세계 100대 브랜드

[NO.1 PG 존스탁턴]

The Global Brand Scoreboard(세계 100대 브랜드)

RANK 2003 2002 PERCENT COUNTRY DESCRIPTION
BRAND VALUE BRAND VALUE CHANGE OF $BILLIONS $BILLIONS OWNERSHIP

1 COCA-COLA 70.45 69.64 +1% U.S.
New variations such as Vanilla Coke and a lemon-flavored diet drink
helped the soft-drink icon remain bubbly.

2 MICROSOFT 65.17 64.09 +2 U.S.
The software giant shifted its advertising to build the brand, not just sell
products, at a time when most rivals were suffering.

3 IBM 51.77 51.19 +1 U.S.
Big Blue gained recognition in new markets, partly thanks to an $800
million marketing campaign pushing e-business on demand.

4 GE 42.34 41.31 +2 U.S.
Getting double-digit growth is harder, but in tough times, the brand that
Edison built held its own.

5 INTEL 31.11 30.86 +1 U.S.
With Intel Inside and Wi-Fi out to take over the world, the chipmaker's
Centrino wireless notebook package delivered a powerful punch.

6 NOKIA 29.44 29.97 -2 Finland
Still the world's leading mobile-phone maker, Nokia faced stiff challenges
from fast-riser Samsung and a growing crop of operator-branded phones.

7 DISNEY 28.04 29.26 -4 U.S.
Not the Happiest Place on Earth as Disney Stores were up for sale, ABC
overhauled prime time, and travel woes sapped theme parks.

8 MCDONALD'S 24.70 26.38 -6 U.S.
Mixed-up orders and dirty restaurants hurt the brand. Now business is recovering
somewhat behind a renewed focus on service and salads.

9 MARLBORO 22.18 24.15 -8 U.S.
Under siege from smoking bans and lawsuits, the Marlboro Man was
looking like a fugitive.

10 MERCEDES 21.37 21.01 +2 Germany
The luxury auto maker crafts the sumptuous sedans the rich and famous
love to buy-and ordinary consumers dream of owning.

11 TOYOTA 20.78 19.45 +7 Japan
Always solid, if stodgy, Toyota stole a march on Honda with aggressive moves
into eco-friendly hybrid cars and low-priced models for younger buyers.

12 HEWLETT-PACKARD 19.86 16.78 +18 U.S.
Many feared the next Titanic when it acquired Compaq last year, but HP
emerged relatively unscathed and more profitable than before.

13 CITIBANK 18.57 18.07 +3 U.S.
Latest phase of its successful "Live Richly" campaign included ads shot in
17 countries, characterizing a firm with global reach but a down-home flavor.

14 FORD 17.07 20.40 -16 U.S.
Sky-high rebates and 0% financing took some of the shine off Bill Ford's
lineup; snazzy new SUVs from Japan and Europe are stealing more thunder.

15 AMERICAN EXPRESS 16.83 16.29 +3 U.S.
American Express punched up ad spending to target retail customers.
Now they use cards to pay for groceries, gas, even rent.

16 GILLETTE 15.98 14.96 +7 U.S.
In an era of falling consumer prices, the King of Blades still managed to
get shavers to pay premium prices.

17 CISCO 15.79 16.22 -3 U.S.
It played the downturn beautifully to generate record profits. But the brand was
still mired in the networking depression that followed the Net boom.

18 HONDA 15.63 15.06 +4 Japan
Sagging sales in its home Japanese market have yet to dent its renown for
reliable, dependable products.

19 BMW 15.11 14.43 +5 Germany
The Ultimate Driving Machines are fast, fun, stylish-and now come in more
flavors. A rapidly expanding lineup primed global growth.

20 SONY 13.15 13.90 -5 Japan
Still the platinum brand in gizmos, but rivals Panasonic and Samsung were
catching up with snazzy cell phones, digital cameras, and flat-panel TVs.

21 NESCAFE 12.34 12.84 -4 Switzerland
The world's favorite instant coffee advertised heavily to attract younger
coffee drinkers.

22 BUDWEISER 11.89 11.35 +5 U.S.
The King of Beers continued to swipe market share, despite rivals' wacky
ad campaigns built around twins and female mud wrestling.

