Amazon y Alibaba, marcas retail más valiosas. Zara asciende posiciones
En el sector del retail, la marca más valiosa del mundo no es como pudiera pensarse el gigante estadounidense WalMart. Si es quién más factura. Pero el poder como Valor de Enseña se lo llevan dos compañías de ecommerce puro. Amazon, el super eretailer líder y ya muy cerca, el grupo asiático Alibaba.
El BrandZ Top 100 de marcas más valiosas del mundo lo elaboran anualmente elaborado las consultoras británicas Millward Brown y WPP.
ZARA GANA SIETE PUESTOS
Del total del TOP 100, hay dos marcas españolas. Zara y Movistar. En el caso de la enseña de Inditex, en 2015 consigue escalar siete posiciones y situarse en el puesto número 35. Su valor estimado de marca de 22.319 millones de euros, un 14% más que el año anterior. Muy cerca, en la posición 40, aparece la marca de Telefónica que asciende seis puestos con un valor estimado de 9.420 millones de euros, un 3% más que en 2014. Banco Santander, en el puesto 86 en el TOP 2015, desciende hasta niveles por debajo del 100, por lo que no figura en el estudio de este año.
Zara se alza así con el quinto puesto entre las marcas europeas en un ranking encabezado por las marcas alemanas SAP y Deutsche Telekom, la firma de moda francesa Louis Vuitton y la automovilística, también alemana, BMW.
BrandZ Top 100 2016
TOP 20 RETAIL EN EL MUNDO POR VALOR DE MARCA
| Marca
|
Sector de actividad principal
|
Valor de marca
(en 000 dólares)
|
Variación valor
2016 vs 2015 |
Posición
respecto ranking 2015
|
|
|---|---|---|---|---|---|
| 1 | Amazon | Retail | 98 988 | 59% | 1 |
| 2 | Alibaba | Retail | 49 298 | -26% | -1 |
| 3 | The Home Depot | Retail | 36 440 | 32% | 1 |
| 4 | Walmart | Retail | 27 275 | -23% | -1 |
| 5 | IKEA | Retail | 18 082 | 6% | 0 |
| 6 | Costco | Retail | 14 461 | 29% | 3 |
| 7 | Lowe’s | Retail | 13 001 | 21% | 3 |
| 8 | ALDI | Retail | 12 077 | 4% | 0 |
| 9 | CVS | Retail | 12 074 | 17% | 2 |
| 10 | Ebay | Retail | 11 509 | -19% | -4 |
| 11 | JD.com | Retail | 10 496 | 37% | 5 |
| 12 | Walgreens | Retail | 10 364 | 22% | 1 |
| 13 | 7-eleven | Retail | 9 360 | 25% | 4 |
| 14 | Target | Retail | 9 301 | 11% | 0 |
| 15 | Tesco | Retail | 8 923 | -5% | -3 |
| 16 | Kroger | Retail | 7 905 | N/A | New |
| 17 | Carrefour | Retail | 7 736 | -3% | -2 |
| 18 | Woolworths | Retail | 7 459 | -37% | -11 |
| 19 | Lidl | Retail | 6 846 | 14% | 1 |
| 20 | Macy’s | Retail | 5 419 | -24% | -2 |
BrandZ Top 100 2016
| Marca | Sector | Valor de marca
(en 000 dólares) |
Variación valor
2016 vs 2015 |
Posición
respecto ranking 2015 |
|
|---|---|---|---|---|---|
| 1 | Technology | 229 198 | 32% | 1 | |
| 2 | Apple | Technology | 228 460 | -8% | -1 |
| 3 | Microsoft | Technology | 121 824 | 5% | 0 |
| 4 | AT&T | Telecom Providers | 107 387 | 20% | 2 |
| 5 | Technology | 102 551 | 44% | 7 | |
| 6 | Visa | Payments | 100 800 | 10% | -1 |
| 7 | Amazon | Retail | 98 988 | 59% | 7 |
| 8 | Verizon | Telecom Providers | 93 220 | 8% | -1 |
| 9 | McDonald’s | Fast Food | 88 654 | 9% | 0 |
| 10 | IBM | Technology | 86 206 | -8% | -6 |
| 11 | Tencent | Technology | 84 945 | 11% | 0 |
| 12 | Marlboro | Tobacco | 84 143 | 5% | -2 |
| 13 | Coca-Cola | Soft Drinks | 80 314 | -4% | -5 |
| 14 | Wells Fargo | Regional Banks | 58 540 | -1% | 2 |
| 15 | China Mobile | Telecom Providers | 55 923 | -7% | 0 |
| 16 | GE | Conglomerate | 54 093 | -9% | 1 |
| 17 | UPS | Logistics | 49 816 | -4% | 1 |
| 18 | Alibaba | Retail | 49 298 | -26% | -5 |
| 19 | Disney | Entertainment | 49 229 | 15% | 0 |
| 20 | Mastercard | Payments | 46 141 | 15% | 0 |
| 21 | Starbucks | Fast Food | 43 565 | 49% | 8 |
| 22 | SAP | Technology | 39 023 | 2% | 2 |
| 23 | Deutsche Telekom | Telecom Providers | 37 733 | 12% | 4 |
| 24 | Nike | Apparel | 37 472 | 26% | 4 |
