BusinessWeek Online опубликовал сотню лучших международных
брендов.
Выборка проводилась по двум критериям. Бренд должен быть
глобальным, т.е. не меньше 20% продаж должны приходиться на другие страны,
и вторым условием была доступность финансовых и маркетинговых данных по
бренду.
1 |
COCA-COLA |
69,637
|
68,945
|
1
|
Coca-Cola Company |
2 |
MICROSOFT |
64,091
|
65,068
|
-2
|
Microsoft Corp. |
3 |
IBM |
51,188
|
52,752
|
-3
|
International
Business Machines Corp. |
4 |
GE |
41,311
|
42,396
|
-3
|
General Electric
Company |
5 |
INTEL |
30,861
|
34,665
|
-11
|
Intel Corp. |
6 |
NOKIA |
29,970
|
35,035
|
-14
|
Nokia Corp. |
7 |
DISNEY |
29,256
|
32,591
|
-10
|
Walt Disney Company |
8 |
MCDONALD'S |
26,375
|
25,289
|
4
|
McDonald's Corp. |
9 |
MARLBORO |
24,151
|
22,053
|
10
|
Philip Morris
Companies Inc. |
10 |
MERCEDES |
21,010
|
21,728
|
-3
|
DaimlerChrysler
AG |
11 |
FORD |
20,403
|
30,092
|
-32
|
Ford Motor Company |
12 |
TOYOTA |
19,448
|
18,578
|
5
|
Toyota Motor
Corp. |
13 |
CITIBANK |
18,066
|
19,005
|
-5
|
Citigroup Inc. |
14 |
HEWLETT-PACKARD |
16,776
|
17,983
|
-7
|
Hewlett Packard
Company |
15 |
AMERICAN EXPRESS |
16,287
|
16,919
|
-4
|
American Express
Company |
16 |
CISCO |
16,222
|
17,209
|
-6
|
Cisco Systems
Inc. |
17 |
AT&T |
16,059
|
22,828
|
-30
|
AT&T Corp. |
18 |
HONDA |
15,064
|
14,638
|
3
|
Honda Motor Company |
19 |
GILLETTE |
14,959
|
15,298
|
-2
|
Gillette Company |
20 |
BMW |
14,425
|
13,858
|
4
|
Bayerische Motoren
Werke AG |
21 |
SONY |
13,899
|
15,005
|
-7
|
Sony Corp. |
22 |
NESCAFE |
12,843
|
13,250
|
-3
|
Nestlй S.A. |
23 |
ORACLE |
11,510
|
12,224
|
-6
|
Oracle Corp. |
24 |
BUDWEISER |
11,349
|
10,838
|
5
|
Anheuser-Busch
Companies, Inc. |
25 |
MERRILL LYNCH |
11,230
|
15,015
|
-25
|
Merrill Lynch
& Company, Inc. |
26 |
MORGAN STANLEY |
11,205
|
NA
|
NA
|
Morgan Stanley |
27 |
COMPAQ |
9,803
|
12,354
|
-21
|
Hewlett Packard
Company |
28 |
PFIZER |
9,770
|
8,951
|
9
|
Pfizer Inc. |
29 |
JP MORGAN |
9,693
|
NA
|
NA
|
JP Morgan Chase
& Company |
30 |
KODAK |
9,671
|
10,801
|
-10
|
Eastman Kodak,
Inc. |
31 |
DELL |
9,237
|
8,269
|
12
|
Dell Corp. |
32 |
NINTENDO |
9,219
|
9,460
|
-3
|
Nintendo Company,
Ltd. |
33 |
MERCK |
9,138
|
9,672
|
-6
|
Merck & Company |
34 |
SAMSUNG |
8,310
|
6,374
|
30
|
Samsung Electronics
Co. Ltd. |
35 |
NIKE |
7,724
|
7,589
|
2
|
Nike Inc. |
36 |
GAP |
7,406
|
8,746
|
-15
|
Gap Inc. |
37 |
HEINZ |
7,347
|
7,062
|
4
|
HJ Heinz Company |
38 |
VOLKSWAGEN |
7,209
|
7,338
|
-2
|
Volkswagen AG |
39 |
GOLDMAN SACHS |
7,194
|
7,862
|
-9
|
Goldman Sachs
Group, Inc. |
40 |
KELLOGG'S |
7,191
|
7,005
|
3
|
Kellogg Company |
41 |
LOUIS VUITTON |
7,054
|
7,053
|
0
|
LVMH Moлt Hennessy
Louis Vuitton |
42 |
SAP |
6,775
|
6,307
|
7
|
SAP AG |
43 |
CANON |
6,721
|
6,580
|
2
|
Canon, Inc. |
44 |
IKEA |
6,545
|
6,005
|
9
|
Ikea International
A/S |
45 |
PEPSI |
6,394
|
6,214
|
3
|
Pepsico, Inc. |
46 |
HARLEY DAVIDSON |
6,266
|
5,532
|
13
|
Harley Davidson,
Inc. |
47 |
MTV |
6,078
|
6,599
|
-8
|