23 PEPSI 11.78 11.14* +6 U.S.
With innovations like Twist, Wild Cherry, and Pepsi Blue, this fizzy rival
was determined to catch up with Coke.

24 ORACLE 11.26 11.51 -2 U.S.
The software giant had always been a Silicon Valley maverick. Now add
"corporate raider" to the long list of adjectives.

25 SAMSUNG 10.85 8.31 +31 S. Korea
Riding the electronics industry's shift to digital products, it wowed
consumers with a blizzard of feature-packed gadgets and leading-edge chips.

26 MORGAN STANLEY 10.69 11.21 -5 U.S.
Once a seemingly invincible white-shoe firm, it struggled to rise above
Wall Street's scandals involving analysts' investment-banking conflicts.

27 MERRILL LYNCH 10.52 11.23 -6 U.S.
Merrill sought to escape the tarnish of scandals, while its retail business
tried to move beyond its rep as a thundering herd of brokers.

28 PFIZER 10.46 9.77 +7 U.S.
A master acquirer and marketer, it leveraged a stable of top-selling drugs
that includes Viagra and Lipitor, the world's sales leader.

29 DELL 10.37 9.24 +12 U.S.
Annoying pitchman Steven is gone, but that didn't slow the pace of PC
sales or assaults on new markets like printers and PDAs.

30 MERCK 9.41 9.14 +3 U.S.
Patent expirations dampened earnings growth, but Merck continued to
cultivate its image as a research leader.

31 JPMORGAN 9.12 9.69 -6 U.S.
Viewed by many as the banker's bank, it suffered from corporate scandals and a
slump in mergers and IPOs. Heavy exposure to derivatives is also a dark cloud.

32 NINTENDO 8.19 9.22 -11 Japan
This former master of the video-game universe saw its empire shrink in
the wake of an onslaught from Sony's PlayStation and Microsoft's Xbox.

33 NIKE 8.17 7.72 +6 U.S.
An extreme marketing effort during soccer's World Cup and tie-in to Tiger
Woods showed there's more to sporting goods than basketball shoes.

34 KODAK 7.83 9.67 -19 U.S.
Steadily falling film sales and a sputtering digital strategy could mean
that Kodak's moment has passed.

35 SAP 7.71 6.78 +14 Germany
Behind sharper marketing and a strong sailing tie-in, the German software
giant survived the tech downturn looking more solid than ever.

36 GAP 7.69 7.41 +4 U.S.
Bright colors and a fresh new ad campaign helped lift it out of a sales
swoon.

37 HSBC 7.57 N/A N/A Britain
The 138-year-old lender's frugal management built the world's second-largest
retail bank through acquisitions in the U.S., Europe, and developing markets.

38 KELLOGG'S 7.44 7.19 +3 U.S.
Boosted market share by sprinkling fruits into its flakes and pepping up
marketing with pitchmen like Disney's Winnie the Pooh.

39 CANON 7.19 6.72 +7 Japan
Already the world's top copier and laser-printer company, it emerged as a
major force in digital cameras, too.

40 HEINZ 7.10 7.35 -3 U.S.
The world's favorite ketchup now comes in upside-down bottles and colors
like "stellar blue." But competition took a bite.

41 GOLDMAN SACHS 7.04 7.19 -2 U.S.
Raising capital for Corporate America made it arguably the most prestigious
investment bank. But a drought in mergers and equity issuances took a toll.

42 VOLKSWAGEN 6.94 7.21 -4 Germany
The stalwart maker of quality mass-market cars suffered from high costs, an
aging lineup, fierce French competition, and a slew of overlapping brands.

43 IKEA 6.92 6.55 +6 Sweden
The chain made flat-packed furniture both affordable and fashionable,
bringing its concept of democratic design to 31 countries.

44 HARLEY-DAVIDSON 6.78 6.27 +8 U.S.
Aging customers still think Harley when they think motorcyle. They're also
rich enough to afford such innovations as the sleek $18,000 V-Rod.

45 LOUIS VUITTON 6.71 7.05 -5 France
A downturn in tourism slowed this awesome profit machine fueled by
monogrammed bags and accessories.

