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인터브랜드가 미국의 경제 주간지 비즈니스위크 최근호를 통해 '2003년 세계 100대 브랜드'를 발표하였다. 올해로 4회째 실시하는 이번 평가에서 한국 기업으로는 삼성이 작년에 이어 2년 연속 최고의 브랜드 가치 성장률을 보이며 25위에 올랐다. 브랜드 가치는 약 108억달러로 평가되었다. 삼성의 작년 순위는 34위(83억달러) 였다. 1위부터 3위는 작년과 마찬가지로 코카콜라(704억 달러), 마이크로소프트(650억 달러),IBM(517억)이 차지했다.
The Global Brand Scoreboard(세계 100대 브랜드)
RANK 2003 2002 PERCENT COUNTRY DESCRIPTION
BRAND VALUE BRAND VALUE CHANGE OF $BILLIONS $BILLIONS OWNERSHIP
1 COCA-COLA 70.45 69.64 +1% U.S.
New variations such as Vanilla Coke and a lemon-flavored diet drink
helped the soft-drink icon remain bubbly.
2 MICROSOFT 65.17 64.09 +2 U.S.
The software giant shifted its advertising to build the brand, not just sell
products, at a time when most rivals were suffering.
3 IBM 51.77 51.19 +1 U.S.
Big Blue gained recognition in new markets, partly thanks to an $800
million marketing campaign pushing e-business on demand.
4 GE 42.34 41.31 +2 U.S.
Getting double-digit growth is harder, but in tough times, the brand that
Edison built held its own.
5 INTEL 31.11 30.86 +1 U.S.
With Intel Inside and Wi-Fi out to take over the world, the chipmaker's
Centrino wireless notebook package delivered a powerful punch.
6 NOKIA 29.44 29.97 -2 Finland
Still the world's leading mobile-phone maker, Nokia faced stiff challenges
from fast-riser Samsung and a growing crop of operator-branded phones.
7 DISNEY 28.04 29.26 -4 U.S.
Not the Happiest Place on Earth as Disney Stores were up for sale, ABC
overhauled prime time, and travel woes sapped theme parks.
8 MCDONALD'S 24.70 26.38 -6 U.S.
Mixed-up orders and dirty restaurants hurt the brand. Now business is recovering
somewhat behind a renewed focus on service and salads.
9 MARLBORO 22.18 24.15 -8 U.S.
Under siege from smoking bans and lawsuits, the Marlboro Man was
looking like a fugitive.
10 MERCEDES 21.37 21.01 +2 Germany
The luxury auto maker crafts the sumptuous sedans the rich and famous
love to buy-and ordinary consumers dream of owning.
11 TOYOTA 20.78 19.45 +7 Japan
Always solid, if stodgy, Toyota stole a march on Honda with aggressive moves
into eco-friendly hybrid cars and low-priced models for younger buyers.
12 HEWLETT-PACKARD 19.86 16.78 +18 U.S.
Many feared the next Titanic when it acquired Compaq last year, but HP
emerged relatively unscathed and more profitable than before.
13 CITIBANK 18.57 18.07 +3 U.S.
Latest phase of its successful "Live Richly" campaign included ads shot in
17 countries, characterizing a firm with global reach but a down-home flavor.
14 FORD 17.07 20.40 -16 U.S.
Sky-high rebates and 0% financing took some of the shine off Bill Ford's
lineup; snazzy new SUVs from Japan and Europe are stealing more thunder.
15 AMERICAN EXPRESS 16.83 16.29 +3 U.S.
American Express punched up ad spending to target retail customers.
Now they use cards to pay for groceries, gas, even rent.
16 GILLETTE 15.98 14.96 +7 U.S.
In an era of falling consumer prices, the King of Blades still managed to
get shavers to pay premium prices.
17 CISCO 15.79 16.22 -3 U.S.
It played the downturn beautifully to generate record profits. But the brand was
still mired in the networking depression that followed the Net boom.
18 HONDA 15.63 15.06 +4 Japan
Sagging sales in its home Japanese market have yet to dent its renown for
reliable, dependable products.
19 BMW 15.11 14.43 +5 Germany
The Ultimate Driving Machines are fast, fun, stylish-and now come in more
flavors. A rapidly expanding lineup primed global growth.
20 SONY 13.15 13.90 -5 Japan
Still the platinum brand in gizmos, but rivals Panasonic and Samsung were
catching up with snazzy cell phones, digital cameras, and flat-panel TVs.
21 NESCAFE 12.34 12.84 -4 Switzerland
The world's favorite instant coffee advertised heavily to attract younger
coffee drinkers.
22 BUDWEISER 11.89 11.35 +5 U.S.
The King of Beers continued to swipe market share, despite rivals' wacky
ad campaigns built around twins and female mud wrestling.
