Klasik bir yazı..
Saygın bir ekonomi dergisi/enstitüsü bir liste yayınlar. Liste üzerinde tartışılmayacak kadar ayan beyan bir gerçeği gösterir: Bu dünyayı belli adamlar çevirmektedirler..
Listede bize dair bir şey yoktur.
Bizim tüm tartışmalarımız, gündemimiz, hedeflerimiz böyle listelerin çok çok uzağındadır.
Yazar buna vurgu yapar ve bu listeye girmediğimiz müddetçe şu tartıştıklarımızın bir kıymeti yok der.
Yazı biter.
Seneye ömürler vefa ederse benzer bir liste ve benzer bir yazı…
Values calculated November 2014
| Rank | Brand | Brand Value ($bil) | 1-Yr Value Change (%) | Brand Revenue ($bil) | Company Advertising ($mil) | Industry |
|---|---|---|---|---|---|---|
| 1 | 
Apple |
124,2 | 19 | 170,9 | 1.100 | Technology |
| 2 | 
Microsoft |
63,0 | 11 | 86,7 | 2.300 | Technology |
| 3 | 
|
56,6 | 19 | 51,4 | 2.848 | Technology |
| 4 | 
Coca-Cola |
56,1 | 2 | 23,8 | 3.266 | Beverages |
| 5 | 
IBM |
47,9 | -5 | 99,8 | 1.294 | Technology |
| 6 | 
McDonald’s |
39,9 | 1 | 89,1 | 808 | Restaurants |
| 7 | 
General Electric |
37,1 | 9 | 126,0 | – | Diversified |
| 8 | 
Samsung |
35,0 | 19 | 209,6 | 3.818 | Technology |
| 9 | 
Toyota |
31,3 | 22 | 182,2 | 4.200 | Automotive |
| 10 | 
Louis Vuitton |
29,9 | 5 | 9,7 | 4.707 | Luxury |
| 11 | 
BMW |
28,8 | 4 | 81,3 | – | Automotive |
| 12 | 
Cisco |
28,0 | 4 | 47,1 | 196 | Technology |
| 13 | 
Intel |
28,0 | -9 | 52,7 | 1.900 | Technology |
| 14 | 
Disney |
27,4 | 19 | 23,6 | 2.600 | Leisure |
| 15 | 
Oracle |
25,8 | -4 | 38,3 | 79 | Technology |
| 16 | 
AT&T |
24,9 | 3 | 128,8 | 3.268 | Telecom |
| 17 | 
Mercedes-Benz |
23,8 | 1 | 98,0 | – | Automotive |
| 18 | 
|
23,7 | 74 | 7,8 | 117 | Technology |
| 19 | 
Wal-Mart |
23,3 | 7 | 304,4 | 2.400 | Retail |
| 20 | 
Honda |
23,2 | 10 | 115,5 | 2.979 | Automotive |
| 21 | 
NIKE |
22,1 | 22 | 26,1 | 3.031 | Apparel |
| 22 | 
Verizon |
21,6 | 11 | 120,6 | 2.438 | Telecom |
| 23 | 
Budweiser |
21,4 | 1 | 10,0 | – | Alcohol |
| 24 | 
Amazon.com |
21,4 | 45 | 73,0 | 2.400 | Technology |
| 25 | 
SAP |
20,7 | 6 | 21,1 | – | Technology |
| 26 | 
American Express |
20,7 | 15 | 34,9 | 3.043 | Financial Services |
| 27 | 
Gillette |
19,1 | 4 | 8,0 | 9.236 | Consumer Packaged Goods |
| 28 | 
Pepsi |
18,9 | 4 | 12,8 | 2.400 | Beverages |
| 29 | 
Nescafe |
17,8 | 0 | 10,5 | – | Beverages |
| 30 | 
Marlboro |
17,4 | 5 | 23,2 | 442 | Tobacco |
| 31 | 
H&M |
16,8 | 4 | 19,7 | – | Retail |
| 32 | 
L’Oréal |
16,6 | -1 | 11,1 | – | Consumer Packaged Goods |
| 33 | 
Visa |
16,0 | 13 | 11,8 | – | Financial Services |
| 34 | 
HSBC |
15,3 | 1 | 98,4 | – | Financial Services |
| 35 | 
ESPN |
14,8 | 15 | 10,5 | 2.600 | Media |
| 36 | 
Hewlett-Packard |
14,2 | -7 | 112,3 | 878 | Technology |
| 37 | 
Siemens |
13,0 | -5 | 101,2 | – | Diversified |
| 38 | 
Audi |
12,7 | 16 | 60,3 | – | Automotive |
| 39 | 
Gucci |
12,5 | 4 | 4,7 | – | Luxury |
| 40 | 
IKEA |
12,5 | 9 | 37,9 | – | Retail |
| 41 | 
Nestle |
12,1 | 3 | 11,2 | – | Consumer Packaged Goods |
| 42 | 
Frito-Lay |
12,1 | 5 | 11,3 | 2.400 | Consumer Packaged Goods |
| 43 | 
Home Depot |
11,8 | 17 | 78,8 | 865 | Retail |
| 44 | 
UPS |
11,1 | 9 | 55,5 | – | Transportation |
| 45 | 
Ford |