46 MTV 6.28 6.08 +3 U.S.
Still a big favorite among teens, and not just in the U.S. MTV International
was one of the fastest-growing businesses at parent Viacom Inc.

47 L'OREAL 5.60 5.08 +10 France
Who's boycotting France? Not the millions of women who made L'Oreal
the No.1 cosmetics seller in the U.S.

48 XEROX 5.58 5.31 +5 U.S.
With new financing and a range of hot color products, the troubled copier
company's image was on the mend.

49 KFC 5.58 5.35 +4 U.S.
The chicken chain goosed global business by promoting local fare-tempura
crispy strips in Japan and potato-and-onion croquettes in Holland.

50 APPLE 5.55 5.32 +4 U.S.
The "I's" have it-iPod, iTunes, and iBooks lifted the perennial underdog, while
the innovative Music Store download service left rivals in the dust.

51 PIZZA HUT 5.31 6.05 -12 U.S.
The dough wasn't rising. Asian restaurant sales were hurt by SARS, while at
home the chain was slow to sling popular new products such as wings.

52 ACCENTURE 5.30 5.18 +2 U.S.
Hit hard by the slump in telecom, the consulting icon took its own advice
and nimbly built its outsourcing specialty.

53 GUCCI 5.10 5.30 -4 Italy
Chief designer Tom Ford was still a hit on the catwalks of Paris and New
York, but Gucci's profits were shredded by economic stagnation and SARS.

54 KLEENEX 5.06 5.04 0 U.S.
From aromatherapy tissues to 3-D holiday boxes, this leader still managed
to pull out some fresh ideas.

55 WRIGLEY'S 5.06 4.75 +7 U.S.
Hip ad campaigns to relaunch core brands Juicy Fruit and Doublemint
and introduction of new sugar-free gum reinvigorated the chew-chew train.

56 COLGATE 4.69 4.60 +2 U.S.
As it neared the end of its second century, the brand continued to win
over more smiles.

57 AVON 4.63 4.40 +5 U.S.
The Avon Ladies were on a tear, leveraging healthy R&D and marketing
budgets through online sales and an expanding door-to-door network.

58 SUN MICROSYSTEMS 4.47 4.77 -6 U.S.
A perception that this computer maker wasn't keeping up with technology
trends made it appear as less than cutting-edge.

59 PHILIPS 4.46 4.56 -2 Netherlands
In Europe, its name equals home electronics, but Philips struggled with
awareness in the U.S. and perennially tough competition from Asia.

60 NESTLE 4.46 4.43 +1 Switzerland
From chocolate to baby formula, the Swiss food giant keeps the world's
pantry stocked.

61 CHANEL 4.32 4.27 +1 France
A symbol of Parisian sophistication for mom's generation, but Chanel had
a harder time luring younger customers.

62 DANONE 4.24 4.05 +5 France
The maker of Dannon yogurt, already a powerhouse in Europe, was betting
big on emerging markets.

63 KRAFT 4.17 4.08 +2 U.S.
The master of line extensions scored with new frozen-pizza flavors and
other products but lost share on its cheese business to private labels.

64 AOL 3.96 4.33 -8 U.S.
Often dubbed the "Internet on training wheels," the king of the dial-up services
risked losing subscribers as they graduated to broadband connections.

65 YAHOO! 3.90 3.86 +1 U.S.
This Internet icon soared again but will have to watch out for the Net's
next killer brand: Google.

66 TIME 3.78 3.68 +3 U.S.
After winning a National Magazine Award for coverage of September 11,
the weekly ramped up again with excellent war reporting and photography.

67 ADIDAS 3.68 3.69 0 Germany
The maker of athletic shoes and clothing suffered from a plunge in U.S.
sales as youths balked at paying more than $100 for a pair of sneakers.

68 ROLEX 3.67 3.69 0 Switzerland
Tough times failed to put a dent in the popularity of the signature Swiss
watches.

69 BP 3.58 3.39 +6 Britain
John Browne was once again front and center with his controversial

70 TIFFANY 3.54 3.48 +2 U.S.
Even hard times couldn't dim the luster of Tiffany's extravagant baubles in
their signature blue box.

