La lista anual de Forbes de las marcas más valiosas del mundo.
La lista anual de Forbes de las marcas más valiosas del mundo, que examina las 100 empresas más importantes del año fiscal 2019, muestra que algunos de los mayores ganadores durante la actual pandemia de Covid-19 han estado en la cima desde el cierre del año pasado. Empresas como Amazon, Netflix y PayPal muestran ganancias sustanciales en el valor de la marca desde la lista del año pasado, en línea con las tendencias relacionadas con el comercio electrónico, el streaming y los pagos digitales.
Sin embargo, hay algunos recién llegados. Marcas como Nintendo, Burger King, Hennessy y AXA, por ejemplo, se abrieron camino en el ranking, mientras que Philips, Hewlett Packard Enterprise, Nissan y Kellogg’s fueron eliminadas.
La pregunta es: ¿Cómo será la lista de 2020 un año después del comienzo de la pandemia?
Después de mirar un universo de 200 marcas globales con una presencia notable en los EE.UU., nuestro primer paso en la valoración de las marcas fue determinar los ingresos y ganancias antes de los intereses e impuestos de cada una. Luego promediamos las ganancias antes de intereses e impuestos (EBIT) de los últimos tres años y restamos de las ganancias un cargo del 8% del capital empleado de la marca, calculando que una marca genérica debería ser capaz de ganar al menos un 8% de este capital. (Forbes también aplicó la tasa del impuesto de sociedades del país de origen de la empresa matriz a esa cifra de ganancias netas).
A continuación, asignamos un porcentaje de esas ganancias a la marca en función del papel que las marcas desempeñan en cada industria. A esta cifra de ganancias netas de la marca, aplicamos el múltiplo promedio de precio a ganancias de los últimos tres años para llegar al valor final de la marca. Para los equipos privados aplicamos los múltiplos de ganancias de empresas públicas comparables.
Compre en Amazon ahora y téngalo en Costa Rica rapido y seguro con UniBox.
|
Rank
|
Brand
|
Brand Value
|
1-Yr Value Change
|
Brand Revenue
|
Industry
|
|---|---|---|---|---|---|
|
1
|
Apple |
$241.2 B
|
17%
|
$260.2 B
|
Technology
|
|
2
|
$207.5 B
|
24%
|
$145.6 B
|
Technology
|
|
|
3
|
Microsoft |
$162.9 B
|
30%
|
$125.8 B
|
Technology
|
|
4
|
Amazon |
$135.4 B
|
40%
|
$260.5 B
|
Technology
|
|
5
|
$70.3 B
|
-21%
|
$49.7 B
|
Technology
|
|
|
6
|
Coca-Cola |
$64.4 B
|
9%
|
$25.2 B
|
Beverages
|
|
7
|
Disney |
$61.3 B
|
18%
|
$38.7 B
|
Leisure
|
|
8
|
Samsung |
$50.4 B
|
-5%
|
$209.5 B
|
Technology
|
|
9
|
Louis Vuitton |
$47.2 B
|
20%
|
$15 B
|
Luxury
|
|
10
|
McDonald’s |
$46.1 B
|
5%
|
$100.2 B
|
Restaurants
