{"id":1713,"date":"2018-07-10T09:49:06","date_gmt":"2018-07-10T15:49:06","guid":{"rendered":"https:\/\/www.soteryah.com\/wps_fr\/?p=1713"},"modified":"2020-05-21T00:40:37","modified_gmt":"2020-05-20T22:40:37","slug":"profitip-la-valorisation-de-la-propriete-intellectuelle-cas-des-marques","status":"publish","type":"post","link":"https:\/\/www.soteryah.com\/wps_fr\/profitip-la-valorisation-de-la-propriete-intellectuelle-cas-des-marques\/","title":{"rendered":"#ProfitIP – La valeur des droits de propri\u00e9t\u00e9 intellectuelle – cas des marques"},"content":{"rendered":"
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En tant qu’actif de l’entreprise, les droits de propri\u00e9t\u00e9 intellectuelle, en particulier les marques, sont des biens intangibles susceptible de g\u00e9n\u00e9rer des revenus. L’estimation de la valeur des droits de propri\u00e9t\u00e9 intellectuelle fait couler beaucoup d’encre. Des m\u00e9thodes diverses plus ou moins objectives sont propos\u00e9es.<\/p>\n

Le magazine forbes publie chaque ann\u00e9e un classement des marques par valeurs, selon un syst\u00e8me d’estimmation qui leur est propre. Le classement des 100 premi\u00e8res marques par ordre de valeur est propos\u00e9 sur le site de forbes. Nous avons repris ici les dix premi\u00e8res marques du classement 2018, ainsi que les marques europ\u00e9ennes suivantes. Les marques fran\u00e7aises et anglaises sont en gras.<\/p>\n

Les GAFA sont en t\u00eate de classement avec Apple avec pas moins de 182,8 milliards de dollars.<\/p>\n

La premi\u00e8re entreprise europ\u00e9enne c’est Mercedes, 13\u00e8me du classement, avec une valeur de marque estim\u00e9e \u00e0 34,4 milliards de dollars.<\/p>\n

La premi\u00e8re marque fran\u00e7aise c’est Louis Vuitton (13\u00e8me) \u00e0 33,6 millirds de dollars.<\/p>\n<\/div>\n

A l’image de Louis Vuitton, les entreprises europ\u00e9ennes pr\u00e9sentes sont majoritairement dans les domaines du luxe ou de l’habillement et pas dans la \u00ab\u00a0Tech\u00a0\u00bb ce qui d\u00e9note le retard de l’Europe par rapport aux USA et aux JP\/CN pour ce qui concerne le d\u00e9veloppement des entreprises technologiques.<\/p>\n

Nous ferons un autre post sur l’\u00e9valuation de la valeur de la marque.<\/p>\n<\/div>\n

