Eng qimmat brend (savdo markasi) qancha turadi? Dunyodagi eng qimmat brend qaysi? Kimning firma logotipi yiliga milliardlab dollar daromad keltiradi? Yaqin kelajakda qaysi brend muvaffaqiyat qozonadi? Ushbu savollarga quyidagi reytingdan javob olishingiz mumkin.
Har yili bir-biridan mustaqil tarzda ikki nashr ("Business Week" va "The Financial Times") Interbrand xalqaro konsalting guruhi va Millward Brown Optimor tadqiqot kompaniyalari dunyoning eng yaxshi va qimmat brendlari reytingini e'lon qiladi.
"Business Week" va Interbrand kompaniyasi hamkorlikda bu yil yettinchi marta"Dunyoning eng yaxshi 100 ta brendi" reytingini e'lon qildilar.
O'tgan yili bo'lgani kabi 2007 yilda ham CocaCola reytingda birinchilikni qo'lga kiritdi. Kompaniya daromadlari bu yil o'tgan yilgiga qaraganda 3 %ga kam bo'lsa-da, brend reytingda o'z mavqeini saqlab qoldi. Eslatib o'tamiz, so'nggi paytda ushbu alkogolsiz ichimlikning zararlari haqida matbuot chiqishlari CocaCola reytingiga sezilarli darajada ta'sir o'tkazgan.
Reytingda ikkinchi o'rinni jahon komputer dasturlari bozorini egallab ulgurgan Microsoft(59 mlrd. $) kompaniyasi egalladi. Undan keyingi o'rinda IBM turibdi: uning yillik daromadi 2 foizga o'sgan va 57 mlrd. dollarni tashkil etgan.
AQShning General Electric (51,5 mlrd. $) brendi 4-o'rinda bo'lsa, ko'pchilikning sevimli uyali telefon markasi, Finlandiyaning Nokia (33,6 mlrd. $) brendi 5-o'rinni egalladi. Kuchli o'nlikka yana Toyota (32 mlrd. $), Intel (30,9 mlrd. $), McDonalds (29,3 mlrd. $), Disney (29,2 mlrd. $) va Mersedes (21,5 mlrd. $) brendlari kirgan.
Eng rivojlanayotgan brend sifatida Google e'tirof etilgan. Uning qiymati 44 5ga o'sib, 17,8 mlrd. $ni tashkil etgan. Shuningdek, Zara (22%), Apple (21%) va Nintendo(18%) brendlarida ham bu yil katta o'sish kuzatilgan.
Dunyoning eng yaxshi brendlari (Interbrand)
1. Coca-Cola, AQSh
2. Microsoft, AQSh
3. IBM, AQSh
4. GE, AQSh
5. Nokia, Finlandiya
6. Toyota, Yaponiya
7. Intel, AQSh
8. McDonald’s, AQSh
9. Disney, AQSh
10. Mercedes, Germaniya
11. Citi, AQSh
12. Hewlett-Packard, AQSh
13. BMW, Germaniya
14. Marlboro, AQSh
15. American Express, AQSh
16. Gillette, AQSh
17. Louis Vuitton, Fransiya
18. Cisco, AQSh
19. Honda, Yaponiya
20. Google, AQSh
21. Samsung, Koreya
22. Merrill Lynch, AQSh
23. HSBC, Buyuk Britaniya
24. Nescafe, Shveysariya
25. Sony, Yaponiya
26. Pepsi, AQSh
27. Oracle, AQSh
28. UPS, AQSh
29. Nike, AQSh
30. Budweiser, AQSh
31. Dell, AQSh
32. JPMorgan, AQSh
33. Apple, AQSh
34. SAP, Germaniya
35. Goldman Sachs, AQSh
36. Canon, Yaponiya
37. Morgan Stanley, AQSh
38. Ikea, Shvetsiya
39. UBS, Shveysariya
40. Kellogg’s, AQSh
41. Ford, AQSh
42. Philips, Niderlandiya
43. Siemens, Germaniya
44. Nintendo, Yaponiya
45. Harley-Davidson, AQSh
46. Gucci, Italiya
47. AIG, AQSh
48. eBay, AQSh
49. AXA, Fransiya
50. Accenture, AQSh
51. L’Oral, Fransiya
52. MTV, AQSh
53. Heinz, AQSh
54. Volkswagen, Germaniya
55. Yahoo!, AQSh
56. Xerox, AQSh
57. Colgate, AQSh
58. Chanel, Fransiya
59. Wrigley, AQSh
60. KFC, AQSh
61. Gap, AQSh
62. Amazon.com, AQSh
63. Nestle, Shveysariya
64. Zara, Ispaniya
65. Avon, AQSh
66. Caterpillar, AQSh
67. Canone, Fransiya
68. Audi, Germaniya
69. Adidas, Germaniya
70. Kleenex, AQSh
71. Rolex, Shveysariya
72. Hyundai, Koreya
73. Herms, Fransiya
74. Pizza Hut, AQSh
75. Porsche, Germaniya
76. Reuters, Buyuk Britaniya
77. Motorola, AQSh
78. Panasonic, Yaponiya
79. Tiffany & Co., AQSh
80. Allianz, Germaniya
81. ING, Niderlandiya
82. Kodak, AQSh
83. Cartier, Fransiya
84. BP, Buyuk Britaniya
85. Mot & Chandon, Fransiya
86. Kraft, AQSh
87. Hennessy, Fransiya
88. Starbucks, AQSh
89. Duracell, AQSh
90. Johnson & Johnson, AQSh
91. Smirnoff, AQSh
92. Lexus, Yaponiya
93. Shell, Niderlandiya
94. Prada, Italiya
95. Burberry, Buyuk Britaniya
96. Nivea, Germaniya
97. LG, Koreya
98. Nissan, Yaponiya
99. Polo RL, AQSh
100. Hertz, AQSh
"Dunyoning eng yaxshi 100 ta brendi" reytingining muqobili Millward Brown Optimor va "Financial Times" gazetalari hamkorligida tashkil etilgan "Eng qimmat 100 ta brend"ro'yxatidir. Eng yaxshi brendlar reytingi ekspertlarning bahosi orqali aniqlangan bo'lsa, eng qimmatbaho brendlar - iste'molchilar fikrlari asosida tuzilgan.
