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BRANDING
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SEMION® BRAND-BROKER GMBH
brand€valuation 1997 - 1999
Berühmte deutsche Marken in EURO & CENT
| RF 99
|
RF 98 |
GLOBAL BRAND |
Branche |
Marken-Wert in Mio EURO
|
+/- % zu 1998 |
% v. Börsenwert |
Multible v. 98-Gewinn |
Marken |
Bemerk. |
| 1997 |
1998 |
1999 |
| 1 |
2 |
DaimlerChrysler |
Automobil |
12.655 |
16.860 |
34.641 |
105% |
53% |
19,6 |
Daimler, Mercedes, Benz, Smart, Chrysler, Jeep, Dodge, Viper,.. |
Ab 1998 inkl. Chrysler |
| 2 |
4 |
Dt. Telekom |
Kommunikation |
13.016 |
15.988 |
19.435 |
22% |
16% |
10,6 |
-T-... |
|
| 3 |
3 |
BAYER |
Chemie |
15.019 |
16.118 |
18.878 |
17% |
69% |
12,5 |
Bayer, Alka-Seltzer, Aspirin, Autan, Makrolon,. Dralon, ... |
|
| 4 |
1 |
BASF |
Chemie |
13.381 |
16.920 |
17.722 |
5% |
72% |
10,8 |
BASF, Glasurit, Herbol, Styropor,... |
|
| 5 |
6 |
VW |
Automobil |
5.398 |
10.444 |
15.831 |
52% |
72% |
22,8 |
VW, Bentley, Skoda, Seat, Golf, Beetle, Bora, Lupo,.. |
|
| 6 |
5 |
Siemens |
Elektro |
14.121 |
12.329 |
9.756 |
-21% |
21% |
7,3 |
Siemens, Scenic, ... |
|
| 7 |
7 |
SAP |
Software |
3.845 |
6.286 |
7.105 |
13% |
16% |
15,0 |
SAP, R/3 |
|
| 8 |
10 |
BMW |
Automobil |
3.856 |
5.097 |
6.298 |
24% |
35% |
9,9 |
BMW, M.., Rover |
|
| 9 |
11 |
Lufthansa |
Tourist./Transport |
4.266 |
5.090 |
6.280 |
23% |
96% |
14,7 |
Lufthansa |
|
| 10 |
9 |
Henkel |
Chemie |
2.364 |
5.371 |
5.772 |
7% |
67% |
17,2 |
Persil, Somat, Pril, Polykur |
|
| 11 |
12 |
RWE |
Mischkonzern |
3.413 |
4.805 |
5.741 |
19% |
27% |
5,1 |
RWE |
|
| 12 |
8 |
Hoechst |
Chemie |
5.149 |
5.378 |
5.651 |
5% |
24% |
6,2 |
AgrEvo, Celanese, Cardizem, Panacur,.. |
|
| 13 |
13 |
VEBA |
Mischkonzern |
2.989 |
3.426 |
3.495 |
2% |
14% |
2,3 |
VEBA, Aral |
|
| 14 |
15 |
Adidas |
Sport / Mode |
1.398 |
2.132 |
3.209 |
51% |
89% |
- |
adidas, streetball |
Ab 1998 mit Salomon |
| 15 |
14 |
Audi |
Automobil |
1.944 |
2.402 |
2.875 |
20% |
98% |
15,3 |
Audi, Horch, Lamborghini, Cosworth, Quattro,.. |
|
| 16 |
17 |
Continental |
Automobil |
1.119 |
1.871 |
2.191 |
17% |
93% |
13,3 |
Continental, Uniroyal, Semperit |
|
| 17 |
16 |
Schering |
Pharma |
1.550 |
1.953 |
1.993 |
2% |
29% |
8,4 |
Schering, Betaferon, Iopamiron, Lenovist,.. |
|
| 18 |
18 |
Beiersdorf |
Chemie |
1.421 |
1.806 |
1.978 |
10% |
36% |
27,6 |
Nivea, Tesa, Hansaplast, Labello, 8x4, Zeozon, atrix, Gammon,.. |
|
| 19 |
20 |
VIAG |
Mischkonzern |
1.402 |
1.608 |
1.915 |
19% |
16% |
3,1 |
VIAG, Interkom |
|
| 20 |
21 |
Mannesmann |
Mischkonzern |
1.201 |
1.215 |
1.911 |
57% |
3% |
6,1 |
Mannesmann, D2,.. |
|
| 21 |
19 |
Merck |
Pharma |
- |
1.634 |
1.811 |
11% |
31% |
4,7 |
Cebion, Nasivin, BioNorm,.. |
|
| 22 |
22 |
Porsche |
Automobil |
379 |
1.099 |
1.614 |
47% |
36% |
22,7 |
Porsche, Carrera, Targa,.. |
|
| 23 |
|
Heidelberger Druckmaschinen |
Maschinenbau |
- |
- |
1.127 |
- |
23% |
4,7 |
Heidelberger |
Jahr 03/99 |
| 24 |
23 |
Linde |
Maschinen/Anl. |
807 |
913 |
972 |
7% |
