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BRANDING
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SEMION® BRAND-BROKER GMBH
brand€valuation 2003
Berühmte deutsche Marken in EURO & CENT
Stand 10/2003
|
RF 03
|
RF 02
|
Unternehmen/Marken
|
Markenwert in Mio. €URO
|
+/- 02-03
|
|
1999
|
2000
|
2001
|
2002
|
2003
|
|
1
|
1
|
DaimlerChrysler
|
34.641
|
36.223
|
33.593
|
33.425
|
33.473
|
0,1%
|
|
|
|
Mercedes
|
19.042
|
20.458
|
20.962
|
20.752
|
21.018
|
1,3%
|
|
2
|
2
|
VW
|
15.831
|
18.431
|
18.708
|
18.802
|
18.896
|
0,5%
|
|
3
|
3
|
BASF
|
17.722
|
16.822
|
17.158
|
17.203
|
17.419
|
1,3%
|
|
4
|
5
|
Dt. Post
|
-
|
-
|
15.220
|
15.601
|
16.303
|
4,5%
|
|
5
|
4
|
BAYER
|
18.878
|
18.576
|
15.614
|
15.739
|
16.033
|
1,9%
|
|
6
|
6
|
Dt. Telekom
|
19.435
|
18.183
|
15.586
|
14.963
|
15.600
|
4,3%
|
|
7
|
7
|
Allianz
|
-
|
11.369
|
12.565
|
12.213
|
12.555
|
2,8%
|
|
8
|
8
|
Siemens
|
9.756
|
11.421
|
10.594
|
10.663
|
10.380
|
-2,7%
|
|
9
|
9
|
BMW
|
6.298
|
6.946
|
7.529
|
7.996
|
8.492
|
6,2%
|
|
10
|
10
|
SAP
|
7.105
|
7.294
|
7.124
|
6.996
|
7.332
|
4,8%
|
|
11
|
11
|
Henkel
|
5.772
|
6.427
|
6.620
|
6.786
|
7.024
|
3,5%
|
|
12
|
12
|
Lufthansa
|
6.280
|
6.527
|
6.540
|
6.638
|
6.804
|
2,5%
|
|
13
|
14
|
RWE
|
5.741
|
5.712
|
5.722
|
5.825
|
5.778
|
-0,8%
|
|
14
|
13
|
Deutsche Bank
|
-
|
6.496
|
6.172
|
6.018
|
5.723
|
-4,9%
|
|
15
|
15
|
E.on
|
-
|
4.454
|
4.632
|
4.725
|
4.875
|
3,2%
|
|
16
|
16
|
TUI
|
-
|
3.071
|
3.224
|
3.337
|
3.420
|
2,5%
|
|
17
|
17
|
Adidas
|
3.209
|
3.132
|
3.213
|
3.261
|
3.441
|
5,5%
|
|
18
|
18
|
Audi
|
2.875
|
2.819
|
2.889
|
2.947
|
3.006
|
2,0%
|
|
19
|
19
|
Beiersdorf
|
1.978
|
2.278
|
2.518
|
2.719
|
2.801
|
3,0%
|
|
20
|
21
|
Porsche
|
1.614
|
1.971
|
2.223
|
2.367
|
2.450
|
3,5%
|
|
21
|
20
|
Schering
|
1.993
|
2.254
|
2.356
|
2.398
|
2.418
|
0,8%
|
|
22
|
22
|
Continental
|
2.191
|
2.115
|
2.040
|
2.070
|
2.070
|
0,0%
|
|
23
|
23
|
Merck
|
1.811
|
1.851
|
1.855
|
1.933
|
1.937
|
0,2%
|
|
NEU
|
|
DAX
|
|
|
|
1.573
|
1.582
|
0,6%
|
|
25
|
25
|
HVB
|
-
|
1.565
|
1.513
|
1.490
|
1.528
|
2,5%
|
|
26
|
24
|
ProSiebenSat.1
|
865
|
964
|
1.669
|
1.557
|
1.515
|
-2,7%
|
|
27
|
26
|
Heidelberger Druck
|
1.127
|
1.267
|
1.311
|
1.324
|
1.311
|
-1,0%
|
|
28
|
27
|
Commerzbank
|
-
|
1.289
|
1.221
|
1.166
|
1.195
|
2,5%
|
|
29
|
28
|
Linde
|
972
|
1.044
|
1.070
|
1.098
|
1.115
|
1,6%
|
|
30
|
29
|
Wella
|
776
|
788
|
822
|
851
|
889
|
4,5%
|
|
31
|
30
|
Fresenius Med-Care
|
675
|
727
|
758
|
772
|
793
|
2,8%
|
|
NEU
|
|
Altana
|
|
|
|
|
649
|
-
|
|
33
|
31
|
Schwarz Pharma
|
508
|
549
|
561
|
570
|
590
|
3,6%
|
|
34
|
32
|
Hugo Boss
|
377
|
434
|
462
|
469
|
481
|
2,5%
|
|
35
|
33
|
Puma
|
294
|
285
|
298
|
323
|
344
|
6,5%
|
|
36
|
34
|
Douglas
|
230
|
234
|
241
|
253
|
262
|
3,5%
|
|
37
|
35
|
Infineon
|
|
213
|
197
|
195
|
188
|
-3,2%
|
|
38
|
36
|
Varta
|
150
|
149
|
154
|
152
|
153
|
0,1%
|
|
39
|
37
|
Villeroy & Boch
|
135
|
139
|
142
|
145
|
146
|
0,3%
|
|
40
|
38
|
Epcos
|
-
|
142
|
130
|
133
|
135
|
1,5%
|
|
41
|
39
|
Sixt
|
122
|
119
|
117
|
119
|
117
|
-1,5%
|
|
42
|
40
|
Berentzen
|
121
|
121
|
115
|
118
|
114
|
-3,5%
|
|
43
|
41
|
Fielmann
|
101
|
103
|
105
|
108
|
112
|
3,8%
|
|
44
|
42
|
Jenoptik
|
84
|
96
|
100
|
102
|
102
|
0,3%
|
|
45
|
44
|
WMF
|
89
|
85
|
87
|
89
|
91
|
1,8%
|
|
46
|
43
|
Escada
|
78
|
90
|
91
|
92
|
88
|
-4,5%
|
|
47
|
45
|
MobilCom
|
238
|
238
|
208
|
77
|
78
|
1,6%
|
|
48
|
46
|
Beate Uhse
|
48
|
52
|
55
|
57
|
59
|
3,5%
|
|
49
|
47
|
Sartorius
|
38
|
42
|
44
|
45
|
45
|
0,3%
|
|
50
|
48
|
Loewe
|
34
|
37
|
39
|
40
|
37
|
-6,8%
|
|
51
|
48
|
condomi
|
-
|
-
|
-
|
13
|
|
-
|
Basis:
Unternehmensinfos / Bilanzen des
jeweils vorausgegangen Jahres
Marktanalyse semion
Bewertungskriterien:
Finanzwert
-
Entwicklung, Gewinnsituation, Potential
Markenschutz
-
Portfolio, Waren-/Dienstleistungsverzeichnis, Schutzumfang
national / international, Markenumfeld
Markenstärke
- Marktanteil,
Markteinfluß, Marketingaktivitäten, Distributionsgrad, Bekanntheitsgrad,
Geschlossenheit des Markenauftritts, Potential
Markenimage
-
Akzeptanz, Kompetenz, Influenz, Prägnanz
Fragen, Erläuterungen & Wert-Gutachten: eMail genügt!
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