Tabelle Die teuersten Weltmarken
Die Liste der 75 weltweit größten Marken durch die Interbrand-Beratung zeigt: Traditionslabels wie Heinz oder Guinness verlieren an Glanz. High-Tech- und Internet-Namen genießen dagegen eine immer höhere Wertschätzung.
Dieser Beitrag stammt aus dem SPIEGEL-Archiv. Warum ist das wichtig?
Hamburg -
| Rang | Markenname | Marken Wert 2000 (Mio $) | Marken Wert 1999 (Mio $) | Veränderung 2000/ 1999 |
Markt Kapitalisierung (30.06.00) (Mio $) |
Anteil des Markenwerts an der Markt Kapitalisierung (2000) | Land | Branche |
| 1 | Coca Cola | 72.537 | 83.845 | -13% | 142.163 | 51% | USA | Getränke |
| 2 | Microsoft - Windows | 70.197 | 56.654 | 24% | 420.992 | 17% | USA | Software |
| 3 | IBM | 53.184 | 43.781 | 21% | 194.236 | 27% | USA | Computer |
| 4 | Intel | 39.049 | 30.021 | 30% | 447.719 | 9% | USA | Halbleiter |
| 5 | Nokia | 38.528 | 20.694 | 86% | 239.828 | 16% | Finnland | Telefone |
| 6 | General Electric | 38.128 | 33.502 | 14% | 524.351 | 7% | USA | Verschiedenes |
| 7 | Ford | 36.368 | 33.197 | 10% | 48.781 | 75% | USA | Automobile |
| 8 | Disney | 33.553 | 32.275 | 4% | 80.645 | 42% | USA | Unterhaltung |
| 9 | McDonald's | 27.859 | 26.231 | 6% | 44.012 | 63% | USA | Nahrungsmittel |
| 10 | AT&T | 25.548 | 24.181 | 6% | 118.671 | 22% | USA | Telefone |
| 11 | Marlboro | 22.111 | 21.048 | 5% | 60.740 | 36% | USA | Tabak |
| 12 | Mercedes | 21.105 | 17.781 | 19% | 53.399 | 40% | Deutschland | Automobile |
| 13 | Hewlett-Packard | 20.572 | 17.132 | 20% | 124.875 | 16% | USA | Computer |
| 14 | Cisco Systems | 20.068 | N/A | N/A | 446.454 | 4% | USA | Computer |
| 15 | Toyota | 18.824 | 12.310 | 53% | 171.166 | 11% | Japan | Automobile |
| 16 | Citibank | 18.810 | N/A* | N/A | 203.325 | 9% | USA | Finanz |
| 17 | Gillette | 17.359 | 15.894 | 9% | 36.471 | 48% | USA | Pflege |
| 18 | Sony | 16.410 | 14.231 | 15% | 85.349 | 19% | Japan | Elektronik |
| 19 | American Express | 16.122 | 12.550 | 28% | 69.240 | 23% | USA | Finanz |
| 20 | Honda | 15.245 | 11.101 | 37% | 33.247 | 46% | Japan | Automobile |
| 21 | Compaq | 14.602 | N/A | N/A | 43.405 | 34% | USA | Computer |
| 22 | Nescafé | 13.681 | N/A* | N/A | N/A | N/A | Schweiz | Getränke |
| 23 | BMW | 12.969 | 11.281 | 15% | 20.307 | 64% | Deutschland | Automobile |
| 24 | Kodak | 11.822 | 14.830 | -20% | 18.432 | 64% | USA | Fotografie |
| 25 | Heinz | 11.742 | 11.806 | -1% | 15.410 | 76% | USA | Nahrungsmittel |
| 26 | Budweiser | 10.685 | 8.510 | 26% | 33.741 | 32% | USA | Alkohol |
| 27 | Xerox | 9.700 | 11.225 | -14% | 13.825 | 70% | USA | Büroausrüstung |
| 28 | Dell | 9.476 | 9.043 | 5% | 127.576 | 7% | USA | Computer |
| 29 | Gap | 9.316 | 7.909 | 18% | 26.565 | 35% | USA | Mode |
| 30 | Nike | 8.015 | 8.155 | -2% | 11.212 | 71% | USA | Sportwaren |
| 31 | Volkswagen | 7.834 | 6.603 | 19% | 11.930 | 66% | Deutschland | Automobile |
| 32 | Ericsson | 7.805 | 14.766 | -47% | 165.767 | 5% | Schweden | Telefone |
| 33 | Kellogg's | 7.357 | 7.052 | 4% | 12.066 | 61% | USA | Nahrungsmittel |
| 34 | Louis Vuitton | 6.887 | 4.076 | 69% | 40.558 | 17% | Frankreich | Luxusartikel |
