인터브랜드(Interbrand)가 발표하는 세계 100대 브랜드, Best Global Brands 2009 Rankings 목록입니다.
Interbrand(인터브랜드)는 1974년 설립되었으며, 세계적인 브랜드(brand) 가치 증진에 큰 역할을 해왔다고 합니다.
현재 전세계에 40개의 사무소를 두고 있으며, 주요 컨설팅을 수행하고 있다고 하네요. 서울에도 논현동에 사무실이 있습니다.
당사는 매년 세계 주요 브랜드의 브랜드 가치를 평가하여 발표하고 있습니다. 2009년 Best 100 의 목록 내용을 살펴보면,
미국 51개, 독일 11개, 프랑스 8개, 일본 7개, 스위스 5개, 이탈리아 4개, 영국 3개, 스웨덴 3개, 대한민국 2개, 네델란드 2개, 캐나다 2개, 스페인 1개, 핀란드 1개를 차지하고 있습니다. 상위 100대 브랜드에 포함된 국가는 13개 국가에 불과합니다.
이중에 미국이 51개로 압도적 다수를 차지하고 있네요. 이어서 독일, 프랑스, 일본, 스위스 등이 잇고 있습니다.
대한민국에서는 삼성, 현대가 이름을 올렸습니다.
분야별로 보면 우리가 익히 들어왔던 브랜드들입니다. 독일은 자동차, 일본은 기계, 전자, 프랑스는 패션, 화장품, 스위스는 식품, 시계, 금융 등에 특징이 나타나고 있습니다. 이탈리아는 패션, 영국은 버버리 등이 올라가 우리가 평상시에 가지고 있는 국가이미지가 브랜드에 많이 좌우도어 왔음을 실감할 수가 있네요.
상위 10대 브랜드를 보면, 코카콜라, IBM, 마이크로소프트, 제네럴일렉트릭(GE), 노키아, 맥도널드, 구글, 도요타, 인텔, 디즈니가 뽑혔습니다. 코카콜라(Coca Cola)는 세계 최고 브랜드로 선정되었는데, 브랜드 가치는 $68,734백만 달러에 이르고 있습니다. 워런버핏이 크게 투자하고 있는 회사이기도 합니다.
국내 국적의 경우 삼성이 19위로 2계단 올라섰고, 현대가 69위로 3계단 올라섰네요. ('삼성'의 브랜드 가치는 $17,518M, 환율 1,200원으로 치면 약 20조원으로 평가되고 있습니다.)
2005년 처음 진입한 구글의 브랜드 가치가 급격하게 올라가고 있습니다. 경제침체 중에 도요타의 브랜드 가치는 떨어졌네요. 반면에 삼성은 선전하고 있습니다.
삼성 vs. 도요타 브랜드 가치
연간 브랜드 가치가 가장 많이 상승한 브랜드는 구글로 25% 상승했고, 이어서 아마존닷컴 22%, Zara 14%, 네슬레 13%, 애플컴퓨터 12% 상승했습니다.
2009년도 Top 100에 신규 진입한 브랜드는 Puma, Adobe, Lancome, Campbell's, Polo, Burberry, Burger King 7개 입니다.
연간 가치가 가장 많이 하락한 브랜드는 UBS -50%, Citi -49%, Harley-Davidson -43%, American Express -32%, Morgan Stanely -26%, HSBC -20% 등으로 금융위기의 중심에 섰던 금융업종이 대부분입니다.
Ford도 연간 -11% 하락하여, 2001년 $30,092백만 달러였던 브랜드 가치가 2009년에는 $7,005백만 달러에 불과하게 되었습니다.
포드는 2001년부터 매년마다 브랜드 가치가 떨어지고 있습니다.
