2023년 가치별 상위 100개 브랜드, 브랜드 가치별 100대 기업, 2023년 우위를 점하고 있는 섹터, 2023년 가장 빠르게 상승하는 브랜드

 

브랜드 가치는 어떤 회사의 무형 자산에서도 중요한 부분을 차지할 수 있습니다.

특허 및 브랜드 이름과 같은 이러한 종류의 비물리적 자산은 기업의 전반적인 가치에 증가하는 영향을 미치고 있습니다. 2020년 분석에 따르면 무형 자산은 S&P 500의 시장 가치의 90%를 차지하며 1995년 이후 22% 포인트 증가했습니다.

이 그래픽은 브랜드 파이낸스의 연간 순위를 기준으로 2023년 세계에서 가장 가치 있는 브랜드 100개를 보여주며, 브랜드 자산이 기업의 시장 위치에서 수행하는 역할을 보여줍니다.

 

브랜드 가치별 100대 기업

브랜드 파이낸스는 38개국에 걸쳐 5,000개 이상의 회사(및 자회사 브랜드인 알파벳 및 메타와 같은 그룹의 경우)를 조사했습니다.

일반적으로 브랜드의 가치는 브랜드와 연결된 회사 수익의 배분을 나타냅니다. 방법론에 대한 더 자세한 내용은 이 글의 마지막에서 확인할 수 있습니다.

 

