The most influential brands in 2012
Apple Inc. led the ranking of the most influential brands, compiled by Forbes magazine. The value of its brand grew by 52% in two years and is now estimated at $ 87, 1 billion
In compiling rating Forbes estimated company earnings over the past three years and the share of profit, which is based on the role that this or that brand plays in the industry. Further consulting firm Landor and PSB conducted a study among 2000 customers around the world to assess the 130 brands, the value of each of which exceeded $ 2, 5 billion. Consumer perception was assessed by tens of criteria.
In general, the ranking is dominated by companies in the field of high technologies. Immediately after the Coca-Cola are IBM (estimated at $ 48, 5 billion), Google ($ 37, 6 billion) and Intel ($ 32, 3 billion). In this case, Facebook is only the 73rd spot. brand value is estimated at $ 13 1 billion, but the company got low results of the survey of consumers - only 99 th place. According to analysts, about a billion users of social networks are still worried about privacy issues on the Internet.
In the top ten also includes McDonald's (brand value - $ 37, 4 billion, 85-th place in the ranking of preferences of consumers), General Electric ($ 33, 7 billion and 49th place), BMW ($ 26, 3 billion and the fifth place) and Cisco ($ 26, 3 billion and 15th place).
Samsung company ranked 12th ($ 19, 3 billion and the ninth row in the rating preferences of consumers), Disney - 13th ($ 19 billion and the eighth line), Louis Vuitton - 17 e ($ 24, 5 billion and 93-e) , Gilette - 18 e ($ 16 billion 8 and 14 th), Nescafe - 20 e ($ 17. 4 billion and 27-e).
Apple has been a leader in innovation, she devoted army of fans around the world. Influence brand has allowed the company to earn 12-month profit of $ 40 billion According to this indicator, Apple ranked second in the world after Exxon Mobil -. Largest private oil companies in the US.
Apple - the most powerful brand in the world. Its cost is estimated at $ 87, 1 billion. The company took the 11th place in the ranking of consumer perception.
The output of new iPhone models has become the most anticipated event of the year in the telecommunications sector. The latest version of the gadget, iPhone 5, the company prezntovala September 12, 2012. During the first weekend it sold more than five million copies of the smartphone.
"Apple sets the pace, change the category, and respond to our needs even before we are aware of them," - says the managing consulting firm Penn Schoen Berland, Billy Mann.
In the second place, Microsoft, which led the ranking of consumer preferences. brand value of Microsoft -. $ 54, 7 billion Members noted the "positive" role of the company in their daily lives and that meets their own unique needs. However, Microsoft's brand value fell by 3% in two years, putting it below the Apple in the rankings. However, analysts note that the industry, which changes every year, the company Bill Gates remains in the lead for several decades. At the same time Microsoft spends annually on advertising twice as much - $ 1, 6 billion.
The third line is Coca-Cola. The value of its brand valued at $ 50, 2 billion. The company has 29-th place in the ranking of consumer perception. The Coca-Cola last year sold 26, 7 million boxes of soda water, while half of sales is due to its brand. In the US, the company lay the blame for the problem of obesity in the population, the demand for soda among Americans over the past seven years has decreased. However, Coca-Cola is the best-selling brand in its segment. Its volume of retail sales in 2011 exceeded $ 1 billion in 18 countries.
IBM Brand value -. $ 48, 5 billion company occupies 20 th place in the ranking of consumer preferences. Back in the nineties IBM was perceived as a "dinosaur", he predicted a quick death. However, over the past two decades, the company was able to be reborn as a powerful brand in the field of high technology and software.
Google Brand value - $ 37, 6 billion, in the ranking of consumer perception - 7 Company name has become synonymous with the term in the field of Internet search. In this case, unlike the Xerox and Kleenex, which also became symbols of the industry, the Google earns a lot of money. In 2012, the profit of the company has already reached $ 12, 2 billion before interest and taxes for 2011.
Brand Intel received high marks both the financial performance and the perception among consumers. The cost of the brand is valued at $ 32, 3 billion. In 2011, the company earned $ 17, 5 billion excluding taxes. In the ranking of consumer perception is ranked sixth. In this case, Intel was the most "masculine" brand, taking first place in a survey among men.
Brand value -. $ 37, 4 billion in the world's most famous fast food chain occupies only 85th place in the ranking of consumer perception. However, more than 33,000 McDonald's cafe daily serve 68 million people in 119 countries around the world. This allowed the company to enter the top ten of the final reytina most influential brands.
Brand value -. $ 33, 7 billion in the ranking of consumer perceptions of the company occupies 49-th place. Over the past 10 years, the reputation and the market value of GE deteriorated, but the company is still a powerful force in the industrial sector and an iconic brand. It is worth noting that General Electric - the only company that is present in the industrial index Dow Jones since its inception in 1896.
Brand value - $ 26, 3 billion in fifth place in the ranking of consumer perception.. In this famous German car brand ranked first in the consumer reytine in the category of "high quality products and services." Concern is the global market leader in the sale of luxury cars.
Brand value - $ 26, 3 billion, 15-th place in the ranking of consumer perception. Company, rounded out the top 10 most influential brand, has positioned itself as a world leader in networking technologies. The advertising strategy is based on the fact that by using the services of people communicate with each other on business issues and in their leisure time. This made the Cisco family, "home" brand.