22% |
4,2 |
Linde |
|
| 25 |
24 |
ProSieben |
Unterhaltung |
581 |
798 |
865 |
8% |
61% |
5,4 |
ProSieben, Pro7 |
|
| 26 |
25 |
Wella |
Chemie |
460 |
595 |
776 |
30% |
41% |
15,0 |
Wella, Tondeo, Koleston,.. |
|
| 27 |
27 |
Fresenius Medical-Care |
Pharma |
- |
396 |
675 |
70% |
14% |
14,3 |
Fresenius |
|
| 28 |
26 |
Schwarz Pharma |
Pharma |
349 |
463 |
508 |
10% |
67% |
7,2 |
Vascal, Rifun, Dynacil, Zolim,... |
|
| 29 |
29 |
Hugo Boss |
Mode |
296 |
321 |
377 |
17% |
50% |
8,9 |
Boss, Hugo, Baldessanini |
|
| 30 |
28 |
Friedrich Grohe |
Bau |
291 |
321 |
364 |
13% |
42% |
8,3 |
Grohe, ... |
|
| 31 |
31 |
Puma |
Sport / Mode |
235 |
223 |
294 |
32% |
94% |
72,6 |
Puma |
|
| 32 |
30 |
Wünsche |
Mode |
- |
228 |
261 |
15% |
137% |
- |
JOOP!, Pascale |
SMAX 04/1999 |
| 33 |
|
MobilCom |
Kommunikation |
- |
- |
238 |
- |
12% |
32,1 |
MobilCom |
|
| 34 |
32 |
Douglas |
Handel |
101 |
189 |
230 |
22% |
16% |
3,0 |
Douglas, Christ, Phoenix-Montanus |
|
| 35 |
33 |
Varta |
Mischkonzern |
85 |
148 |
150 |
1% |
61% |
6,3 |
Varta |
|
| 36 |
34 |
Villeroy & Boch |
Keramik |
107 |
117 |
135 |
16% |
52% |
12,3 |
Villeroy & Boch |
SMAX 05/1999 |
| 37 |
38 |
Sixt |
Tourist./Transport |
37 |
75 |
122 |
62% |
22% |
6,4 |
Sixt |
|
| 38 |
35 |
Berentzen |
Nahrung/Genuss |
87 |
104 |
121 |
16% |
177% |
6,0 |
Berentzen, Puschkin |
SMAX 04/1999 |
| 39 |
37 |
Fielmann |
Handel |
42 |
77 |
101 |
31% |
13% |
9,6 |
Fielmann |
|
| 40 |
36 |
WMF |
EBM |
75 |
79 |
89 |
12% |
42% |
6,0 |
WMF |
SMAX 04/1999 |
| 41 |
|
Jenoptik |
Mischkonzern |
- |
- |
84 |
- |
12% |
3,1 |
Jenoptik, jen.. |
1997 AG |
| 42 |
39 |
Escada |
Mode |
54 |
68 |
78 |
15% |
36% |
4,3 |
Escada |
|
| 43 |
|
Beate Uhse |
Handel |
- |
- |
48 |
- |
29% |
23,3 |
Beate Uhse |
SMAX 05/1999 |
| 44 |
42 |
Sartorius |
Feinmechanik |
- |
17 |
38 |
123% |
28% |
6,4 |
Sartorius, Sarto.., |
SMAX 04/1999 |
| 45 |
40 |
Jil Sander |
Mode |
28 |
32 |
36 |
11% |
47% |
10,9 |
Jil Sander |
|
| 46 |
|
Loewe |
Elektronik |
- |
- |
34 |
- |
33% |
4,6 |
Loewe |
SMAX 07/1999 |
| 47 |
41 |
Etiennne Aigner |
Mode |
16 |
23 |
30 |
30% |
95% |
- |
Etienne Aigner |
|
| 48 |
43 |
Gerry Weber |
Mode |
10 |
16 |
29 |
79% |
22% |
2,9 |
Gerry Weber |
SMAX 04/1999 |
| 49 |
|
Cinemaxx |
Unterhaltung |
- |
- |
13 |
- |
7% |
3,2 |
Cinemaxx, Multiplex |
SMAX 04/1999 |
| 50 |
|
Amadeus |
Zeitarbeit |
- |
- |
1 |
- |
2% |
1,1 |
Amadeus, FiRe |
SMAX 04/1999 |
Basis:
- Unternehmensinfos (Bilanzen) des jeweils vorausgegangen Jahres
- Börsenwert: 30. September 1999
Bewertungskriterien:
- Finanzwert
- Entwicklung, Gewinnsituation, Potential
- Markenschutz
- Portfolio, Waren-/Dienstleistungsverzeichnis, Schutzumfang national / international, Markenumfeld
- Markenstärke
- Marktanteil, Markteinfluß, Marketingaktivitäten, Distributionsgrad, Bekanntheitsgrad, Geschlossenheit des Markenauftritts
- Markenimage
- Akzeptanz, Kompetenz, Influenz, Prägnanz
Fragen, Erläuterungen & Wert-Gutachten: eMail genügt!
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