|
|
11
|
Toyota |
$41.5 B
|
-7%
|
$187 B
|
Automotive
|
|
12
|
Intel |
$39.5 B
|
2%
|
$72 B
|
Technology
|
|
13
|
NIKE |
$39.1 B
|
6%
|
$39.3 B
|
Apparel
|
|
14
|
AT&T |
$37.3 B
|
-10%
|
$151.2 B
|
Telecom
|
|
15
|
Cisco |
$36 B
|
4%
|
$50.6 B
|
Technology
|
|
16
|
Oracle |
$35.7 B
|
11%
|
$39.1 B
|
Technology
|
|
17
|
Verizon |
$32.3 B
|
2%
|
$131.9 B
|
Telecom
|
|
18
|
Visa |
$31.8 B
|
18%
|
$23 B
|
Financial Services
|
|
19
|
Walmart |
$29.5 B
|
12%
|
$341 B
|
Retail
|
|
20
|
GE |
$29.5 B
|
-14%
|
$76.6 B
|
Diversified
|
|
21
|
Budweiser |
$28.9 B
|
6%
|
$11.2 B
|
Alcohol
|
|
22
|
SAP |
$28.6 B
|
0%
|
$30.9 B
|
Technology
|
|
23
|
Mercedes-Benz |
$28.5 B
|
-14%
|
$121.7 B
|
Automotive
|
|
24
|
IBM |
$28.2 B
|
-10%
|
$77.1 B
|
Technology
|
|
25
|
Marlboro |
$26.8 B
|
-6%
|
$25.1 B
|
Tobacco
|
|
26
|
Netflix |
$26.7 B
|
72%
|
$20.2 B
|
Technology
|
|
27
|
BMW |
$25.9 B
|
-13%
|
$93.4 B
|
Automotive
|
|
28
|
American Express |
$25.1 B
|
-3%
|
$43.6 B
|
Financial Services
|
|
29
|
Honda |
$24.5 B
|
-5%
|
$126.2 B
|
Automotive
|
|
30
|
L’Oréal |
$22.8 B
|
23%
|
$11.7 B
|
Consumer Packaged Goods
|
|
31
|
Gucci |
$22.6 B
|
22%
|
$10.8 B
|
Luxury
|
|
32
|
Hermès |
$21.6 B
|
19%
|
$7.7 B
|
Luxury
|
|
33
|
Nescafe |
$20.4 B
|
14%
|
$9.2 B
|
Beverages
|
|
34
|
Home Depot |
$19.2 B
|
6%
|
$110.2 B
|
Retail
|
|
35
|
Accenture |
$19.1 B
|
15%
|
$43.2 B
|
Business Services
|
|
36
|
Pepsi |
$18.2 B
|
-3%
|
$9.3 B
|
Beverages
|
|
37
|
Starbucks |
$17.8 B
|
5%
|
$26.5 B
|
Restaurants
|
|
38
|
Mastercard |
$17.3 B
|
23%
|
$16.9 B
|
Financial Services
|
|
39
|
Frito-Lay |
$16.3 B
|
11%
|
$12.2 B
|
Consumer Packaged Goods
|
|
40
|
IKEA |
$15.8 B
|
3%
|
$46.2 B
|
Retail
|
|
41
|
Zara |
$14.7 B
|
9%
|
$21.9 B
|
Retail
|
|
42
|
Gillette |
$14.5 B
|
-13%
|
$6 B
|
Consumer Packaged Goods
|
|
43
|
HSBC |
$14.4 B
|
12%
|
$94.3 B
|
Financial Services
|
|
44
|
Audi |
$13.8 B
|
-3%
|
$59.6 B
|
Automotive
|
|
45
|
J.P. Morgan |
$13.7 B
|
11%
|
$52.6 B
|
Financial Services
|
|
46
|
Deloitte |
$13.5 B
|
9%
|
$46.2 B
|
Business Services
|
|
47
|
Sony |
$13.3 B
|
18%
|
$63 B
|
Technology
|
|
48
|
UPS |
$13.3 B
|
5%
|
$74.1 B
|
Transportation
|
|
49
|
Bank of America |
$13.2 B
|
14%
|
$97.5 B
|
Financial Services
|
|
50
|
Chase |
$13.1 B
|
12%
|
$64.9 B
|
Financial Services
|
|
Rank
|
Brand
|
Brand Value
|
1-Yr Value Change
|
Brand Revenue
|
Industry
|
|---|---|---|---|---|---|
|
51
|
Adidas |
$12.9 B
|
15%
|
$24.5 B
|
Apparel
|
|
52
|
Chanel |
$12.8 B
|
42%
|
$13.7 B
|
Luxury
|
|
53
|
Siemens |
$12.7 B
|
-8%
|
$97.2 B
|
Diversified
|
|
54
|
Nestle |
$12.3 B
|
-2%
|
$7.9 B
|
Consumer Packaged Goods
|
|
