Pour la 3ème année consécutive, le TOP 3 ne bouge pas. (Voir Classement 2009).
Saluons l’entrée dans ce top 100 de 10 nouvelles marques, une entrée dominée par le secteur des boissons (Corona, Johnnie Walker, Heineken, Jack Daniel’s, Sprite) mais aussi de services financiers (Santander, Barclays, Zurich, Credit Suisse). Ces derniers sont certainement à l’origine de la remontée du secteur financier, à la peine depuis 2008. De -40% en 2009, le secteur passe à +26%.
Parmi les disparus de cette édition : Burger King, Polo Ralph Lauren, Lexus, Duracell, Prada, BP, Rolex, Wrigley, Puma
| Rang | Rang précédent | Marque | Pays d’origine | Secteur | Valeur de la marque (M$) | Evolution de la valeur | |
|---|---|---|---|---|---|---|---|
| 1 | 1 | COCA COLA |
United States | Beverages | 70,452 | 2% | |
| 2 | 2 | IBM | United States | Business Services | 64,727 | 7% | |
| 3 | 3 | MICROSOFT | United States | Computer Software | 60,895 | 7% | |
| 4 | 7 | United States | Internet Services | 43,557 | 36% | ||
| 5 | 4 | GENERAL ELECTRICS | United States | Diversified | 42,808 | -10% | |
| 6 | 6 | MC DONALDS | United States | Restaurants | 33,578 | 4% | |
| 7 | 9 | INTEL | United States | Electronics | 32,015 | 4% | |
| 8 | 5 | NOKIA | Finland | Electronics | 29,495 | -15% | |
| 9 | 10 | DISNEY | United States | Media | 28,731 | 1% | |
| 10 | 11 | HP | United States | Electronics | 26,867 | 12% | |
| 11 | 8 | TOYOTA | Japan | Automotive | 26,192 | -16% | |
| 12 | 12 | MERCEDES-BENZ | Germany | Automotive | 25,179 | 6% | |
| 13 | 13 | GILETTE | United States | FMCG | 23,298 | 2% | |
| 14 | 14 | CISCO | United States | Business Services | 23,219 | 5% | |
| 15 | 15 | BMW | Germany | Automotive | 22,322 | 3% | |
| 16 | 16 | LOUIS VUITTON | France | Luxury | 21,860 | 4% | |
| 17 | 20 | APPLE | United States | Electronics | 21,143 | 37% | |
| 18 | 17 | MARLBORO | United States | Tobacco | 19,961 | 5% | |
| 19 | 19 | SAMSUNG | South Korea | Electronics | 19,491 | 11% | |
| 20 | 18 | HONDA | Japan | Automotive | 18,506 | 4% | |
| 21 | 21 | H&M | Sweden | Apparel | 16,136 | 5% | |
| 22 | 24 | ORACLE | United States | Business Services | 14,881 | 9% | |
| 23 | 23 | PEPSI | United States | Beverages | 14,061 | 3% | |
| 24 | 22 | AMERICAN EXPRESS | United States | Financial Services | 13,944 | -7% | |
| 25 | 26 | NIKE | United States | Sporting Goods | 13,706 | 4% | |
| 26 | 27 | SAP | Germany | Business Services | 12,756 | 5% | |
| 27 | 25 | NESCAFE | Switzerland | Beverages | 12,753 | -4% | |
| 28 | 28 | IKEA | Sweden | Home Furnishings | 12,487 | 4% | |
| 29 | 37 | JP MORGAN | United States | Financial Services | 12,314 | 29% | |
| 30 | 30 | BUDWEISER | United States | Alcohol | 12,252 | 4% | |
| 31 | 31 | UPS | United States | Transportation | 11,826 | 2% | |
| 32 | 32 | HSBC | United Kingdom | Financial Services | 11,561 | 10% | |
| 33 | 33 | CANON | Japan | Electronics | 11,485 | 10% | |