23 PEPSI 11.78 11.14* +6 U.S.
With innovations like Twist, Wild Cherry, and Pepsi Blue, this fizzy rival
was determined to catch up with Coke.
24 ORACLE 11.26 11.51 -2 U.S.
The software giant had always been a Silicon Valley maverick. Now add
"corporate raider" to the long list of adjectives.
25 SAMSUNG 10.85 8.31 +31 S. Korea
Riding the electronics industry's shift to digital products, it wowed
consumers with a blizzard of feature-packed gadgets and leading-edge chips.
26 MORGAN STANLEY 10.69 11.21 -5 U.S.
Once a seemingly invincible white-shoe firm, it struggled to rise above
Wall Street's scandals involving analysts' investment-banking conflicts.
27 MERRILL LYNCH 10.52 11.23 -6 U.S.
Merrill sought to escape the tarnish of scandals, while its retail business
tried to move beyond its rep as a thundering herd of brokers.
28 PFIZER 10.46 9.77 +7 U.S.
A master acquirer and marketer, it leveraged a stable of top-selling drugs
that includes Viagra and Lipitor, the world's sales leader.
29 DELL 10.37 9.24 +12 U.S.
Annoying pitchman Steven is gone, but that didn't slow the pace of PC
sales or assaults on new markets like printers and PDAs.
30 MERCK 9.41 9.14 +3 U.S.
Patent expirations dampened earnings growth, but Merck continued to
cultivate its image as a research leader.
31 JPMORGAN 9.12 9.69 -6 U.S.
Viewed by many as the banker's bank, it suffered from corporate scandals and a
slump in mergers and IPOs. Heavy exposure to derivatives is also a dark cloud.
32 NINTENDO 8.19 9.22 -11 Japan
This former master of the video-game universe saw its empire shrink in
the wake of an onslaught from Sony's PlayStation and Microsoft's Xbox.
33 NIKE 8.17 7.72 +6 U.S.
An extreme marketing effort during soccer's World Cup and tie-in to Tiger
Woods showed there's more to sporting goods than basketball shoes.
34 KODAK 7.83 9.67 -19 U.S.
Steadily falling film sales and a sputtering digital strategy could mean
that Kodak's moment has passed.
35 SAP 7.71 6.78 +14 Germany
Behind sharper marketing and a strong sailing tie-in, the German software
giant survived the tech downturn looking more solid than ever.
36 GAP 7.69 7.41 +4 U.S.
Bright colors and a fresh new ad campaign helped lift it out of a sales
swoon.
37 HSBC 7.57 N/A N/A Britain
The 138-year-old lender's frugal management built the world's second-largest
retail bank through acquisitions in the U.S., Europe, and developing markets.
38 KELLOGG'S 7.44 7.19 +3 U.S.
Boosted market share by sprinkling fruits into its flakes and pepping up
marketing with pitchmen like Disney's Winnie the Pooh.
39 CANON 7.19 6.72 +7 Japan
Already the world's top copier and laser-printer company, it emerged as a
major force in digital cameras, too.
40 HEINZ 7.10 7.35 -3 U.S.
The world's favorite ketchup now comes in upside-down bottles and colors
like "stellar blue." But competition took a bite.
41 GOLDMAN SACHS 7.04 7.19 -2 U.S.
Raising capital for Corporate America made it arguably the most prestigious
investment bank. But a drought in mergers and equity issuances took a toll.
42 VOLKSWAGEN 6.94 7.21 -4 Germany
The stalwart maker of quality mass-market cars suffered from high costs, an
aging lineup, fierce French competition, and a slew of overlapping brands.
43 IKEA 6.92 6.55 +6 Sweden
The chain made flat-packed furniture both affordable and fashionable,
bringing its concept of democratic design to 31 countries.
44 HARLEY-DAVIDSON 6.78 6.27 +8 U.S.
Aging customers still think Harley when they think motorcyle. They're also
rich enough to afford such innovations as the sleek $18,000 V-Rod.
45 LOUIS VUITTON 6.71 7.05 -5 France
A downturn in tourism slowed this awesome profit machine fueled by
monogrammed bags and accessories.
46 MTV 6.28 6.08 +3 U.S.
Still a big favorite among teens, and not just in the U.S. MTV International
was one of the fastest-growing businesses at parent Viacom Inc.
47 L'OREAL 5.60 5.08 +10 France
Who's boycotting France? Not the millions of women who made L'Oreal
the No.1 cosmetics seller in the U.S.
48 XEROX 5.58 5.31 +5 U.S.
With new financing and a range of hot color products, the troubled copier
company's image was on the mend.