Rank	Brand	Brand Value (B)	Country	Sector
1	Amazon	$299.3	U.S.	Retail
2	Apple	$297.5	U.S.	Tech
3	Google	$281.4	U.S.	Media
4	Microsoft	$191.6	U.S.	Tech
5	Walmart	$113.8	U.S.	Retail
6	Samsung Group	$99.7	South Korea	Tech
7	ICBC	$69.5	China	Banking
8	Verizon	$67.4	U.S.	Telecoms
9	Tesla	$66.2	U.S.	Automobiles
10	TikTok/Douyin	$65.7	China	Media
11	Deutsche Telekom	$62.9	Germany	Telecoms
12	China Construction Bank	$62.7	China	Banking
13	Home Depot	$61.1	U.S.	Retail
14	Facebook	$59.0	U.S.	Media
15	State Grid	$58.8	China	Utilities
16	Mercedes-Benz	$58.8	Germany	Automobiles
17	Agricultural Bank Of China	$57.7	China	Banking
18	Starbucks	$53.4	U.S.	Restaurants
19	Toyota	$52.5	Japan	Automobiles
20	WeChat	$50.2	China	Media
21	Moutai	$49.7	China	Spirits
22	AT&T	$49.6	U.S.	Telecoms
23	Disney	$49.5	U.S.	Media
24	Allianz Group	$48.4	Germany	Insurance
25	Shell	$48.2	UK	Oil & Gas
26	Instagram	$47.4	U.S.	Media
27	Bank of China	$47.3	China	Banking
28	Costco	$46.6	U.S.	Retail
29	Aramco	$45.2	Saudi Arabia	Oil & Gas
30	Ping An	$44.7	China	Insurance
31	Huawei	$44.3	China	Tech
32	China Mobile	$43.4	China	Telecoms
33	BMW	$40.4	Germany	Automobiles
34	accenture	$39.9	U.S.	Tech
35	Oracle	$39.6	U.S.	Tech
36	Bank of America	$38.6	U.S.	Banking
37	Tencent	$38.1	China	Media
38	UnitedHealthcare	$37.1	U.S.	Healthcare Services
39	McDonald's	$36.9	U.S.	Restaurants
40	Porsche	$36.8	Germany	Automobiles
41	NTT Group	$36.6	Japan	Telecoms
42	UPS	$35.4	U.S.	Logistics
43	Mitsubishi Group	$35.0	Japan	Automobiles
44	Marlboro	$34.7	U.S.	Tobacco
45	Deloitte	$34.5	U.S.	Commercial Services
46	American Express	$34.1	U.S.	Commercial Services
47	Volkswagen	$34.0	Germany	Automobiles
48	Coca-Cola	$33.5	U.S.	Soft Drinks
49	Wells Fargo	$33.0	U.S.	Banking
50	CSCEC	$31.9	China	Engineering & Construction
51	J.P. Morgan	$31.8	U.S.	Banking
52	Lowe's	$31.6	U.S.	Retail
53	Chase	$31.3	U.S.	Banking
54	Nike	$31.3	U.S.	Apparel
55	Mitsui	$30.7	Japan	Engineering & Construction
56	CVS	$30.6	U.S.	Retail
57	Citi	$30.6	U.S.	Banking
58	Taobao	$30.5	China	Retail
59	Wuliangye	$30.3	China	Spirits
60	YouTube	$29.7	U.S.	Media
61	PetroChina	$29.6	China	Oil & Gas
62	VISA	$29.6	U.S.	Commercial Services
63	FedEx	$28.9	U.S.	Logistics
64	Xfinity	$28.8	U.S.	Telecoms
65	Target	$27.6	U.S.	Retail
66	Tmall	$27.4	China	Retail
67	Hyundai Group	$27.3	South Korea	Automobiles
68	Sinopec	$27.1	China	Oil & Gas
69	Tata Group	$26.4	India	Engineering & Construction
70	Louis Vuitton	$26.3	France	Apparel
71	IBM	$26.2	U.S.	Tech
72	EY	$25.7	UK	Commercial Services
73	PWC	$25.3	U.S.	Commercial Services
74	Mastercard	$24.8	U.S.	Commercial Services
75	China Merchants Bank	$24.5	China	Banking
76	Honda	$24.2	Japan	Automobiles
77	Netflix	$24.2	U.S.	Media
78	Cisco	$23.9	U.S.	Tech
79	Sumitomo Group	$23.9	Japan	Trading Houses
80	Spectrum	$23.3	U.S.	Telecoms
81	Uber	$23.3	U.S.	Mobility
82	Intel	$22.9	U.S.	Tech
83	Dell Technologies	$22.6	U.S.	Tech
84	SK Group	$22.5	South Korea	Telecoms
85	Nestlé	$22.4	Switzerland	Food
86	Ford	$22.3	U.S.	Automobiles
87	TSMC	$21.6	Taiwan	Tech
88	Walgreens	$21.6	U.S.	Retail
89	Siemens Group	$ 21.4	Germany	Engineering & Construction
90	LG Group	$21.3	South Korea	Tech
91	SAP	$21.1	Germany	Tech
92	TotalEnergies	$20.7	France	Oil & Gas
93	TD	$20.4	Canada	Banking
94	Optum	$20.1	U.S.	Healthcare Services
95	Elevance Health (formerly Anthem)	$19.9	U.S.	Healthcare Services
96	HSBC	$19.9	UK	Banking
97	CREC	$19.8	China	Engineering & Construction
98	CHANEL	$19.4	France	Apparel
99	General Electric	$19.3	U.S.	Engineering & Construction
100	Salesforce	$19.1	U.S.	Tech

 

아마존은 브랜드 가치가 2990억 달러로 세계 1위를 차지하고 있습니다. 온라인 소매 시장의 선두주자로서 가장 큰 수익을 창출하는 B2C 부문에서 강력한 브랜드 충성도를 가지고 있으며 B2B 플랫폼의 클라우드 서비스의 핵심 플레이어입니다.

빅테크 기업들은 어떻게 수익을 창출하는가?, 빅테크 수익흐름, 팬더믹 빅테크 성장을 가속화,

애플은 2,980억 달러 규모의 브랜드로 2위를 달리고 있습니다. 두 기술 대기업 브랜드 모두 공급망 차질, 노동 시장 제약, 예측 수익 둔화가 브랜드에 영향을 미치면서 지난해보다 가치가 하락했다는 점에 주목해야 합니다.

