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Recessão não consegue afetar cobiça do consumidor por marcas de luxo
  • Brazil - Português


News provided by

Brand Finance plc

Mar 19, 2012, 07:20 ET

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LONDRES, 19 de março de 2012 /PRNewswire/ -- O mais recente estudo Global 500 da Brand Finance sobre as principais marcas mundiais sugere que, longe de cortar suas roupas, os consumidores estão voltando suas costas aos tradicionais favoritismos domésticos e produtos inferiores e abraçando um estilo de vida de luxo e marcas indulgentes apesar da perspectiva econômica sombria.

O relatório Global 500 da Brand Finance® mostra como a desaceleração global gera uma nova espécie de prova e aspiração, as "Alphabrands" (Marcas Alfa) às quais nos voltamos pela qualidade não obstante as circunstâncias econômicas. Resistindo às tendências dos consumidores em buscar produtos inferiores durante os tempos de incerteza econômica, nossos resultados mostram que os consumidores estão cada vez mais ansiosos para ceder ao design e costura inovadores e de alta qualidade. Algumas das principais cadeias de moda do mundo experimentaram um aumento dos lucros, com grandes marcas como Louis Vuitton (US$ 4,9 bilhões), Hermès (US$ 3,4 bilhões) e Polo Ralph Lauren (US$ 3,3 bilhões), aumentando seu valor da marca.

2012 viu também a reentrada de casas superiores da moda como Prada e Coach enquanto a Dior Christian e Burberry aparecem como novos membros nos índices do Global 500. A marca de joias de luxo Tiffany & Co chegou também ao Global 500 pela primeira vez (US$ 2,9 bilhões), enquanto a fabricante de relógio suíço sob medida Cartier, entrou para o ranking das maiores marcas, com um valor de (US$ 3,1 bilhões).

À medida que os consumidores continuam se permitindo certos mimos durante a desaceleração, marcas como Rolls Royce veem um aumento de 17% no valor da marca para US$ 3,1 bilhões, enquanto Daimler e BMW se beneficiaram deste interesse renovado em automóveis luxuosos com aumentos da marca de 20% e 5%.

Outra evidência das ambições luxuosas dos consumidores é a queda do valor de supermercados populares como o Sainsbury's (avaliado agora em US$ 5,8 bilhões), ASDA (US$ 9,4 bilhões) e até mesmo o Marks and Spencer's (US$ 4,5 bilhões) que tem sofrido um ano difícil.

O mais recente eletrônico parece também ser um dever para o consumidor atua. As marcas de estilo de vida tecnológico dominam também os índices, aumentando suas posições na tabela do ano passado em 79%. 49 empresas de tecnologia aparecem no Global 500 deste ano, fazendo dela o setor mais valioso por certa margem. A marca de estilo de vida tecnológico Apple ultrapassou a Google para ser a marca mais valiosa do mundo, tendo a mais elevada valorização calculada pela Brand Finance em impressionantes US$ 70,6 bilhões.

David Haigh, CEO da Brand Finance, comentou sobre os índices: "A ascensão à proeminência das marcas de luxo e estilo de vida no relatório deste ano é bastante impressionante. Enquanto o mundo permanece envolto em uma miséria econômica, as pessoas estão investindo seus árduos ganhos em marcas que elas sentem que podem confiar na produção de produtos de qualidade e duráveis. É também um sinal encorajador para a economia ver que o valor geral do Global 500 aumentou em 3,3% para US$ 3.415 bilhões do último ano."


Rank
Global
2012

Rank
Global
2011

Marca

Grupo da
Indústria

Domicílio

Valor da
Marca
2012
(USD)

Rating da
Marca
2012

%
Aumento
no Valor da
Marca

1

8

Apple

Tecnologia

Estados Unidos

$70,6 bilhões

AAA+

139%

22

23

BMW

Automóveis

Alemanha

$21,2 bilhões

AAA-

5%

32

46

American Express

Serviços Financeiros

Estados Unidos

$18,2 bilhões

AAA-

17%

201

259

Louis Vuitton

Moda

França

$4,9 bilhões

AAA

24%

258


Daimler

Automóveis

Alemanha

$4 bilhões

AA-

Nova

320

339

Hermes

Moda

França

$3,4 bilhões

AA+

9%

325

337

Polo Ralph Lauren

Moda

Estados Unidos

$3,3 bilhões

AA-

6%

357


Cartier

Moda

Suíça

$3,1 bilhões

AAA-

Nova

329


Prada

Moda

Itália

$3,3 bilhões

AA+

Nova

359

405

Rolls-Royce

Automóveis

Reino Unido

$3,1 bilhões

AA+

17%

360


Coach

Vestuário

Estados Unidos

$3,1 bilhões

AA

Nova

371


Burberry

Moda

Reino Unido

$3 bilhões

AA+

Nova

384


Tiffany & Co

Varejo

Estados Unidos

$2,9 bilhões

AAA-

Nova

420

498

Gucci

Moda

França

$2,7 bilhões

AA

21%

464


Christian Dior

Moda

França

$2,5 bilhões

AAA-

Nova



Rank
Global
2012

Rank
Global
2011

Marca

Grupo da
Indústria

Domicílio

Valor da Marca
2012

Rating da Marca
2012

1

8

Apple

Tecnologia

Estados Unidos

$70.6 bilhões

AAA+

2

1

Google

Tecnologia

Estados Unidos

$47.5 bilhões

AAA+

3

2

Microsoft

Tecnologia

Estados Unidos

$45.8 bilhões

AAA+

4

4

IBM

Tecnologia

Estados Unidos

$39.1 bilhões

AA+

5

3

Walmart

Varejo

Estados Unidos

$38.3 bilhões

AA

6

18

Samsung

Manufatura

Coréia do Sul

$38.2 bilhões

AAA-

7

7

General Electric

Manufatura

Estados Unidos

$33.2 bilhões

AA+

8

16

Coca Cola

Bebidas

Estados Unidos

$31.1 bilhões

AAA+

9

5

Vodafone

Telecoms

Estados Unidos

$30.0 bilhões

AAA+

10

32

Amazon

Tecnologia

Estados Unidos

$28.7 bilhões

AA+


Para o Global 500 completo e o Relatório Global 500 visite:
http://www.brandfinance.com

Informações de Mídia:

Brand Finance plc
James Baker
Chefe de Comunicações
T: +44(0)20-7389-0400
[email protected]

FONTE  Brand Finance plc

FONTE Brand Finance plc

SOURCE Brand Finance plc

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