49 KFC 5.58 5.35 +4 U.S.
The chicken chain goosed global business by promoting local fare-tempura
crispy strips in Japan and potato-and-onion croquettes in Holland.
50 APPLE 5.55 5.32 +4 U.S.
The "I's" have it-iPod, iTunes, and iBooks lifted the perennial underdog, while
the innovative Music Store download service left rivals in the dust.
The Global Brand Scoreboard(세계 100대 브랜드)
RANK 2003 2002 PERCENT COUNTRY DESCRIPTION
BRAND VALUE BRAND VALUE CHANGE OF $BILLIONS $BILLIONS OWNERSHIP
1 COCA-COLA 70.45 69.64 +1% U.S.
New variations such as Vanilla Coke and a lemon-flavored diet drink
helped the soft-drink icon remain bubbly.
2 MICROSOFT 65.17 64.09 +2 U.S.
The software giant shifted its advertising to build the brand, not just sell
products, at a time when most rivals were suffering.
3 IBM 51.77 51.19 +1 U.S.
Big Blue gained recognition in new markets, partly thanks to an $800
million marketing campaign pushing e-business on demand.
4 GE 42.34 41.31 +2 U.S.
Getting double-digit growth is harder, but in tough times, the brand that
Edison built held its own.
5 INTEL 31.11 30.86 +1 U.S.
With Intel Inside and Wi-Fi out to take over the world, the chipmaker's
Centrino wireless notebook package delivered a powerful punch.
6 NOKIA 29.44 29.97 -2 Finland
Still the world's leading mobile-phone maker, Nokia faced stiff challenges
from fast-riser Samsung and a growing crop of operator-branded phones.
7 DISNEY 28.04 29.26 -4 U.S.
Not the Happiest Place on Earth as Disney Stores were up for sale, ABC
overhauled prime time, and travel woes sapped theme parks.
8 MCDONALD'S 24.70 26.38 -6 U.S.
Mixed-up orders and dirty restaurants hurt the brand. Now business is recovering
somewhat behind a renewed focus on service and salads.
9 MARLBORO 22.18 24.15 -8 U.S.
Under siege from smoking bans and lawsuits, the Marlboro Man was
looking like a fugitive.
10 MERCEDES 21.37 21.01 +2 Germany
The luxury auto maker crafts the sumptuous sedans the rich and famous
love to buy-and ordinary consumers dream of owning.
11 TOYOTA 20.78 19.45 +7 Japan
Always solid, if stodgy, Toyota stole a march on Honda with aggressive moves
into eco-friendly hybrid cars and low-priced models for younger buyers.
12 HEWLETT-PACKARD 19.86 16.78 +18 U.S.
Many feared the next Titanic when it acquired Compaq last year, but HP
emerged relatively unscathed and more profitable than before.
13 CITIBANK 18.57 18.07 +3 U.S.
Latest phase of its successful "Live Richly" campaign included ads shot in
17 countries, characterizing a firm with global reach but a down-home flavor.
14 FORD 17.07 20.40 -16 U.S.
Sky-high rebates and 0% financing took some of the shine off Bill Ford's
lineup; snazzy new SUVs from Japan and Europe are stealing more thunder.
15 AMERICAN EXPRESS 16.83 16.29 +3 U.S.
American Express punched up ad spending to target retail customers.
Now they use cards to pay for groceries, gas, even rent.
16 GILLETTE 15.98 14.96 +7 U.S.
In an era of falling consumer prices, the King of Blades still managed to
get shavers to pay premium prices.
17 CISCO 15.79 16.22 -3 U.S.
It played the downturn beautifully to generate record profits. But the brand was
still mired in the networking depression that followed the Net boom.
18 HONDA 15.63 15.06 +4 Japan
Sagging sales in its home Japanese market have yet to dent its renown for
reliable, dependable products.
19 BMW 15.11 14.43 +5 Germany
The Ultimate Driving Machines are fast, fun, stylish-and now come in more
flavors. A rapidly expanding lineup primed global growth.
20 SONY 13.15 13.90 -5 Japan
Still the platinum brand in gizmos, but rivals Panasonic and Samsung were
catching up with snazzy cell phones, digital cameras, and flat-panel TVs.
21 NESCAFE 12.34 12.84 -4 Switzerland
The world's favorite instant coffee advertised heavily to attract younger
coffee drinkers.
22 BUDWEISER 11.89 11.35 +5 U.S.
The King of Beers continued to swipe market share, despite rivals' wacky
ad campaigns built around twins and female mud wrestling.
23 PEPSI 11.78 11.14* +6 U.S.
With innovations like Twist, Wild Cherry, and Pepsi Blue, this fizzy rival
was determined to catch up with Coke.