| 34 | 29 | SONY | Japan | Electronics | 11,356 | -5% | |
| 35 | 34 | KELLOGG’S | United States | FMCG | 11,041 | 6% | |
| 36 | 43 | AMAZON.COM | United States | Internet Services | 9,665 | 23% | |
| 37 | 38 | GOLDMAN SACHS | United States | Financial Services | 9,372 | 1% | |
| 38 | 39 | NINTENDO | Japan | Electronics | 8,990 | -2% | |
| 39 | 40 | THOMSON REUTERS | Canada | Media | 8,976 | 6% | |
| 40 | 36 | CITI | United States | Financial Services | 8,887 | -13% | |
| 41 | 35 | DELL | United States | Electronics | 8,880 | -14% | |
| 42 | 42 | PHILIPS | Netherlands | Electronics | 8,696 | 7% | |
| 43 | 46 | EBAY | United States | Internet Services | 8,453 | 15% | |
| 44 | 41 | GUCCI | Italy | Luxury | 8,346 | 2% | |
| 45 | 44 | L’OREAL | France | FMCG | 7,981 | 3% | |
| 46 | 48 | HEINZ | United States | FMCG | 7,534 | 4% | |
| 47 | 45 | ACCENTURE | United States | Business Services | 7,481 | -3% | |
| 48 | 50 | ZARA | Spain | Apparel | 7,468 | 10% | |
| 49 | 47 | SIEMENS | Germany | Diversified | 7,315 | 0% | |
| 50 | 49 | FORD | United States | Automotive | 7,195 | 3% | |
| 51 | 52 | COLGATE | United States | FMCG | 6,919 | 6% | |
| 52 | 57 | MORGAN STANLEY | United States | Financial Services | 6,911 | 8% | |
| 53 | 55 | WOLKSWAGEN | Germany | Automotive | 6,892 | 6% | |
| 54 | 63 | BLACKBERRY | Canada | Electronics | 6,762 | 32% | |
| 55 | 54 | MTV | United States | Media | 6,719 | 3% | |
| 56 | 53 | AXA | France | Financial Services | 6,694 | 3% | |
| 57 | 58 | NESTLE | Switzerland | FMCG | 6,548 | 4% | |
| 58 | 60 | DANONE | France | FMCG | 6,363 | 7% | |
| 59 | 56 | XEROX | United States | Electronics | 6,109 | -5% | |
| 60 | 61 | KFC | United States | Restaurants | 5,844 | 2% | |
| 61 | N/A | SPRITE | United States | Beverages | 5,777 | 0% | |
| 62 | 62 | ADIDAS | Germany | Sporting Goods | 5,495 | 2% | |
| 63 | 65 | AUDI | Germany | Automotive | 5,461 | 9% | |
| 64 | 67 | AVON | United States | FMCG | 5,072 | 3% | |
| 65 | 69 | HYUNDAI | South Korea | Automotive | 5,033 | 9% | |
| 66 | 64 | YAHOO! | United States | Internet Services | 4,958 | -3% | |
| 67 | 81 | ALLIANZ | Germany | Financial Services | 4,904 | 28% | |
| 68 | N/A | SANTANDER | Spain | Financial Services | 4,846 | 0% | |
| 69 | 70 | HERMES | France | Luxury | 4,782 | 4% | |
| 70 | 66 | CATERPILLAR | United States | Diversified | 4,704 | -6% | |
| 71 | 71 | KLEENEX | United States | FMCG | 4,536 | 3% | |
| 72 | 74 | PORSCHE | Germany | Automotive | 4,404 | 4% | |
| 73 | 75 | PANASONIC | Japan | Electronics | 4,351 | 3% | |
| 74 | N/A | BARCLAYS | United Kingdom | Financial Services | 4,218 | 0% | |
| 75 | 80 | JOHNSON & JOHNSON | United States | FMCG | 4,155 | 8% | |
| 76 | 76 | TIFFANY & CO | United States | Luxury | 4,127 | 3% | |
| 77 | 77 | CARTIER | France | Luxury | 4,052 | 2% | |
| 78 | N/A | JACK DANIEL’S | United States | Alcohol | 4,036 | 0% | |
