The most expensive brands of the world

2020

The most expensive brands in the world in one billion dollars.

2019

Sberbank lost 10 positions in the rating of the most expensive brands

In January, 2019 the consulting company Brand Finance published the annual rating of the most expensive brands in the world. The list includes 500 companies among which — three Russian.

The most expensive brands given to Brand Finance

Sberbank lost 10 positions and was at the 139th place of rating (the bank took the 129th position in the 2018th) with brand assessment in $12.4 billion that is 6.3% more in comparison with 2018. It is the good result among the Russian companies.

Sberbank lost 10 positions in the rating of the most expensive brands

In addition to the list of the most expensive, analysts provided the rating of the strongest brands. Here the efficiency which depends on investments into marketing, perception of a brand and other indicators undertakes in attention. In this list Sberbank in 2019 was located on the second position against the 12th the previous year. The bank conceded only to car maker Ferrari.

In Russia and the countries of Central and Eastern Europe Sberbank the second year in a row is recognized the most expensive and strong brand.

In the global rating of the most expensive brands Gazprom in a year rose from the 315th to the 242nd place, and Lukoil — from the 363rd on the 356th. The cost of a brand of Gazprom grew by 45.7%, to $ 8.1 billion at once. Financial indicator of Lukoil rose by 19.7% and reached $5.8 billion.

The first line in the rating of Brand Finance saved Amazon. The total cost of brands of the technology companies in 2019 exceeded $1.6 trillion that corresponds to 23.7% in a total indicator of 500 most expensive brands. Shares of banks and telecommunication companies made 13.6% and 9% respectively.

Brand Finance estimates the relative force of brands on the basis of 19 factors, such as marketing investments, awareness, preference, satisfaction of personnel, corporate image and others. Together with the level of income force of a brand is decisive factor brand values. By drawing up rating the company relies on ISO 10668 of International Organization for Standardization.^[1]

The most expensive brands which are present at the market of the USA

2015: Microsoft bypassed IBM in the rating of the most expensive brands

On October 5, 2015 the international consulting company Interbrand provided new edition of rating of the most expensive brands in the world. Leadership was saved by Apple, and Lenovo could enter TOP 100.

According to Interbrand, in 2015 the cost of a trademark of Apple was $170.3 billion that is 43% more, than the previous year. The Californian giant holds the first place in the list the third year in a row.

Three years in a row Apple heads the rating of the most expensive brands in the world

On the second place, as well as 2014, Google whose brand in a year imitated for 12% to $120.3 billion was located. Top three was closed by producer of carbonated drinks Coca-Cola which thanks to successful marketing held a palm within 13 years till 2013. In the 2015th the brand of the company fell in price by 4% to $78.4 billion.

Microsoft climbed up the fourth line of rating, having outstripped IBM. By estimates of specialists, the cost of a trademark of Microsoft in 2015 in comparison with previous year increased by 11% (to $67.7 billion), and at IBM – decreased by 10% (to $65.1 billion).

Also got to the top ten of rating of Interbrand Samsung (the 7th, $45.3 billion), Amazon (the 10th, $37.95 billion). In total in 2015 28 of 100 companies belong to the technology or automobile building industries.

The most expensive IT brands in 2015 according to Interbrand, data of TAdviser

The following representatives of the market of high technologies also entered one hundred the most expensive brands: Intel (14th place, $35.4 billion), Cisco (the 15th, $29.9 billion), Oracle (the 16th, $27.3 billion), HP (the 18th, $23.1 billion), SAP (the 26th, $18.8 billion), Adobe (the 68th, $6.3 billion) and Huawei (the 88th, $4.95 billion).

Lenovo which was placed on the 100th position with brand assessment in $4.1 billion for the first time got to rating. The list was left, on the contrary, by Nokia and Nintendo. Also It should be noted Facebook whose brand was the most fast-growing: in 2015 its cost increased by 54% concerning an indicator of year prescription, having been $22 billion.

During the research of analytics Interbrand considered a number of the factors influencing brand cost. In particular, financial performance of sales of goods and services, extent of influence of a trademark at choice of the buyer and the brand force allowing to set high prices not to the detriment of revenues of the company were considered.^[2]

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