Viacom, Inc. |
48 |
PIZZA HUT |
6,046
|
5,978
|
1
|
Yum! Brands,
Inc. |
49 |
KFC |
5,346
|
5,261
|
2
|
Yum! Brands,
Inc. |
50 |
APPLE |
5,316
|
5,464
|
-3
|
Apple Computer,
Inc. |
51 |
XEROX |
5,308
|
6,019
|
-12
|
Xerox Corp. |
52 |
GUCCI |
5,304
|
5,363
|
-1
|
Gucci Group N.V. |
53 |
ACCENTURE |
5,182
|
NA
|
NA
|
Accenture Ltd. |
54 |
L'OREAL |
5,079
|
NA
|
NA
|
L'Orйal SA |
55 |
KLEENEX |
5,039
|
5,085
|
-1
|
Kimberly Clark
Corp. |
56 |
SUN |
4,773
|
5,149
|
-7
|
Sun Microsystems,
Inc. |
57 |
WRIGLEY'S |
4,747
|
4,530
|
5
|
W.M. Wrigley
Jr. Company |
58 |
REUTERS |
4,611
|
5,236
|
-12
|
Reuters Group
PLC |
59 |
COLGATE |
4,602
|
4,572
|
1
|
Colgate Palmolive
Company |
60 |
PHILIPS |
4,561
|
4,900
|
-7
|
Koninklijke Philips
Electronics N.V. |
61 |
NESTLE |
4,430
|
NA
|
NA
|
Nestlй S.A. |
62 |
AVON |
4,399
|
4,369
|
1
|
Avon Products |
63 |
AOL |
4,326
|
4,495
|
-4
|
AOL Time Warner,
Inc. |
64 |
CHANEL |
4,272
|
4,265
|
0
|
Chanel S.A. |
65 |
KRAFT |
4,079
|
4,032
|
1
|
Kraft Foods Inc. |
66 |
DANONE |
4,054
|
NA
|
NA
|
Groupe Danone |
67 |
YAHOO! |
3,855
|
4,378
|
-12
|
Yahoo! Inc. |
68 |
ADIDAS |
3,690
|
3,650
|
1
|
Adidas AG |
69 |
ROLEX |
3,686
|
3,701
|
0
|
Montres Rolex
S.A. |
70 |
TIME |
3,682
|
3,724
|
-1
|
AOL Time Warner,
Inc. |
71 |
ERICSSON |
3,589
|
7,069
|
-49
|
Telefonaktiebolaget
LM Ericsson |
72 |
TIFFANY |
3,482
|
3,483
|
0
|
Tiffany & Company |
73 |
LEVI'S |
3,454
|
3,747
|
-8
|
Levis Strauss
& Co. |
74 |
MOTOROLA |
3,416
|
3,761
|
-9
|
Motorola Inc. |
75 |
DURACELL |
3,409
|
4,140
|
-18
|
Gilette Company |
76 |
BP |
3,390
|
3,247
|
4
|
BP PLC |
77 |
HERTZ |
3,362
|
3,617
|
-7
|
Ford Motor Company |
78 |
BACARDI |
3,341
|
3,204
|
4
|
Bacardi & Company
Limited |
79 |
CATERPILLAR |
3,218
|
NA
|
NA
|
Caterpillar Inc. |
80 |
AMAZON.COM |
3,175
|
3,130
|
1
|
Amazon.com Inc. |
81 |
PANASONIC |
3,141
|
3,490
|
-10
|
Matsushita Electric
Industrial Company |
82 |
BOEING |
2,973
|
4,060
|
-27
|
Boeing Company |
83 |
SHELL |
2,810
|
2,844
|
-1
|
Royal Dutch Petroleum
Company |
84 |
SMIRNOFF |
2,723
|
2,594
|
5
|
Diageo PLC |
85 |
JOHNSON & JOHNSON |
2,509
|
NA
|
NA
|
Johnson & Johnson |
86 |
PRADA |
2,489
|
NA
|
NA
|
I Pellettieri
d'Italia S.p.A. |
87 |
MOET & CHANDON |
2,445
|
2,470
|
-1
|
LVMH Moлt Hennessy
Louis Vuitton |
88 |
HEINEKEN |
2,396
|
2,266
|
6
|
Heineken NV |
89 |
MOBIL |
2,358
|
2,415
|
-2
|
Exxon Mobil Corp. |
90 |
BURGER KING |
2,163
|
2,426
|
-11
|
Diageo PLC |
91 |
NIVEA |
2,059
|
1,782
|
16
|
Beiersdorf AG |
92 |
WALL ST. JOURNAL |
1,961
|
2,184
|
-10
|
Dow Jones & Company
Inc. |
93 |
STARBUCKS |
1,961
|
1,757
|
12
|
Starbucks Corp. |
94 |
BARBIE |
1,937
|
2,037
|
-5
|
Mattel Inc. |
95 |
POLO RALPH LAUREN |
1,928
|
1,910
|
1
|
Polo Ralph Lauren
Corp. |
96 |
FEDEX |
1,919
|
1,885
|
2
|
Fedex Corp. |
97 |
JOHNNIE WALKER |
1,654
|
1,649
|
0
|
Diageo PLC |
98 |
JACK DANIELS |
1,580
|
1,583
|
0
|
Brown-Forman
Corp. |
99 |
3M |
1,579
|
NA
|
NA
|
3M Company |
100 |
ARMANI |
1,509
|
1,490
|
1
|
Giorgio Armani
S.p.A. |
|