MBOga ko'ra, dunyodagi eng qimmat brend Google bo'lib, uning qiymati 77 %ga oshgan va 66 mlrd. $ deya baholangan. Keyingi o'rinlarni General Electric (62 mlrd. $) va Microsoft (55 mlrd. $) brendlari egalladi. To'rtinchi o'rinda 44 mlrd. qiymat bilanCocaCola turgan bo'lsa, 5-o'rinni China Mobile (41 mlrd. $) band etdi.
MBO ekspertlariga ko'ra, eng tez rivojlanayotgan savdo markalari Marks & Spencer(192%), Best Buy (113%) va Target (88%)dir. Eng past ko'rsatgich Home Deport (-33%) da kuzatildi. Shunigdek T-Mobile - (-32%), Intel (-26%) va Dell (-24%) brendlar qiymati ham tushib ketgan.
Dunyoning eng qimmatbaho brendlari (Millward Brown Optimor)
N/Kompaniya nomi/Brand qiymati, mln. $
1. Google 66 434
2. GE (General Electric) 61 880
3. Microsoft 54 951
4. Coca Cola 44 134
5. China Mobile 41 214
6. Marlboro 39 166
7. Wal-Mart 36 880
8. Citi 33 706
9. IBM 33 572
10. Toyota 33 427
11. McDonald's 33 138
12. Nokia 31 670
13. Bank of America 28 767
14. BMW 25 751
15. HP 24 987
16. Apple 24 728
17. UPS 24 580
18. Wells Fargo 24 284
19. American Express 23 113
20. Louis Vuitton 22 686
21. Disney 22 572
22. Vodafone 21 107
23. NTT DoCoMo 19 450
24. Cisco 18 812
25. Intel 18 707
26. Home Depot 18 335
27. SAP 18 103
28. Gillette 17 954
29. Mercedes 17 813
30. Oracle 17 809
31. HSBC 17 457
32. Tesco 16 649
33. ICBC 16 460
34. Verizon Wireless 16 261
35. Starbucks 16 057
36. Honda 15 465
37. Dell 13 903
38. Bank of China 13 689
39. Royal Bank of Canada 13 624
40. Porsche 13 372
41. Deutsche Bank 13 210
42. Yahoo! 13 201
43. eBay 12 927
44. Samsung 12 742
45. Ford 12 627
46. L'Oral 12 303
47. Banco Santander 12 094
48. Pepsi 11 756
49. Carrefour 11 710
50. Merrill Lynch 11 655
51. UBS 11 591
52. Target 11 560
53. ING 11 539
54. Canon 11 413
55. Sony 11 389
56. Morgan Stanley 11 204
57. Chevrolet 11 202
58. Nissan 11 189
59. Chase 11 182
60. Motorola 10 787
61. China Construction Bank 10 757
62. Accenture 10 534
63. Nike 10 290
64. Harley-Davidson 10 269
65. Wachovia 10 035
66. Budweiser 9 977
67. Orange 9 922
68. Marks & Spencer 9 509
69. FedEx 9 310
70. Cingular Wireless 9 260
71. Siemens 9 111
72. State Farm 8 738
73. H&M 8 711
74. JP Morgan 8 490
75. TIM 8 440
76. Goldman Sachs 8 239
77. T-Mobile 8 047
78. Colgate 7 711
79. Chanel 7 499
80. Subway 7 433
81. IKEA 7 373
82. Royal Bank of Scotland 7 200
83. VW (Volkswagen) 7 033
84. Cartier 7 021
85. Hermes 6 939
86. Best Buy 6 674
87. Barclays 6 612
88. Avon 6 558
89. Gucci 6 524
90. Zara 6 469
91. WaMu 6 126
92. Amazon 5 964
93. BP 5 931
94. AIG 5 880
95. ABN AMRO 5 617
96. Auchan 5 570
97. Asda 5 540
98. Lexus 5 421
99. Esprit 5 411
100. Rolex 5 387
Ikkala reytingda ham bir-biriga o'xshash bir jihat bor. Ularda AQSh brendlari ko'p bo'lib, o'zlari ta'kidlaganidek, "Amerika markalari eng yaxshi bo'lishi kerak" prinsipiga amal qolmoqda. Lekin bu aksioma qachongacha davom etishini vaqt ko'rsatadi.
Davronbek Tojialiyev