71 DURACELL 3.44 3.41 +1 U.S.
Terrorist fears bolstered battery sales, but the category remained
hampered by cutthroat competition.

72 BACARDI 3.43 3.34 +3 Bermuda
New flavors, coupled with the popularity of the mojito-a Cuban rum mint
julep-kept the venerable rum brand on the hip parade.

73 HERMES 3.42 N/A N/A France
Known for classic scarves and leather goods, Hermes recently hired
celebrity designer Jean-Paul Gaultier to update its image.

74 AMAZON.COM 3.40 3.18 +7 U.S.
Amazon's relentless focus on making online buying easier-not to mention
steady progress toward profits-improved its standing among consumers.

75 CATERPILLAR 3.36 3.22 +5 U.S.
The economy gave Cat a rough ride, but the heavy-equipment and engine
maker bulldozed ahead, strengthening earnings through cost-cutting.

76 REUTERS 3.30 4.61 -28 Britain
The news and data service still had not found the formula to outgun
financial-screen rival Bloomberg in a weak market.

77 LEVI'S 3.30 3.45 -5 U.S.
This struggling American icon has tried-sometimes too hard-to be cool,
but it's also going mass-market with a line for Wal-Mart.

78 HERTZ 3.29 3.36 -2 U.S.
Saddled with a difficult travel market, Hertz Rent-A-Car had a tough time
standing out as the premium choice. This company will have to try harder.

79 PANASONIC 3.26 3.14 +4 Japan
Once a dowdy line of home electronics, Matsushita's Panasonic brand
stood for style, quality, and function-packed products.

80 ERICSSON 3.15 3.59 -12 Sweden
The cellular equipment giant survived the telecom bust but faced a tough
future. Two years of sturm and drang have taken a toll.

81 MOTOROLA 3.10 3.42 -9 U.S.
This electronics brand was cut down to size by intense competition and
weak demand, while product delays put customers on hold.

82 HENNESSY 3.00 N/A N/A France
Hip-hoppers and other celebs made this top-of-the-line cognac relevant to
a new generation of drinkers.

83 SHELL 2.98 2.81 +6 Brit./Nether.
CEO Phil Watts drove a money machine fueled by $30 oil prices and
hard-nosed cost-cutting.

84BOEING 2.86 2.97 -4 U.S.
Management worked hard to prove the brand stood for more than
commercial airliners, only to fall behind Airbus in that crucial market.

85 SMIRNOFF 2.81 2.72 +3 Britain
Shook up the booze business with its introduction of flavored vodkas and
a range of ready-to-drink Smirnoff spin-off products.

86 JOHNSON & JOHNSON 2.71 2.51 +8 U.S.
The halo effect from J&J's trusted consumer brands helped the company's
sales reps as they marketed a broad lineup of drugs and devices.

87 PRADA 2.54 2.49 +2 Italy
The Italian icon's minimalist clothing, nylon handbags, and ultra-trendy
shoes took fashion capitals by storm, but heavy debt slowed its strut.

88 MOET & CHANDON 2.52 2.45 +3 France
With sales up 14% last year, it kept the bubbly flowing at parent company
LVMH Moet Hennessy Louis Vuitton.

89 NISSAN 2.50 N/A N/A Japan
On a roll under new management from Renault, but the brand's reputation
had yet to catch up to Nissan's crowd-pleasing new models.

90 HEINEKEN 2.43 2.40 +1 Netherlands
Young people were drinking less, but if they spend more for quality, the
Dutch-made premium beer could prosper.

91 MOBIL 2.41 2.36 +2 U.S.
Success of its reformulated Mobil 1 motor oil, racing sponsorships, and its
status as NASCAR's official lubricant reinvigorated this ExxonMobil franchise.

92 NIVEA 2.22 2.06 +8 Germany
Hamburg-based parent company Beiersdorf kept the skin cream growing
by spreading it into categories such as sun protection and deodorants.

93 STARBUCKS 2.14 1.96 +9 U.S.
This fast-growing brand continued to corner the U.S. market, although it
hit some speed bumps overseas.