아래는 세계 100대 브랜드 목록이네요.평상시에 들어왔던 브랜드의 국적이 어디인가도 확인할 수 있겠네요~
미국 51개 _IBM, Microsoft, GE, Intel, Disney, HP, Gillette, Cisco, Mcdonald's, Google, Marlboro, American Express, Pepsi, Oracle, Apple, Nike, Budweiser, UPS, Kellogg's, Dell, Citi, JPMorgan, GoldmanSachs, Coca-Cola, KFC, Yahoo, Caterpillar, Avon, Kleenex, Harley-Davidson, Tiffany&Co, Gap, Pizza-Hut, Johnson&Johnson, Duracell, Starbucks, BurgerKing, Visa, Adobe, Campbell's, Amazon.com, Accenture, Ebay, Heinz, Ford, Wrigley, Colgate, Xerox, Polo, Morgan Stanley, Mtv
영국 3개 _ Burberry, BP, Smirnoff
스위스 5개 _Nescafe, Cartier, UBS, Rolex, Nestle
스웨덴 3개 _Ikea
스페인 1개 _Zara
대한민국 2개 _Samsung, Hyndai
네델란드 2개 _Shell, Philips
일본 7개 _ Lexus, Panasonic, Sony, Cannon, Nintendo, Honda, Toyota
이탈리아 4개 _Prada, Ferrari, Giorgio Armani, Gucci
독일 11개 _ Puma, Siemens, Volkswagen, Nivea, Allianz, Audi, Adidas, Porsche, BMW, Mercedes Benz, SAP
프랑스 8개 _ Louis Vuitton, Hermes, Moet & Chandon, Lancome, Chanel, Danone, Loreal, AYA
핀란드 1개 _ Nokia
캐나다 2개 _Thomson Reuters, BlackBerry
best global brands
2009 Rank |
2008 Rank |
Brand |
Country of Origin |
Sector |
2009 Brand Value ($m) |
Change in Brand Value |
1 |
1 |
 |
United States |
Beverages |
68,734 |
3% |
 |
|
|
|
2 |
2 |
 |
United States |
Computer Services |
60,211 |
2% |
 |
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|
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3 |
3 |
 |
United States |
Computer Software |
56,647 |
-4% |
 |
|
|
|
4 |
4 |
 |
United States |
Diversified |
47,777 |
-10% |
 |
|
|
|
5 |
5 |
 |
Finland |
Consumer Electronics |
34,864 |
-3% |
 |
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|
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6 |
8 |
 |
United States |
Restaurants |
32,275 |
4% |
 |
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|
|
7 |
10 |
 |
United States |
Internet Services |
31,980 |
25% |
 |
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|
|
8 |
6 |
 |
Japan |
Automotive |
31,330 |
-8% |
 |
|
|
|
9 |
7 |
 |
United States |
Computer Hardware |
30,636 |
-2% |
 |
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|
|
10 |
9 |
 |
United States |
Media |
28,447 |
-3% |
 |
|
|
|
11 |
12 |
 |
United States |
Computer Hardware |
24,096 |
2% |
 |
|
|
|
12 |
11 |
 |
Germany |
Automotive |
23,867 |
-7% |
 |
|
|
|
13 |
14 |
 |
United States |
Personal Care |
22,841 |
4% |
 |
|
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|
14 |
17 |
 |
United States |
Computer Services |
22,030 |
3% |
 |
|
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|
15 |
13 |
 |
Germany |
Automotive |
21,671 |
-7% |
 |
|
|
|
16 |
16 |
 |
France |
Luxury |
21,120 |
-2% |
 |
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|
|
17 |
18 |
 |
United States |
Tobacco |
19,010 |
-11% |
 |
|
|
|
18 |
20 |
 |
Japan |
Automotive |
17,803 |
-7% |
 |
|
|
|
19 |
21 |
 |
Republic of Korea |