55
|
CVS |
$12.3 B
|
-10%
|
$187.2 B
|
Retail
|
|
56
|
Cartier |
$12.2 B
|
14%
|
$6.2 B
|
Luxury
|
|
57
|
Porsche |
$12.1 B
|
10%
|
$31.9 B
|
Automotive
|
|
58
|
ESPN |
$11.9 B
|
-9%
|
$11.4 B
|
Media
|
|
59
|
Citi |
$11.8 B
|
4%
|
$103.5 B
|
Financial Services
|
|
60
|
Wells Fargo |
$11.8 B
|
-16%
|
$103.9 B
|
Financial Services
|
|
61
|
Adobe |
$11.5 B
|
10%
|
$9 B
|
Technology
|
|
62
|
Pampers |
$11.5 B
|
8%
|
$8.6 B
|
Consumer Packaged Goods
|
|
63
|
Corona |
$11.4 B
|
13%
|
$7.5 B
|
Alcohol
|
|
64
|
T-Mobile |
$11.4 B
|
20%
|
$45.3 B
|
Telecom
|
|
65
|
Ebay |
$11.3 B
|
7%
|
$8.6 B
|
Technology
|
|
66
|
Chevrolet |
$11.3 B
|
5%
|
$77.5 B
|
Automotive
|
|
67
|
PayPal |
$11.3 B
|
24%
|
$17.5 B
|
Technology
|
|
68
|
Ford |
$11.2 B
|
-14%
|
$148.1 B
|
Automotive
|
|
69
|
Red Bull |
$11.1 B
|
12%
|
$6.8 B
|
Beverages
|
|
70
|
PwC |
$11 B
|
6%
|
$42.4 B
|
Business Services
|
|
71
|
HP |
$11 B
|
-12%
|
$58.8 B
|
Technology
|
|
72
|
Colgate |
$10.7 B
|
4%
|
$5.4 B
|
Consumer Packaged Goods
|
|
73
|
Fox |
$10.6 B
|
-13%
|
$12.4 B
|
Media
|
|
74
|
Lowe’s |
$10.5 B
|
13%
|
$72.1 B
|
Retail
|
|
75
|
Lancôme |
$10.4 B
|
22%
|
$7.1 B
|
Consumer Packaged Goods
|
|
76
|
H&M |
$10.4 B
|
-10%
|
$24.6 B
|
Retail
|
|
77
|
Lexus |
$10.3 B
|
8%
|
$25.3 B
|
Automotive
|
|
78
|
Santander |
$9.7 B
|
6%
|
$99.8 B
|
Financial Services
|
|
79
|
Costco |
$9.5 B
|
8%
|
$148.8 B
|
Retail
|
|
80
|
Rolex |
$9.5 B
|
5%
|
$5.2 B
|
Luxury
|
|
81
|
Hyundai |
$9.5 B
|
17%
|
$96.1 B
|
Automotive
|
|
82
|
Danone |
$9.3 B
|
1%
|
$11 B
|
Consumer Packaged Goods
|
|
83
|
Heineken |
$9.3 B
|
7%
|
$6.7 B
|
Alcohol
|
|
84
|
Uniqlo |
$9.2 B
|
6%
|
$17.2 B
|
Apparel
|
|
85
|
Goldman Sachs |
$8.9 B
|
-1%
|
$56.4 B
|
Financial Services
|
|
86
|
Hennessy |
$8.9 B
|
$2.8 B
|
Alcohol
|
|
|
87
|
Nintendo |
$8.8 B
|
$11.8 B
|
Technology
|
|
|
88
|
AXA |
$8.8 B
|
$115.9 B
|
Financial Services
|
|
|
89
|
Allianz |
$8.8 B
|
7%
|
$130.4 B
|
Financial Services
|
|
90
|
Dell |
$8.7 B
|
6%
|
$79.5 B
|
Technology
|
|
91
|
Caterpillar |
$8.6 B
|
4%
|
$53.8 B
|
Heavy Equipment
|
|
92
|
LEGO |
$8.6 B
|
6%
|
$5.8 B
|
Leisure
|
|
93
|
Huawei |
$8.5 B
|
6%
|
$188.6 B
|
Technology
|
|
94
|
John Deere |
$8.4 B
|
5%
|
$39.4 B
|
Heavy Equipment
|
|
95
|
UBS |
$8.3 B
|
$34.2 B
|
Financial Services
|
|
|
96
|
KFC |
$8.3 B
|
-2%
|
$27.9 B
|
Restaurants
|
|
97
|
Burger King |
$8.2 B
|
$22.9 B
|
Restaurants
|
|
|
98
|
EY |
$8 B
|
$36.4 B
|
Business Services
|
|
|
99
|
FedEx |
$7.9 B
|
-4%
|
$69.2 B
|
Transportation
|
|
100
|
Volkswagen |
$7.9 B
|
$111.8 B
|
Automotive
|
Fuente: https://www.forbes.com/the-worlds-most-valuable-brands/#6c7f3994119c