| 79 | 82 | MOET & CHANDON | France | Alcohol | 4,021 | 7% | |
| 80 | N/A | CREDIT SUISSE | Switzerland | Financial Services | 4,010 | 0% | |
| 81 | 92 | SHELL | Netherlands | Energy | 4,003 | 24% | |
| 82 | 94 | VISA | United States | Financial Services | 3,998 | 26% | |
| 83 | 79 | PIZZA HUT | United States | Restaurants | 3,973 | 2% | |
| 84 | 78 | GAP | United States | Apparel | 3,961 | 1% | |
| 85 | N/A | CORONA | Mexico | Alcohol | 3,847 | 0% | |
| 86 | 72 | UBS | Switzerland | Financial Services | 3,812 | -13% | |
| 87 | 86 | NIVEA | Germany | FMCG | 3,734 | 5% | |
| 88 | 95 | ADOBE | United States | Computer Software | 3,626 | 15% | |
| 89 | 84 | SMIRNOFF | United Kingdom | Alcohol | 3,624 | -2% | |
| 90 | N/A | 3M | United States | Diversified | 3,586 | 0% | |
| 91 | 88 | FERRARI | Italy | Automotive | 3,562 | 1% | |
| 92 | N/A | JOHNNIE WALKER | United Kingdom | Alcohol | 3,557 | 0% | |
| 93 | N/A | HEINEKEN | Netherlands | Alcohol | 3,516 | 0% | |
| 94 | N/A | ZURICH | Switzerland | Financial Services | 3,496 | 0% | |
| 95 | 89 | ARMANI | Italy | Luxury | 3,443 | 4% | |
| 96 | 91 | LANCOME | France | FMCG | 3,403 | 5% | |
| 97 | 90 | STARBUCKS | United States | Restaurants | 3,339 | 2% | |
| 98 | 73 | HARLEY DAVIDSON | United States | Automotive | 3,281 | -24% | |
| 99 | 100 | CAMPBELL’S | United States | FMCG | 3,241 | 5% | |
| 100 | 98 | BURBERRY | United Kingdom | Luxury | 3,110 | 0% |
VISION PAR PAYS
Avec seulement 8 marques présentent dans le top 100, la France ce place 5ème pays en terme de capitalisation de marques. Cette performance est liée à la capitalisation française sur des activités de prestige : le luxe, les cosmétiques, les spiritueux. Les Etats Unis dominent très largement le classement avec 50% des marques leur appartenant. Les 10 marques allemandes capitalisent près de 8 fois moins que celles nord américaines mais lui permettent d’occucper la 2ème place au classement des pays. Avec seulement 6 marques, le Japon fait 1,5 fois mieux que la France.
TOPs et FLOPs
Les TOPS
- APPLE : profitant de la capitalisation sur la sortie de l’IPhone et l’annonce de l’IPad, le concurrent de Microsoft valorise sa marque de 37%
- GOOGLE fait un grand saut de la 7ème à la 4ème place. +36%
- BLACKBERRY : +32%
Les FLOPs
- HARLEY DAVIDSON continue sa descente en enfer en perdant cette année près d’un quart de la valeur de sa marque. A cette allure la célèbre marque de moto ne fera plus parti du prochain TOP 100 Interbrand.
- TOYOTA : -16%
- NOKIA perd sa 5ème place suite à une perte de 15% de sa valeur.
On parle ici des Tops et des Flops dont les marques étaient déjà présentes au dernier classement. Sans quoi, Wrigley disparut du classement malgré un belle place de 51ème en 2009, ferait office de plus beau flop, et Sprite, arrivé en 61ème place un beau Top.
Source : Interbrand
Dossier complet en anglais consultable et téléchargeable ICI.