{"id":8690,"date":"2022-11-01T14:00:00","date_gmt":"2022-11-01T19:00:00","guid":{"rendered":"http:\/\/www.icesi.edu.co\/marketingzone\/?p=8690"},"modified":"2022-11-03T13:11:14","modified_gmt":"2022-11-03T18:11:14","slug":"las-marcas-mas-valiosas-del-mundo-segun-global-500-2022-de-brand-finance","status":"publish","type":"post","link":"https:\/\/www.icesi.edu.co\/marketingzone\/las-marcas-mas-valiosas-del-mundo-segun-global-500-2022-de-brand-finance\/","title":{"rendered":"Las marcas m\u00e1s valiosas del mundo seg\u00fan Global 500 2022 de Brand Finance"},"content":{"rendered":"<h2>En el informe anual Global 500 2022, la consultora internacional Brand Finance clasifica las 100 marcas m\u00e1s valiosas del mundo, un ranking en el que Apple repite podio este a\u00f1o.<\/h2>\n<p>En su\u00a0informe anual\u00a0<em>Global 500<\/em>, la consultora internacional\u00a0Brand Finance\u00a0asume cada a\u00f1o el gran reto de identificar las\u00a0marcas m\u00e1s valiosas del mundo\u00a0y colocarlas en un ranking en funci\u00f3n de su poder econ\u00f3mico.<\/p>\n<p>En la \u00faltima publicaci\u00f3n, realizada a principios de este a\u00f1o, la entidad seleccion\u00f3 a las 100 empresas que m\u00e1s valor acumulan, conformando as\u00ed una lista encabezada por los gigantes tecnol\u00f3gicos.\u00a0Apple ocup\u00f3 de nuevo la primera posici\u00f3n,\u00a0por delante de\u00a0Amazon, Google y Microsoft,\u00a0que completaban el top 4.<\/p>\n<p>Con un aumento del 35% en comparaci\u00f3n con el a\u00f1o pasado,\u00a0Apple conserva su primer puesto en la clasificaci\u00f3n\u00a0y se coloca de nuevo como la marca m\u00e1s valiosa del mundo, con un valor total de marca de\u00a0335.100 millones de d\u00f3lares. Ha sido el\u00a0mayor valor de marca\u00a0en la historia del informe\u00a0<em>Global 500,<\/em>\u00a0que se publica cada a\u00f1o desde 2007.<\/p>\n<p>La m\u00edtica marca de la manzanita domina el mercado de los tel\u00e9fonos inteligentes, especialmente en Estados Unidos, donde m\u00e1s del 50% de los tel\u00e9fonos inteligentes existentes ahora son iPhone.<\/p>\n<p>El\u00a0gigante del retail,\u00a0Amazon,\u00a0se posiciona en segundo lugar del ranking de marcas m\u00e1s valiosas de Brand Finance, pis\u00e1ndole los talones a Apple. Esta empresa, que ha llegado a ocupar el primer lugar del ranking en anteriores ediciones, tiene un valor de marca de\u00a0350.300 millones de d\u00f3lares.<\/p>\n<p>En tercer lugar se sit\u00faa otro de los pesos pesados del panorama\u00a0<em>tech<\/em>:\u00a0Google. La firma aglutina 263.425 millones de d\u00f3lares y se sit\u00faa por delante de Microsoft, con\u00a0184.245 millones de d\u00f3lares. Estas cuatro empresas no se mueven en el ranking y mantienen sus puestos con respecto al a\u00f1o 2021.<\/p>\n<h2>TikTok, la marca que m\u00e1s crece<\/h2>\n<p>Pese a que no entra en el top 10 (ocupa el puesto 18),\u00a0TikTok,\u00a0la plataforma compa\u00f1\u00eda de medios sociales, ha experimentado este a\u00f1o un aumento del 215% en su valor de marca. Esto la ha convertido en la empresa con mayor crecimiento de toda la lista.<\/p>\n<p>Entre 2019 y 2021, la plataforma vio c\u00f3mo su base de usuarios se disparaba, pasando de 291,4 millones a 655,9 millones en solo dos a\u00f1os. Si este crecimiento contin\u00faa,\u00a0TikTok podr\u00eda alcanzar casi mil millones de usuarios en 2025, seg\u00fan las proyecciones de\u00a0<em>Insider Intelligence.<\/em><\/p>\n<h2>Estos son los sectores predominantes en el ranking de marcas m\u00e1s valiosas de Brand Finance<\/h2>\n<p>M\u00e1s de un tercio de los nombres de la lista de marcas valiosas de Brand Finance pertenecen al sector tecnol\u00f3gico y de servicios. En conjunto, esta categor\u00eda tiene un valor de marca de\u00a02 billones de d\u00f3lares.\u00a0Los medios de comunicaci\u00f3n son el segundo sector m\u00e1s valioso: el 19% de las 100 principales marcas pertenecen al sector de los medios de comunicaci\u00f3n y las telecomunicaciones, entre ellas\u00a0Google, Facebook y WeChat.<\/p>\n<p>La pandemia ha tenido mucho que ver en este auge, pues el\u00a0consumo de medios de comunicaci\u00f3n y plataformas aument\u00f3 durante las etapas de confinamiento\u00a0a lo largo y ancho de todo el planeta. Por ejemplo, en los primeros nueve meses de 2021, el uso diario de Snapchat creci\u00f3 un 77%.