| 35 | Pepsi-Cola | 6.637 | 5.932 | 12% | 64.035 | 10% | USA | Getränke |
| 36 | Apple | 6.594 | 4.283 | 54% | 17.047 | 39% | USA | Computer |
| 37 | MTV | 6.411 | N/A | N/A | N/A | N/A | USA | Unterhaltung |
| 38 | Yahoo! | 6.300 | 1.761 | 258% | 67.297 | 9% | USA | Internetdienste |
| 39 | SAP | 6.136 | N/A | N/A | 51.814 | 12% | Deutschland | Software |
| 40 | IKEA | 6.032 | N/A* | N/A | N/A | N/A | Schweden | Haushalt |
| 41 | Duracell | 5.885 | N/A | N/A | N/A | N/A | USA | Batterien |
| 42 | Philips | 5.482 | N/A | N/A | 64.250 | 9% | Holland | Elektronik |
| 43 | Samsung | 5.223 | N/A | N/A | 40.821 | 13% | S. Korea | Elektronik |
| 44 | Gucci | 5.150 | N/A | N/A | 9.636 | 53% | Italien | Luxusartikel |
| 45 | Kleenex | 5.144 | 4.602 | 12% | N/A | N/A | USA | Pflege |
| 46 | Reuters | 4.877 | N/A | N/A | 24.330 | 20% | England | Medien |
| 47 | AOL | 4.532 | 4.329 | 5% | 121.044 | 4% | USA | Internetdienste |
| 48 | Amazon.Com | 4.529 | 1.361 | 233% | 12.774 | 35% | USA | Internet Handel |
| 49 | Motorola | 4.446 | 3.643 | 22% | 62.550 | 7% | USA | Telefone |
| 50 | Colgate | 4.418 | 3.568 | 24% | 34.527 | 13% | USA | Pflege |
| 51 | Wrigley's | 4.324 | 4.404 | -2% | 7.349 | 59% | USA | Nahrungsmittel |
| 52 | Chanel | 4.142 | 3.143 | 32% | N/A | N/A | Frankreich | Luxusartikel |
| 53 | adidas | 3.791 | 3.596 | 5% | 2.513 | 151% | Deutschland | Sportwaren |
| 54 | Panasonic | 3.734 | N/A | N/A | 55.774 | 7% | Japan | Elektronik |
| 55 | Rolex | 3.561 | 2.423 | 47% | N/A | N/A | Schweiz | Luxus |
| 56 | Hertz | 3.438 | 3.527 | -3% | 3.138 | 110% | USA | Autovermietung |
| 57 | Bacardi | 3.187 | 2.895 | 10% | N/A | N/A | Kuba | Alkohol |
| 58 | BP | 3.067 | 2.985 | 3% | 216.745 | 1% | England | Oel |
| 59 | Moet & Chandon | 2.799 | 2.804 | 0% | N/A | N/A | Frankreich | Alkohol |
| 60 | Shell | 2.786 | 2.681 | 4% | 133.815 | 2% | England | Oel |
| 61 | Burger King | 2.702 | 2.806 | -4% | N/A | N/A | England | Nahrungsmittel |
| 62 | Smirnoff | 2.443 | 2.313 | 6% | N/A | N/A | England | Alkohol |
| 63 | Barbie | 2.315 | N/A* | N/A | 5.614 | 41% | USA | Spielwaren |
| 64 | Heineken | 2.219 | 2.184 | 2% | 19.163 | 12% | Holland | Alkohol |
| 65 | Wall Street Journal | 2.185 | N/A | N/A | N/A | N/A | USA | Medien |
| 66 | Ralph Lauren/Polo | 1.834 | 1.648 | 11% | N/A | N/A | USA | Luxusartikel |
| 67 | Johnnie Walker | 1.541 | 1.634 | -6% | N/A | N/A | England | Alkohol |
| 68 | Hilton | 1.483 | 1.319 | 12% | N/A | N/A | England/USA | Erholung |
| 69 | Jack Daniels | 1.480 | N/A | N/A | 3.653 | 41% | USA | Alkohol |
| 70 | Armani | 1.456 | N/A | N/A | N/A | N/A | Italien | Luxusartikel |
| 71 | Pampers | 1.400 | 1.422 | -2% | N/A | N/A | USA | Pflege |
| 72 | Starbucks | 1.330 | N/A | N/A | 7.085 | 19% | USA | Getränke |
| 73 | Guinness | 1.225 | 1.262 | -3% | N/A | N/A | England | Alkohol |
| 74 | Financial Times | 1.149 | N/A | N/A | N/A | N/A | England | Medien |
| 75 | Benetton | 1.008 | N/A | N/A | 3.812 | 26% | Italien | Mode |
Quelle: Interbrand
* nicht vergleichbar mit 1999 wegen besserer Verfügbarkeit der Daten