11,1 | 4 | 142,6 | 4.400 | Automotive |
| 46 | 
Danone |
11,0 | -1 | 13,9 | – | Consumer Packaged Goods |
| 47 | 
Hermès |
10,8 | 16 | 5,0 | 281 | Luxury |
| 48 | 
Fox |
10,7 | 5 | 13,0 | 2.900 | Media |
| 49 | 
Accenture |
10,5 | 9 | 31,9 | 90 | Business Services |
| 50 | 
Pampers |
10,3 | 8 | 10,6 | 9.236 | Consumer Packaged Goods |
| 51 | 
Zara |
10,1 | 7 | 14,4 | – | Retail |
| 52 | 
Wells Fargo |
10,1 | 12 | 88,1 | 610 | Financial Services |
| 53 | 
J.P. Morgan |
9,3 | 2 | 45,5 | 2.500 | Financial Services |
| 54 | 
Ebay |
9,1 | 7 | 7,0 | 1.000 | Technology |
| 55 | 
Kraft |
8,9 | -3 | 7,1 | 747 | Consumer Packaged Goods |
| 56 | 
Volkswagen |
8,9 | 9 | 144,7 | – | Automotive |
| 57 | 
Caterpillar |
8,8 | 4 | 55,7 | – | Heavy Equipment |
| 58 | 
Coach |
8,8 | -16 | 4,8 | 130 | Luxury |
| 59 | 
Thomson Reuters |
8,7 | -9 | 7,1 | – | Media |
| 60 | 
MasterCard |
8,7 | 19 | 8,3 | 841 | Financial Services |
| 61 | 
Starbucks |
8,7 | 25 | 14,5 | – | Restaurants |
| 62 | 
Chevrolet |
8,6 | – | 82,5 | 5.500 | Automotive |
| 63 | 
Cartier |
8,5 | – | 6,5 | – | Luxury |
| 64 | 
Colgate |
8,4 | 6 | 4,0 | 1.891 | Consumer Packaged Goods |
| 65 | 
Kellogg’s |
8,3 | -4 | 7,1 | 1.131 | Consumer Packaged Goods |
| 66 | 
Shell |
8,3 | 9 | 451,2 | – | Oil & Gas |
| 67 | 
Canon |
8,1 | -7 | 37,3 | 865 | Technology |
| 68 | 
Nissan |
8,0 | 16 | 98,5 | 2.895 | Automotive |
| 69 | 
Prada |
8,0 | 12 | 3,9 | 229 | Luxury |
| 70 | 
Adidas |
7,9 | -6 | 14,7 | – | Apparel |
| 71 | 
Hyundai |
7,8 | 20 | 52,0 | 1.913 | Automotive |
| 72 | 
Rolex |
7,7 | 5 | 4,7 | – | Luxury |
| 73 | 
Lexus |
7,7 | 10 | 18,7 | 4.200 | Automotive |
| 74 | 
Red Bull |
7,5 | 5 | 6,7 | – | Beverages |
| 75 | 
Bank of America |
7,4 | -5 | 79,5 | 1.834 | Financial Services |
| 76 | 
Philips |
7,2 | 2 | 31,1 | 1.174 | Diversified |
| 77 | 
John Deere |
7,2 | 11 | 37,8 | 183 | Heavy Equipment |
| 78 | 
Allianz |
7,0 | 2 | 135,0 | – | Financial Services |
| 79 | 
Chanel |
7,0 | 1 | 4,7 | – | Luxury |
| 80 | 
KIA Motors |
6,9 | – | 43,6 | 1.126 | Automotive |
| 81 | 
Exxon Mobil |
6,9 | 7 | 390,2 | – | Oil & Gas |
| 82 | 
Santander |
6,8 | 12 | 50,8 | 838 | Financial Services |
| 83 | 
Heineken |
6,7 | -3 | 6,0 | – | Alcohol |
| 84 | 
Ralph Lauren |
6,6 | 4 | 6,9 | 256 | Apparel |
| 85 | 
Subway |
6,6 | 16 | 18,8 | – | Restaurants |
| 86 | 
FedEx |
6,6 | 13 | 45,6 | 407 | Transportation |
| 87 | 
RBC |
6,6 | – | 37,6 | – | Financial Services |
| 88 | 
Chase |
6,5 | 3 | 53,0 | 2.500 | Financial Services |
| 89 | 
Porsche |
6,4 | 14 | 19,1 | – | Automotive |
| 90 | 
Lancome |
6,3 | 2 | 4,4 | – | Consumer Packaged Goods |
| 91 | 
LEGO |
6,2 | – | 4,5 | – | Leisure |
| 92 | 
Ericsson |
6,2 | 4 | 34,8 | – | Technology |
| 93 | 
Goldman Sachs |
6,2 | -9 | 40,9 | – | Financial Services |
| 94 | 
Burberry |
6,1 | 11 | 3,7 | – | Luxury |
| 95 | 
Sprite |
6,1 | – | 3,6 | 3.266 | Beverages |
| 96 | 
Heinz |
6,0 | 7 | 4,5 | – | Consumer Packaged Goods |
| 97 | 
Boeing |
6,0 | -7 | 86,6 | – | Aerospace |
| 98 | 
Citi |
6,0 | 16 | 92,5 | 1.888 | Financial Services |
| 99 | 
MTV |
5,8 | 5 | 3,3 | 1.117 | Media |
| 100 | 
Dell |
5,8 | -9 | 57,2 | – | Technology |
Selim Pehlivan 