What: According Brand Finance Global 500 2014 study, Apple has kept its place as the world’s most valuable brand.
Why it matters: Brands from US based companies make up just over half the list. As regards Latin America, Brazil came in 17th , Mexico 25th and Chile 26th.
According Brand Finance Global 500 this year’s study, Apple has kept its place as the world’s most valuable brand and is once again ahead of its rivals Samsung and Google who came in second and third place. The rest of the top 10 brands were Microsoft, Verizon, General Electric, AT&T, Amazon, Walmart and IBM.
The 100 most valuable brands extent 33 countries across 20 broad industry categories. Brands from US based companies make up just over half the list .
In Latin America:
• Brazil came in 17th with its 5 brands out of 500,achieving
a total brand value of 37,8 in 2014.
• Mexico ranked 25th with 2 brands in 2014 and a total brand value of 7, 8.
• Chile followed in the 26th position with 2 brands accounting for 7,4 of total brand value.
Top 20 world’s most valuable brands
Rank 2014 | Rank 2013 | Brand | Country | Brand value (USD bn) | Brand rating 2014 | Brand value change(USD bn) | Brand value change (%) | Brand value 2013 (USD bn) | Brand rating 2013 |
---|---|---|---|---|---|---|---|---|---|
1 | 1 | Apple | US | 104,68 | AAA | 17,38 | 20% | 87,30 | AAA |
2 | 2 | Samsung | South Korea | 78,75 | AAA | 19,28 | 34% | 58,77 | AAA |
3 | 3 | US | 60,62 | AAA + | 16,49 | 32% | 52,13 | AAA + | |
4 | 4 | Microsoft | US | 62,78 | AAA | 17,25 | 38% | 45,53 | AAA |
5 | 10 | Verizon | US | 53,47 | AAA | 22,74 | 74% | 30,73 | AA+ |
6 | 7 | Genereal electric | US | 52,53 | AA+ | 15,37 | 41% | 37,16 | AA |
7 | 11 | AT&T | US | 45,41 | AA | 15 | 49% | 30,41 | AA+ |
8 | 8 | Amazon | US | 46,16 | AAA | 8,36 | 23% | 38,79 | AAA |
9 | 5 | Walmart | US | 44,78 | AA+ | 2,48 | 6% | 42,30 | AA+ |
10 | 6 | IBM | US | 41,51 | AA+ | 3,79 | 10% | 37,72 | AA+ |
11 | 16 | Toyota | Japana | 34,90 | AAA- | 8,92 | 34% | 25,98 | AA+ |
12 | 9 | Coca Cola | US | 33,72 | AAA+ | 0,48 | -1% | 34,20 | AAA + |
13 | 20 | China Mobile | Hong Kong | 31,84 | AA+ | 8,55 | 37% | 23,30 | AA |
14 | N/A | T | Germany | 30,81 | AA | 9,06 | 42% | 21,54 | AA+ |
15 | 14 | Wells Fargo | US | 30,24 | AAA- | 4,20 | 16% | 25,04 | AA+ |
16 | 13 | Vodafone | UK | 29,61 | AAA- | 2,60 | 10% | 27,01 | AAA |
17 | 21 | BMW | Germany | 28,96 | AAA | 5,73 | 26% | 23,24 | AAA |
18 | 12 | Shell | Netherlands | 28,57 | AA+ | 1,18 | -4% | 29,75 | AAA |
19 | 17 | Volkswagen | Germany | 27,08 | AAA- | 3,40 | 14% | 23,67 | AAA |
20 | 22 | HSBC | UK | 26,37 | AAA | 4,01 | 18% | 22,88 | AAA |
Total brand value by country
Country | Total Brand Value 2014 (USD bn) | Total Brand Value 2013 (USD bn) | Brand Value change (USD bn) | Brand Value Change(%) | Number of Brands in top 500 2014 | Number of Brands in top 500 2013 |
---|---|---|---|---|---|---|
United States | 1908,6 | 1614,8 | 294,0 | 18% | 186 | 185 |
Japan | 376,7 | 338,7 | 38,0 | 11% | 42 | 49 |
Germany | 324,0 | 247,0 | 77,0 | 31% | 32 | 33 |
France | 268.0 | 212,5 | 63,4 | 25% | 23 | 31 |
UK | 262,1 | 218,4 | 43,7 | 20% | 35 | 32 |
China | 229,0 | 185,3 | 43,7 | 24% | 27 | 25 |
South Korea | 152,0 | 132,8 | 19,2 | 14% | 12 | 14 |
Switzerland | 120,8 | 97,3 | 23,6 | 24% | 19 | 19 |
Netherlands | 112,0 | 93,8 | 18,2 | 19% | 12 | 11 |
Spain | 76,2 | 70,6 | 5,6 | 8% | 10 | 10 |
Canada | 75,4 | 74,0 | 1,3 | 2% | 13 | 14 |
Hong Kong | 69,9 | 41,5 | 28,4 | 68% | 7 | 4 |
Italy | 57,2 | 51,3 | 5,9 | 11% | 8 | 8 |
Sweden | 54,8 | 50,5 | 4,3 | 8% | 7 | 8 |
Australia | 50,3 | 43,9 | 6,4 | 15% | 8 | 6 |
Russia | 42,2 | 45,4 | -4,2 | -9% | 8 | 6 |
Brazil | 37,8 | 59,9 | -22,1 | -37% | 5 | 9 |
India | 35,7 | 40,6 | -4,9 | -12% | 6 | 6 |
Norway | 15,8 | 15,5 | -0,7 | -5% | 3 | 3 |
Denmark | 10,2 | 7,0 | 3,3 | 47% | 3 | 2 |
Austria | 9,8 | 3,7 | 5,9 | 180% | 2 | 1 |
Malaysa | 9,2 | 9,9 | -0,7 | -8% | 1 | 2 |
Uae | 8,9 | 7,3 | 1,7 | 23% | 2 | 2 |
Saudi Arabia | 8,0 | 3,3 | 4,7 | 141% | 2 | 1 |
Mexico | 7,8 | 17,6 | -9,9 | -56% | 2 | 4 |
Chile | 7,4 | 3,0 | 4,4 | 145% | 2 | 1 |
Singapore | 7,3 | 9,3 | -2,1 | -22% | 2 | 3 |
South Africa | 5,4 | 6,2 | 0,2 | 4% | 1 | 1 |
Luxemburg | 4,8 | 3,8 | 1,0 | 26% | 1 | 1 |
Taiwan | 3,8 | 3,0 | 0,7 | 25% | 1 | 1 |
Thailand | 3,7 | 2,8 | 1,1 | 44% | 1 | 1 |
Portugal | 3,1 | 2,0 | 0,3 | 11% | 1 | 1 |
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