94 BURGER KING 2.12 2.16 -2 U.S.
As talks dragged on to sell the Home of the Whopper, it suffered from a stale
menu, management exodus, and financial strains among some franchisees.

95 POLO RALPH LAUREN 2.05 1.93 +6 U.S.
Another record year for the preppy purveyor of American style that
launched in 1967 as a line of flamboyant ties.

96 FEDEX 2.03 1.92 +6 U.S.
FedEx was riding high behind a successful expansion of its ground homedelivery
service, stealing market share from leader United Parcel Service Inc.

97 BARBIE 1.87 1.94 -3 U.S.
The babe in pink reinvented herself as a DVD movie star, even taking a spin
around Swan Lake. But she's slipping against fresh new competitors like Bratz.

98 WALL ST. JOURNAL 1.76 1.96 -10 U.S.
The downturn in advertising, especially for business publications,
pummeled the Dow Jones flagship.

99 JOHNNIE WALKER 1.72 1.65 +4 Britain
Four bottles of this nearly 200-year-old blended scotch whiskey are
consumed every minute, making it owner Diageo's most spirited brand.

100 JACK DANIELS 1.61 1.58 +2 U.S.
A global push and marketing campaign to appeal to women and younger
drinkers means Jack Black ain't just for Good Old Boys anymore.

출처: 다음(엽혹진)

[pearlsgirl]

나이키보다 삼성이 순위가 높아서 좋기는한데, 출처가 엽혹진이라 정보의 신뢰성에 조금의 흠집이..-_-;

[Phoenix Suns]

언젠가 쩐에 봤던거랑 순위가 비슷하네요..근데 과연 삼성이 저순위만큼 세계에 인지도가 있을지..

[Serial Killaz]

신뢰성 있는 자료네요. 쭉 읽어보니.. 그리고 세계에서의 삼성의 인지도가 우리들 상상 외로 엄청나다고 들었습니다. 더 정확히 말하자면 삼성전자의 힘이겠지만..곧 소니를 추월할 가능성이 높다는 소리까지 나올 정도니..

[Phoenix Suns]

물론 저희들이 상상하고 있는것보단 인지도가 높겟지만요^^ 삼성보다 하위에 있는 캐논이나 코닥, 필립스, 네슬레 보다 인지도가 높거나 비슷하기라도 할지..

[♡앤서사랑해♥]

우리나라..딱 1개..정말 암울하군요..일본은 10개는 될것 같은데..파라소닉,미쯔비시만 되도 엄청난 브랜드 밸류를 갖지 않나요?

[♡앤서사랑해♥]

갑자기 브랜드 하니까GD자동차 사장 한기주가 파리의 연인에서 한말이 생각나네요.."그사람들이 차한대를 사려고 비싼돈을 지불하나?그사람들은 그 차의 브랜드를 사는거라구.."

[Fahrenheit 9/11]

소니 브랜드의 계속되는 추락이 볼 만 하군요. 한 때 도요타와 함께 아시아를 대표하는 브랜드로써 Top 10안에 꼭 들어가던 브랜드였었죠.

[Vince Carter]

말보로가 저렇게 높은지 미쳐 몰랐... (=_=)

[The_Gunners]

근데 다른브랜드는 자동차면 자동차 전자면 전자 의류면 의류 식품이면 식품...이렇게 특화되어있는건데...삼성은....그게 아니라는....그래도 25위라....대단하네요..ㅋ

[SINCE1995]

NOKIA아 이렇게 높은 순위일줄은...젤 잘나가는 핸드폰 회사정도로만 알고 있었는데,,,

[혼ㅇㄹㄴ]

삼성은 키르키즈스탄에서도 광고한다더군요................

[Chuck]

역시 IT가.....

[RuN&GuN]

노키아 대단한 그룹입니다. 주식시장이 겁나게 불안한 나라로 한국과 핀란드를 꼽는데 핀란드는 노키아가 주식시장의 60퍼센트의 영향력을 좌지우지 하기땜에 그렇답니다.

[unknown]

LG 나 SK 현대등등 대기업들은 없고 삼성 딸랑 하나...