<\/p>\n<p>A medida que las restricciones de la pandemia se han ido desvaneciendo en todo el mundo, y los rumores de una recesi\u00f3n global\u00a0amenazan el crecimiento econ\u00f3mico mundial,\u00a0por lo que el informe del pr\u00f3ximo a\u00f1o podr\u00eda dejar algunos grandes cambios en el valor de las marcas.<\/p>\n<h2>La geograf\u00eda de las marcas m\u00e1s valiosas<\/h2>\n<p>Si observamos la procedencia de las empresas de la lista de marcas de Brand Finance,\u00a0solo seis pa\u00edses representan el 95% de la lista.\u00a0Estados Unidos y China concentran 75 de las 100 primeras marcas de la clasificaci\u00f3n.<\/p>\n<p>El\u00a0crecimiento de las empresas chinas\u00a0en la escena mundial se refleja muy acertadamente en la visualizaci\u00f3n realizada por<a href=\"https:\/\/www.visualcapitalist.com\/wp-content\/uploads\/2022\/10\/most-valuable-brands-2022-fullsize.html\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">\u00a0Visual Capitalis<\/a>t. Como dato comparativo, hace una d\u00e9cada, solo seis empresas chinas figuraban en la clasificaci\u00f3n de las\u00a0100 primeras de Brand Finance,\u00a0y ninguna de ellas estaba entre las 30 primeras por su valor de marca.<\/p>\n<p>Los\u00a0pa\u00edses europeos representan \u00fanicamente el 13% de la lista,\u00a0lo que demuestra hasta qu\u00e9 punto ha disminuido el dominio econ\u00f3mico de Europa en las \u00faltimas d\u00e9cadas. En los a\u00f1os sesenta, Europa representaba casi un tercio del PIB total del mundo. Sin embargo, en 2017 se redujo al 16%. Seg\u00fan una previsi\u00f3n del Centro Pardee de la Universidad de Denver, la cuota de la UE en el PIB mundial se reducir\u00e1 al 10% en 2100.<\/p>\n<p>Fuente: https:\/\/www.marketingdirecto.com\/marketing-general\/publicidad\/ranking-marcas-mas-valiosas-brand-finance<\/p>\n","protected":false},"excerpt":{"rendered":"<p>En el informe anual Global 500 2022, la consultora internacional Brand Finance clasifica las 100 marcas m\u00e1s valiosas del mundo, un ranking en el que Apple repite podio este a\u00f1o. En su\u00a0informe anual\u00a0Global 500, la consultora internacional\u00a0Brand Finance\u00a0asume cada a\u00f1o el gran reto de identificar las\u00a0marcas m\u00e1s valiosas del mundo\u00a0y colocarlas en un ranking en [&hellip;]<\/p>\n","protected":false},"author":52,"featured_media":8710,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","footnotes":""},"categories":[58],"tags":[],"class_list":["post-8690","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-panorama"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Las marcas m\u00e1s valiosas del mundo seg\u00fan Global 500 2022 de Brand Finance | Marketing Zone Icesi<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.icesi.edu.co\/marketingzone\/las-marcas-mas-valiosas-del-mundo-segun-global-500-2022-de-brand-finance\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Las marcas m\u00e1s valiosas del mundo seg\u00fan Global 500 2022 de Brand Finance | Marketing Zone Icesi\" \/>\n<meta property=\"og:description\" content=\"En el informe anual Global 500 2022, la consultora internacional Brand Finance clasifica las 100 marcas m\u00e1s valiosas del mundo, un ranking en el que Apple repite podio este a\u00f1o. En su\u00a0informe anual\u00a0Global 500, la consultora internacional\u00a0Brand Finance\u00a0asume cada a\u00f1o el gran reto de identificar las\u00a0marcas m\u00e1s valiosas del mundo\u00a0y colocarlas en un ranking en [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.icesi.edu.co\/marketingzone\/las-marcas-mas-valiosas-del-mundo-segun-global-500-2022-de-brand-finance\/\" \/>\n<meta property=\"og:site_name\" content=\"Marketing Zone Icesi\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Marketingzoneicesi\/\" \/>\n<meta property=\"article:published_time\" content=\"2022-11-01T19:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-11-03T18:11:14+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.icesi.edu.co\/marketingzone\/wp-content\/uploads\/2022\/11\/poster-most-valuable-brands1-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"730\" \/>\n\t<meta property=\"og:image:height\" 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