| 25 | Vodafone | Telecom Providers | 36 750 | -4% | -2 |
| 26 | The Home Depot | Retail | 36 440 | 32% | 5 |
| 27 | ICBC | Regional Banks | 33 637 | -13% | -5 |
| 28 | Toyota | Cars | 29 501 | 2% | 2 |
| 29 | Baidu | Technology | 29 030 | -27% | -8 |
| 30 | Louis Vuitton | Luxury | 28 508 | 4% | 2 |
| 31 | Budweiser | Beer | 27 925 | 5% | 2 |
| 32 | Walmart | Retail | 27 275 | -23% | -6 |
| 33 | BMW | Cars | 26 837 | 2% | 1 |
| 34 | American Express | Payments | 26 641 | -30% | -9 |
| 35 | Zara | Apparel | 25 221 | 14% | 7 |
| 36 | L’Oréal Paris | Personal Care | 23 524 | 1% | 2 |
| 37 | Pampers | Baby Care | 22 911 | -4% | 0 |
| 38 | Accenture | Technology | 22 813 | 13% | 13 |
| 39 | Mercedes-Benz | Cars | 22 708 | 4% | 4 |
| 40 | Movistar | Telecom Providers | 21 945 | 3% | 6 |
| 41 | Subway | Fast Food | 21 567 | -4% | -1 |
| 42 | HP | Technology | 21 387 | -7% | -3 |
| 43 | HSBC | Global Banks | 20 276 | -16% | -8 |
| 44 | Hermès | Luxury | 19 821 | 5% | 11 |
| 45 | RBC | Regional Banks | 19 635 | -18% | -9 |
| 46 | China Construction Bank | Regional Banks | 19 617 | -11% | -5 |
| 47 | NTT | Telecom Providers | 19 552 | N/A | N/A |
| 48 | Samsung | Technology | 19 490 | -10% | -3 |
| 49 | Oracle | Technology | 19 489 | -10% | -5 |
| 50 | Huawei | Technology | 18 652 | 22% | 20 |
| 51 | Intel | Technology | 18 632 | 1% | 5 |
| 52 | BT | Telecom Providers | 18 575 | 3% | 6 |
| 53 | Orange | Telecom Providers | 18 465 | 6% | 8 |
| 54 | Colgate | Personal Care | 18 319 | 2% | 3 |
| 55 | IKEA | Retail | 18 082 | 6% | 9 |
| 56 | Citi | Global Banks | 17 055 | -2% | 4 |
| 57 | Ping An | Insurance | 16 910 | 6% | 11 |
| 58 | ExxonMobil | Oil & Gas | 16 838 | -18% | -9 |
| 59 | China Life | Insurance | 16 712 | -4% | 3 |
| 60 | TD | Regional Banks | 16 543 | -20% | -13 |
| 61 | Gillette | Personal Care | 16 400 | -17% | -9 |
| 62 | Agricultural Bank of China | Regional Banks | 16 331 | -19% | -12 |
| 63 | FedEx | Logistics | 16 236 | -17% | -10 |
| 64 | Commonwealth Bank of Australia | Regional Banks | 16 227 | -21% | -16 |
| 65 | PayPal | Payments | 15 910 | 35% | 23 |
| 66 | Shell | Oil & Gas | 14 940 | -21% | -12 |
| 67 | Cisco | Technology | 14 508 | -10% | 0 |
| 68 | Costco | Retail | 14 461 | 29% | 29 |
| 69 | HDFC | Regional Banks | 14 440 | 3% | 5 |
| 70 | US Bank | Regional Banks | 14 098 | -5% | 2 |
| 71 | Bank of China | Regional Banks | 13 803 | -16% | -6 |
| 72 | Sinopec | Oil & Gas | 13 206 | -24% | -9 |
| 73 | DHL | Logistics | 13 199 | -19% | -7 |
| 74 | Honda | Cars | 13 195 | -1% | 4 |
| 75 | Ford | Cars | 13 084 | 0% | 5 |
| 76 | Lowe’s | Retail | 13 001 | 21% | N/A |
| 77 | ANZ | Regional Banks | 12 883 | -27% | -18 |
| 78 | Telstra | Telecom Providers | 12 825 | 1% | 4 |
| 79 | H&M | Apparel | 12 665 | -8% | -4 |
| 80 | Gucci | Luxury | 12 592 | -9% | -4 |
| 81 | Siemens | Conglomerate | 12 485 | -19% | -12 |
| 82 | KFC | Fast Food | 12 386 | -2% | 1 |
| 83 | Petrochina | Oil & Gas | 12 341 | -18% | -12 |
| 84 | Chase | Regional Banks | 12 330 | 6% | 5 |
| 85 | Technology | 12 314 | 1% | 0 | |
| 86 | Pepsi | Soft Drinks | 12 188 | -7% | -7 |
| 87 | ALDI | Retail | 12 077 | 4% | 3 |
| 88 | CVS | Retail | 12 074 | 17% | N/A |
| 89 | J.P. Morgan | Global Banks | 11 943 | -12% | -12 |
| 90 | Red Bull | Soft Drinks | 11 667 | 3% | 4 |
| 91 | Ebay | Retail | 11 509 | -19% | -18 |
| 92 | Nissan | Cars | 11 479 | 1% | 1 |
| 93 | Moutai | Alcohol | 11 465 | N/A | N/A |
| 94 | SoftBank | Telecom Providers | 11 343 | 2% | 4 |
| 95 | Bank of America | Regional Banks | 11 289 | 0% | 0 |
| 96 | BP | Oil & Gas | 10 552 | -18% | -15 |
| 97 | Heineken | Beer | 10 549 | 9% | N/A |
| 98 | AIA | Insurance | 10 545 | 10% | N/A |
| 99 | JD.com | Retail | 10 496 | 37% | N/A |
| 100 | Adobe | Technology | 10 440 | 41% | N/A |
Fuente : Millward Brown