Consumer Electronics |
17,518 |
-1% |
 |
|
|
|
20 |
24 |
 |
United States |
Computer Hardware |
15,433 |
12% |
 |
|
|
|
21 |
22 |
 |
Sweden |
Apparel |
15,375 |
11% |
 |
|
|
|
22 |
15 |
 |
United States |
Financial Services |
14,971 |
-32% |
 |
|
|
|
23 |
26 |
 |
United States |
Beverages |
13,706 |
3% |
 |
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|
|
24 |
23 |
 |
United States |
Computer Software |
13,699 |
-1% |
 |
|
|
|
25 |
28 |
 |
Switzerland |
Beverages |
13,317 |
2% |
 |
|
|
|
26 |
29 |
 |
United States |
Sporting Goods |
13,179 |
4% |
 |
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|
|
27 |
31 |
 |
Germany |
Computer Software |
12,106 |
-1% |
 |
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|
|
28 |
35 |
 |
Sweden |
Home Furnishings |
12,004 |
10% |
 |
|
|
|
29 |
25 |
 |
Japan |
Consumer Electronics |
11,953 |
-12% |
 |
|
|
|
30 |
33 |
 |
United States |
Alcohol |
11,833 |
3% |
 |
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|
|
31 |
30 |
 |
United States |
Transportation |
11,594 |
-8% |
 |
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|
|
32 |
27 |
 |
United Kingdom |
Financial Services |
10,510 |
-20% |
 |
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|
|
33 |
36 |
 |
Japan |
Computer Hardware |
10,441 |
-4% |
 |
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|
34 |
39 |
 |
United States |
Food |
10,428 |
7% |
 |
|
|
|
35 |
32 |
 |
United States |
Computer Hardware |
10,291 |
-12% |
 |
|
|
|
36 |
19 |
 |
United States |
Financial Services |
10,254 |
-49% |
 |
|
|
|
37 |
37 |
 |
United States |
Financial Services |
9,550 |
-11% |
 |
|
|
|
38 |
38 |
 |
United States |
Financial Services |
9,248 |
-10% |
 |
|
|
|
39 |
40 |
 |
Japan |
Consumer Electronics |
9,210 |
5% |
 |
|
|
|
40 |
44 |
 |
Canada |
Media |
8,434 |
1% |
 |
|
|
|
41 |
45 |
 |
Italy |
Luxury |
8,182 |
-1% |
 |
|
|
|
42 |
43 |
 |
Netherlands |
Diversified |
8,121 |
-2% |
 |
|
|
|
43 |
58 |
 |
United States |
Internet Services |
7,858 |
22% |
 |
|
|
|
44 |
51 |
 |
France |
Personal Care |
7,748 |
3% |
 |
|
|
|
45 |
47 |
 |
United States |
Computer Services |
7,710 |
-3% |
 |
|
|
|
46 |
46 |
 |
United States |
Internet Services |
7,350 |
-8% |
 |
|
|
|
47 |
48 |
 |
Germany |
Diversified |
7,308 |
-8% |
 |
|
|
|
48 |
56 |
 |
United States |
Food |
7,244 |
9% |
 |
|
|
|
49 |
49 |
 |
United States |
Automotive |
7,005 |
-11% |
 |
|
|
|
50 |
62 |
 |
Spain |
Apparel |
6,789 |
14% |
 |
|
|
|
51 |
61 |
 |
United States |
Food |
6,731 |
10% |
 |
|
|
|
52 |
57 |
 |
United States |
Personal Care |
6,550 |
2% |
 |
|
|
|
53 |
55 |
 |
France |
Financial Services |
6,525 |
-7% |
 |
|
|
|
54 |
52 |
 |
United States |
Media |
6,523 |
-9% |
 |
|
|
|
55 |
53 |
 |
Germany |
Automotive |
6,484 |
-8% |
 |
|
|
|
56 |
59 |
 |
United States |
Computer Hardware |
6,431 |
1% |
 |
|
|
|
57 |
42 |
 |
United States |
