 29 | Kellogg’s | FMCG | 12.987 | 8% |
| 31 | 31 | Budweiser | Alcohol | 12.614 | 6% |
| 32 | 33 | HSBC | Financial Services | 12.183 | 7% |
| 33 | 32 | J.P. Morgan | Financial Services | 11.456 | 0% |
| 34 | 39 | Volkswagen | Automotive | 11.120 | 20% |
| 35 | 30 | Canon | Electronics | 10.989 | -9% |
| 36 | 37 | Zara | Apparel | 10.821 | 14% |
| 37 | 35 | Nescafé | Beverages | 10.651 | -4% |
| 38 | 38 | Gucci | Luxury | 10.151 | 7% |
| 39 | 42 | L’Oréal | FMCG | 9.874 | 12% |
| 40 | 41 | Philips | Electronics | 9.813 | 8% |
| 41 | 43 | Accenture | Business Services | 9.471 | 8% |
| 42 | 45 | Ford | Automotive | 9.181 | 15% |
| 43 | 53 | Hyundai | Automotive | 9.004 | 20% |
| 44 | 48 | Goldman Sachs | Financial Services | 8.536 | 12% |
| 45 | 51 | Siemens | Diversified | 8.503 | 13% |
| 46 | 40 | Sony | Electronics | 8.408 | -8% |
| 47 | 44 | Thomson Reuters | Media | 8.103 | -4% |
| 48 | 50 | Citi | Financial Services | 7.973 | 5% |
| 49 | 52 | Danone | FMCG | 7.968 | 6% |
| 50 | 47 | Colgate | FMCG | 7.833 | 2% |
| 51 | 55 | Audi | Automotive | 7.767 | 8% |
| 52 | 69 | Technology | 7.732 | 43% | |
| 53 | 46 | Heinz | FMCG | 7.648 | -1% |
| 54 | 63 | Hermès | Luxury | 7.616 | 23% |
| 55 | 60 | adidas | Sporting Goods | 7.535 | 12% |
| 56 | 57 | Nestlé | FMCG | 7.527 | 9% |
| 57 | 19 | Nokia | Electronics | 7.444 | -65% |
| 58 | 61 | Caterpillar | Diversified | 7.125 | 13% |
| 59 | 58 | AXA | Financial Services | 7.096 | 5% |
| 60 | 68 | Cartier | Luxury | 6.897 | 26% |
| 61 | 49 | Dell | Technology | 6.845 | -10% |
| 62 | 59 | Xerox | Business Services | 6.779 | 1% |
| 63 | 62 | Allianz | Financial Services | 6.710 | 8% |
| 64 | 72 | Porsche | Automotive | 6.471 | 26% |
| 65 | 73 | Nissan | Automotive | 6.203 | 25% |
| 66 | 64 | KFC | Restaurants | 6.192 | 3% |
| 67 | 56 | Nintendo | Electronics | 6.086 | -14% |
| 68 | 65 | Panasonic | Electronics | 5.821 | 1% |
| 69 | 66 | Sprite | Beverages | 5.811 | 2% |
| 70 | N/A | Discovery | Media | 5.756 | NEW |
| 71 | 54 | Morgan Stanley | Financial Services | 5.724 | -21% |
| 72 | 84 | Prada | Luxury | 5.570 | 30% |
| 73 | 75 | Shell | Energy | 5.535 | 16% |
| 74 | 74 | Visa | Financial Services | 5.465 | 11% |
| 75 | 70 | Tiffany & Co. | Luxury | 5.440 | 5% |
| 76 | 77 | 3M | Diversified | 5.413 | 16% |
| 77 | 82 | Burberry | Luxury | 5.189 | 20% |
| 78 | 67 | MTV | Media | 4.980 | -12% |
| 79 | 78 | Adobe | Technology | 4.899 | 8% |
| 80 | 85 | John Deere | Diversified | 4.865 | 15% |
| 81 | 79 | Johnson & Johnson | FMCG | 4.777 | 9% |
| 82 | 83 | Johnnie Walker | Alcohol | 4.745 | 10% |
| 83 | 87 | Kia | Automotive | 4.708 | 15% |
| 84 | 76 | Santander | Financial Services | 4.660 | -2% |
| 85 | N/A | Duracell | FMCG | 4.645 | NEW |
| 86 | 81 | Jack Daniel’s | Alcohol | 4.642 | 7% |
| 87 | 71 | Avon | FMCG | 4.610 | -11% |
| 88 | 91 | Ralph Lauren | Apparel | 4.584 | 14% |
| 89 | N/A | Chevrolet | Automotive | 4.578 | NEW |
| 90 | 80 | Kleenex | FMCG | 4.428 | 2% |
| 91 | 88 | Starbucks | Restaurants | 4.399 | 8% |
| 92 | 92 | Heineken | Alcohol | 4.331 | 10% |
| 93 | 89 | Corona | Alcohol | 4.276 | 5% |
| 94 | 86 | Pizza Hut | Restaurants | 4.269 | 2% |
| 95 | 90 | Smirnoff | Alcohol | 4.262 | 5% |
| 96 | 96 | Harley-Davidson | Automotive | 4.230 | 10% |
| 97 | 94 | MasterCard | Financial Services | 4.206 | 8% |
| 98 | 99 | Ferrari | Automotive | 4.013 | 6% |
| 99 | 98 | Moët & Chandon | Alcohol | 3.943 | 3% |
| 100 | 100 | Gap | Apparel | 3.920 | 5% |