24 ORACLE 11.26 11.51 -2 U.S.
The software giant had always been a Silicon Valley maverick. Now add
"corporate raider" to the long list of adjectives.
25 SAMSUNG 10.85 8.31 +31 S. Korea
Riding the electronics industry's shift to digital products, it wowed
consumers with a blizzard of feature-packed gadgets and leading-edge chips.
26 MORGAN STANLEY 10.69 11.21 -5 U.S.
Once a seemingly invincible white-shoe firm, it struggled to rise above
Wall Street's scandals involving analysts' investment-banking conflicts.
27 MERRILL LYNCH 10.52 11.23 -6 U.S.
Merrill sought to escape the tarnish of scandals, while its retail business
tried to move beyond its rep as a thundering herd of brokers.
28 PFIZER 10.46 9.77 +7 U.S.
A master acquirer and marketer, it leveraged a stable of top-selling drugs
that includes Viagra and Lipitor, the world's sales leader.
29 DELL 10.37 9.24 +12 U.S.
Annoying pitchman Steven is gone, but that didn't slow the pace of PC
sales or assaults on new markets like printers and PDAs.
30 MERCK 9.41 9.14 +3 U.S.
Patent expirations dampened earnings growth, but Merck continued to
cultivate its image as a research leader.
31 JPMORGAN 9.12 9.69 -6 U.S.
Viewed by many as the banker's bank, it suffered from corporate scandals and a
slump in mergers and IPOs. Heavy exposure to derivatives is also a dark cloud.
32 NINTENDO 8.19 9.22 -11 Japan
This former master of the video-game universe saw its empire shrink in
the wake of an onslaught from Sony's PlayStation and Microsoft's Xbox.
33 NIKE 8.17 7.72 +6 U.S.
An extreme marketing effort during soccer's World Cup and tie-in to Tiger
Woods showed there's more to sporting goods than basketball shoes.
34 KODAK 7.83 9.67 -19 U.S.
Steadily falling film sales and a sputtering digital strategy could mean
that Kodak's moment has passed.
35 SAP 7.71 6.78 +14 Germany
Behind sharper marketing and a strong sailing tie-in, the German software
giant survived the tech downturn looking more solid than ever.
36 GAP 7.69 7.41 +4 U.S.
Bright colors and a fresh new ad campaign helped lift it out of a sales
swoon.
37 HSBC 7.57 N/A N/A Britain
The 138-year-old lender's frugal management built the world's second-largest
retail bank through acquisitions in the U.S., Europe, and developing markets.
38 KELLOGG'S 7.44 7.19 +3 U.S.
Boosted market share by sprinkling fruits into its flakes and pepping up
marketing with pitchmen like Disney's Winnie the Pooh.
39 CANON 7.19 6.72 +7 Japan
Already the world's top copier and laser-printer company, it emerged as a
major force in digital cameras, too.
40 HEINZ 7.10 7.35 -3 U.S.
The world's favorite ketchup now comes in upside-down bottles and colors
like "stellar blue." But competition took a bite.
41 GOLDMAN SACHS 7.04 7.19 -2 U.S.
Raising capital for Corporate America made it arguably the most prestigious
investment bank. But a drought in mergers and equity issuances took a toll.
42 VOLKSWAGEN 6.94 7.21 -4 Germany
The stalwart maker of quality mass-market cars suffered from high costs, an
aging lineup, fierce French competition, and a slew of overlapping brands.
43 IKEA 6.92 6.55 +6 Sweden
The chain made flat-packed furniture both affordable and fashionable,
bringing its concept of democratic design to 31 countries.
44 HARLEY-DAVIDSON 6.78 6.27 +8 U.S.
Aging customers still think Harley when they think motorcyle. They're also
rich enough to afford such innovations as the sleek $18,000 V-Rod.
45 LOUIS VUITTON 6.71 7.05 -5 France
A downturn in tourism slowed this awesome profit machine fueled by
monogrammed bags and accessories.
46 MTV 6.28 6.08 +3 U.S.
Still a big favorite among teens, and not just in the U.S. MTV International
was one of the fastest-growing businesses at parent Viacom Inc.
47 L'OREAL 5.60 5.08 +10 France
Who's boycotting France? Not the millions of women who made L'Oreal
the No.1 cosmetics seller in the U.S.
48 XEROX 5.58 5.31 +5 U.S.
With new financing and a range of hot color products, the troubled copier
company's image was on the mend.
49 KFC 5.58 5.35 +4 U.S.
The chicken chain goosed global business by promoting local fare-tempura
crispy strips in Japan and potato-and-onion croquettes in Holland.
50 APPLE 5.55 5.32 +4 U.S.
The "I's" have it-iPod, iTunes, and iBooks lifted the perennial underdog, while
the innovative Music Store download service left rivals in the dust.
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