Financial Services |
6,399 |
-26% |
 |
|
|
|
58 |
63 |
 |
Switzerland |
Food |
6,319 |
13% |
 |
|
|
|
59 |
60 |
 |
France |
Luxury |
6,040 |
-5% |
 |
|
|
|
60 |
66 |
 |
France |
Food |
5,960 |
10% |
 |
|
|
|
61 |
64 |
 |
United States |
Restaurants |
5,722 |
3% |
 |
|
|
|
62 |
70 |
 |
Germany |
Sporting Goods |
5,397 |
6% |
 |
|
|
|
63 |
73 |
 |
Canada |
Consumer Electronics |
5,138 |
7% |
 |
|
|
|
64 |
65 |
 |
United States |
Internet Services |
5,111 |
-7% |
 |
|
|
|
65 |
67 |
 |
Germany |
Automotive |
5,010 |
-7% |
 |
|
|
|
66 |
68 |
 |
United States |
Diversified |
5,004 |
-5% |
 |
|
|
|
67 |
69 |
 |
United States |
Personal Care |
4,917 |
-7% |
 |
|
|
|
68 |
71 |
 |
Switzerland |
Luxury |
4,609 |
-7% |
 |
|
|
|
69 |
72 |
 |
Republic of Korea |
Automotive |
4,604 |
-5% |
 |
|
|
|
70 |
76 |
 |
France |
Luxury |
4,598 |
1% |
 |
|
|
|
71 |
74 |
 |
United States |
Personal Care |
4,404 |
-5% |
 |
|
|
|
72 |
41 |
 |
Switzerland |
Financial Services |
4,370 |
-50% |
 |
|
|
|
73 |
50 |
 |
United States |
Automotive |
4,337 |
-43% |
 |
|
|
|
74 |
75 |
 |
Germany |
Automotive |
4,234 |
-8% |
 |
|
|
|
75 |
78 |
 |
Japan |
Consumer Electronics |
4,225 |
-1% |
 |
|
|
|
76 |
80 |
 |
United States |
Luxury |
4,000 |
-5% |
 |
|
|
|
77 |
79 |
 |
Switzerland |
Luxury |
3,968 |
-6% |
 |
|
|
|
78 |
77 |
 |
United States |
Apparel |
3,922 |
-10% |
 |
|
|
|
79 |
81 |
 |
United States |
Restaurants |
3,876 |
-5% |
 |
|
|
|
80 |
92 |
 |
United States |
Personal Care |
3,847 |
7% |
 |
|
|
|
81 |
82 |
 |
Germany |
Financial Services |
3,831 |
-5% |
 |
|
|
|
82 |
83 |
 |
France |
Alcohol |
3,754 |
-5% |
 |
|
|
|
83 |
84 |
 |
United Kingdom |
Energy |
3,716 |
-5% |
 |
|
|
|
84 |
89 |
 |
United Kingdom |
Alcohol |
3,698 |
3% |
 |
|
|
|
85 |
88 |
 |
United States |
Consumer Electronics |
3,563 |
-3% |
 |
|
|
|
86 |
98 |
 |
Germany |
Personal Care |
3,557 |
5% |
 |
|
|
|
87 |
91 |
 |
Italy |
Luxury |
3,530 |
-2% |
 |
|
|
|
88 |
93 |
 |
Italy |
Automotive |
3,527 |
0% |
 |
|
|
|
89 |
94 |
 |
Italy |
Luxury |
3,303 |
-6% |
 |
|
|
|
90 |
85 |
 |
United States |
Restaurants |
3,263 |
-16% |
 |
|
|
|
91 |
New |
 |
France |
FMCG |
3,235 |
New |
 |
|
|
|
92 |
97 |
 |
Netherlands |
Energy |
3,228 |
-7% |
 |
|
|
|
93 |
New |
 |
United States |
Restaurants |
3,223 |
New* |
 |
|
|
|
94 |
100 |
 |
United States |
Financial Services |
3,170 |
-5% |
 |
|
|
|
95 |
New |
 |
United States |
Computer Software |
3,161 |
New |
 |
|
|
|
96 |
90 |
 |
Japan |
Automotive |
3,158 |
-12% |
 |
|
|
|
97 |
New |
 |
Germany |
Sporting Goods |
3,154 |
New |
 |
|
|
|
98 |
New |
 |
United Kingdom |
Luxury |
3,095 |
New* |
 |
|
|
|
99 |
New |
 |
United States |
Luxury |
3,094 |
New* |
 |
|
|
|
100 |
New |
 |
United States |
FMCG |
3,081 |
New |
 |
|
|
|
*indicates brands that did not appear in the previous year's top 100 ranking
자료 출처는 인터브랜드(
www.interbrand.com) 홈페이지에서 볼 수 있습니다.