[MAD DOG]

리바이스는 한국에서만 알아주고 미국에서는 싸구려다. 라는 얘기를 많이 들었는데. 그런것만도 아닌것같네요.

[No.manner]

미국이 강국은 강국이군요 정말 부럽고 장사잘한다..일본을 대표하는 기업은 이제 도요타?

[I Rember NO.23]

해외에서 삼성은 SAMSUNG란 브랜드는 전자에만 쓰고 있습니다. 그리고 이미 매출에서 소니를 앞지른 것은 오래됐네요~소니는 전자회사이기 보다는 영화사와 컨텐츠를 보유한 회사가 돼가고 있습니다. 삼성은 원천기술 확보가 가장 시급한 문제이지요..언젠가는 소니를 흡수합병할수있을런지도 모릅니다.

[cuban fanclub]

세계 100대 브랜드가 아니라 꼭 미국 100대 브랜드 같은 느낌이...

[Baron&Veron]

리바이스는 대중들에게 널리 알려진 브랜드죠. 그렇게 고급스럽지는 않아보이던데.. 그나저나 난 코카콜라보다 펩시가 더 맛있던데...>.<

[Vince Carter]

코카콜라보다 펩시가 훨씬 맛있죠.

[마크프라이스]

와우 삼성

[Miracle Shooter]

위에분 말씀대로 삼성이 높은것 자체는 그리 놀랄일도 아니지만.. 삼성이 대한민국 브랜드라는걸 아는 사람이 그리 없죠

[♡앤서사랑해♥]

이제 일본을 대표하는 기업은 도요타죠..생산 관리를 배워도 도요타의 jit시스템 같은 얘기가 주축이고,,미국애들도 도요타에 사람 보내서 어떻게 그렇게 좋은 노사 관계 유지하는지,재고 없이 운영하는지 20년째배우고 다시 배우고 있죠..;스스로 진화 하는 기업..

[Last kobe]

걱정인게 삼성이 브랜드 파워는 강하나 기술력이 없다는게 문제죠. 뭐 램부문에서 뛰어나다면 뛰어나지만 딴 제품들중에 일제 보다 좋은거 솔직히 못봤습니다.

[Vince Carter]

"삼성이 만들면 다릅니다" 모르시나... 외국에서도 이 문구를 사용하는지는 몰라도, 삼성의 기술력에 대한 자부심은 엄청나죠. 이건희가 어려서 일본에 대한 컴플렉스가 있었다는 소리도 들었는데, 항상 무슨 계획을 추진하면 기본적으로 일본을 앞질러야 한다, 가 바탕이 된다고 하더군요. (=_=)

[Vince Carter]

글쎄... 전 삼성이 어느 부문에서 일본을 앞질렀다... 라는 소식을 특별나게 너무 많이 접한 걸까요. 제가 알고 있는 아주 적은 지식만으로도 삼성이 일본보다 낳은 기술력을 갖고 있는 부문, 여기다 다 못씁니다. ㅡ_ㅡ;

[버스회사 사장]

삼성 기술력 좋은데...-_- 한 때 유행한 세계 1위이거나 가능성 있는 것에만 주력하는 경영방식이 삼성 때문인걸로 알고있습니다.(물론 자동차에서 좀 삐끗했지만...-_- 이재용도 그렇고...) 근데 저 순위는 미국내에서 집계한 것 같군요.

[버스회사 사장]

노키아는 대단하죠. 에릭손이랑 모토로라는 저기 밑에 있는데...-_- 삼성이 많이 따라잡았죠. 전자제품 쪽에서도 소니랑 파나소닉 사이에서 잘하고 있고...현대도 자동차에서 좀 되야 되는데...쩝. 100위에 턱걸이한 잭다니엘 반갑네요...ㅎㅎ

[번슨이]

세계1위인 것에만 집중하는 것은 삼성 떄문이 아니라 GE에서 부터 시작됬죠 -ㅅ-; GE가 컨설팅 회사에 의뢰를 했고, 거기서 부터 시작된거죠. 삼성은 뒤늦게 따라한 겁니다... 그리고 삼성이 일본보다 앞선건, 대부분 변두리 기술들입니다....