2022년 가장 가치있는 TOP 100 브랜드, 가장 가치 있는 브랜드 분석, 가장 가치있는 섹터, 가치있는

다른 빅테크 브랜드인 구글(#3)과 마이크로소프트(#4)가 그 다음 순위에 올랐습니다. 한국의 대기업인 삼성(#6)은 미국 이외의 지역에 기반을 둔 가장 높은 순위의 기업이었습니다.

 

2023년 우위를 점하고 있는 섹터

부문별 브랜드 가치를 보면 기술이 계속 우위를 점하고 있음을 알 수 있습니다. 아래 부문별 내역은 브랜드 파이낸스가 다루는 상위 500개 브랜드의 데이터를 사용합니다.

 

Rank	Sector	% of Total	Total Brand Value (B)
1	Tech	19.4%	$891.2
2	Retail	15.0%	$690.0
3	Media	14.0%	$645.2
4	Banking	10.2%	$467.4
5	Automobiles	8.6%	$397.3
6	Telecoms	7.3%	$334.6
7	Commercial Services	3.8%	$174.0
8	Oil & Gas	3.7%	$171.0
9	Engineering & Construction	3.3%	$149.5
10	Insurance	2.0%	$93.0
11	Restaurants	2.0%	$90.3
12	Spirits	1.7%	$80.0
13	Healthcare Services	1.7%	$77.1
14	Apparel	1.7%	$77.0
15	Logistics	1.4%	$64.3
16	Utilities	1.3%	$58.8
17	Tobacco	0.8%	$34.7
18	Soft Drinks	0.7%	$33.5
19	Trading Houses	0.5%	$23.9
20	Mobility	0.5%	$23.3
21	Food	0.5%	$22.4

 

전체적으로, 최고의 기술 브랜드는 애플, 마이크로소프트, 그리고 삼성의 엄청난 영향력 덕분에 총 8,910억 달러의 가치가 있었습니다.

소매 및 미디어 다음으로 은행 부문은 여전히 4670억 달러로 상당한 브랜드 영향력을 보유하고 있습니다. 자동차는 테슬라 및 메르세데스-벤츠와 같은 회사가 주도하여 상위 5개 부문을 3,970억 달러로 마무리했습니다.

2019~2023년 세계에서 가장 가치있는 은행 브랜드, 2023년 최고의 은행 브랜드, 최고의 자산관리 브

 

2023년 가장 빠르게 상승하는 브랜드

애플과 아마존과 같은 일부 브랜드는 작년 한 해 동안 가치가 하락한 반면, 다른 브랜드들은 브랜드 가치를 높였습니다.

아래에서는 전 세계 500대 브랜드 중 가장 빠르게 상승하고 있는 브랜드를 보여 줍니다:

 

Rank	Name	Brand Value % Change (2022-2023)
1	BYD	57%
2	ConocoPhillips	56%
3	Maersk	53%
4	LinkedIn	49%
5	Christian Dior	46%
6	Tesla	44%
7	ADP	44%
8	United Airlines	42%
9	Instagram	42%
10	Equinor	40%

 

중국의 대표적인 전기차(EV) 회사인 BYD가 가장 큰 폭으로 뛰어올랐다. 저가형 전기차에 집중하고 워렌 버핏의 지원을 받아 테슬라의 경쟁자가 되었고, 전 세계적으로 리튬 이온 배터리 생산 2위 업체입니다.

에너지 회사인 코노코필립스는 에너지 전환 연료, 생산 배출량 감축, 공급 비용 절감에 힘입어 브랜드 가치가 두 번째로 큰 폭으로 상승했습니다.

항공업계가 어려운 몇 년을 보낸 후, 유나이티드 항공의 브랜드 가치는 여행 수요가 가속화되면서 42% 증가했습니다.

경제 환경이 계속 변화함에 따라 이들 브랜드의 가치도 함께 변화할 것입니다.

2023년 브랜드 평판, 데이터 및 하이라이트, 가장 큰 평판 하락