 <\/p>\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n
<\/th>\nRank<\/a><\/th>\nBrand<\/a><\/th>\nBrand Value<\/a><\/th>\n1-Yr Value Change<\/a><\/th>\nBrand Revenue<\/a><\/th>\nCompany Advertising<\/a><\/th>\nIndustry<\/a><\/th>\n<\/tr>\n<\/thead>\n
US<\/td>\n#1<\/td>\nApple<\/a><\/td>\n$182.8 B<\/td>\n8%<\/td>\n$228.6 B<\/td>\n–<\/td>\nTechnology<\/td>\n<\/tr>\n
US<\/td>\n#2<\/td>\nGoogle<\/a><\/td>\n$132.1 B<\/td>\n30%<\/td>\n$97.2 B<\/td>\n$5.1 B<\/td>\nTechnology<\/td>\n<\/tr>\n
US<\/td>\n#3<\/td>\nMicrosoft<\/a><\/td>\n$104.9 B<\/td>\n21%<\/td>\n$98.4 B<\/td>\n$1.5 B<\/td>\nTechnology<\/td>\n<\/tr>\n
US<\/td>\n#4<\/td>\nFacebook<\/a><\/td>\n$94.8 B<\/td>\n29%<\/td>\n$35.7 B<\/td>\n$324 M<\/td>\nTechnology<\/td>\n<\/tr>\n
US<\/td>\n#5<\/td>\nAmazon<\/a><\/td>\n$70.9 B<\/td>\n31%<\/td>\n$169.3 B<\/td>\n$6.3 B<\/td>\nTechnology<\/td>\n<\/tr>\n
US<\/td>\n#6<\/td>\nCoca-Cola<\/a><\/td>\n$57.3 B<\/td>\n2%<\/td>\n$23.4 B<\/td>\n$4 B<\/td>\nBeverages<\/td>\n<\/tr>\n
KR<\/td>\n#7<\/td>\nSamsung<\/a><\/td>\n$47.6 B<\/td>\n25%<\/td>\n$203.4 B<\/td>\n$4.5 B<\/td>\nTechnology<\/td>\n<\/tr>\n
US<\/td>\n#8<\/td>\nDisney<\/a><\/td>\n$47.5 B<\/td>\n8%<\/td>\n$30.4 B<\/td>\n$2.6 B<\/td>\nLeisure<\/td>\n<\/tr>\n
JP<\/td>\n#9<\/td>\nToyota<\/a><\/td>\n$44.7 B<\/td>\n9%<\/td>\n$176.4 B<\/td>\n$3.8 B<\/td>\nAutomotive<\/td>\n<\/tr>\n
US<\/td>\n#10<\/td>\nAT&T<\/a><\/td>\n$41.9 B<\/td>\n14%<\/td>\n$160.5 B<\/td>\n$3.8 B<\/td>\nTelecom<\/td>\n<\/tr>\n
DE<\/td>\n#13<\/td>\nMercedes-Benz<\/a><\/td>\n$34.4 B<\/td>\n18%<\/td>\n$116.9 B<\/td>\n–<\/td>\nAutomotive<\/td>\n<\/tr>\n
FR<\/strong><\/td>\n#15<\/strong><\/td>\nLouis Vuitton<\/a><\/strong><\/td>\n$33.6 B<\/strong><\/td>\n17%<\/strong><\/td>\n$12.9 B<\/strong><\/td>\n$5.4 B<\/strong><\/td>\nLuxury<\/strong><\/td>\n<\/tr>\n
DE<\/td>\n#20<\/td>\nBMW<\/a><\/td>\n$31.4 B<\/td>\n9%<\/td>\n$86.8 B<\/td>\n–<\/td>\nAutomotive<\/td>\n<\/tr>\n
DE<\/td>\n#23<\/td>\nSAP<\/a><\/td>\n$26.2 B<\/td>\n10%<\/td>\n$25.4 B<\/td>\n–<\/td>\nTechnology<\/td>\n<\/tr>\n
FR<\/strong><\/td>\n#30<\/strong><\/td>\nL’Or\u00e9al<\/a><\/strong><\/td>\n$17.2 B<\/strong><\/td>\n10%<\/strong><\/td>\n$10.1 B<\/strong><\/td>\n$8 B<\/strong><\/td>\nConsumer Packaged Goods<\/strong><\/td>\n<\/tr>\n
CH<\/td>\n#31<\/td>\nNescafe<\/a><\/td>\n$17.1 B<\/td>\n2%<\/td>\n$9.1 B<\/td>\n–<\/td>\nBeverages<\/td>\n<\/tr>\n
FR<\/strong><\/td>\n#35<\/strong><\/td>\nHerm\u00e8s<\/a><\/strong><\/td>\n$15.3 B<\/strong><\/td>\n17%<\/strong><\/td>\n$6 B<\/strong><\/td>\n$298 M<\/strong><\/td>\nLuxury<\/strong><\/td>\n<\/tr>\n
IT<\/td>\n#36<\/td>\nGucci<\/a><\/td>\n$14.9 B<\/td>\n18%<\/td>\n$6.7 B<\/td>\n–<\/td>\nLuxury<\/td>\n<\/tr>\n
DE<\/td>\n#37<\/td>\nAudi<\/a><\/td>\n$14.8 B<\/td>\n5%<\/td>\n$59.1 B<\/td>\n–<\/td>\nAutomotive<\/td>\n<\/tr>\n
IE<\/strong><\/td>\n#38<\/strong><\/td>\nAccenture<\/a><\/strong><\/td>\n$14.8 B<\/strong><\/td>\n5%<\/strong><\/td>\n$39.1 B<\/strong><\/td>\n$80 M<\/strong><\/td>\nBusiness Services<\/strong><\/td>\n<\/tr>\n
NL<\/td>\n#40<\/td>\nIKEA<\/a><\/td>\n$14.5 B<\/td>\n7%<\/td>\n$39.3 B<\/td>\n–<\/td>\nRetail<\/td>\n<\/tr>\n
ES<\/td>\n#46<\/td>\nZara<\/a><\/td>\n$13 B<\/td>\n16%<\/td>\n$18.9 B<\/td>\n–<\/td>\nRetail<\/td>\n<\/tr>\n
SE<\/td>\n#47<\/td>\nH&M<\/a><\/td>\n$13 B<\/td>\n-8%<\/td>\n$22.5 B<\/td>\n–<\/td>\nRetail<\/td>\n<\/tr>\n
DE<\/td>\n#48<\/td>\nSiemens<\/a><\/td>\n$12.8 B<\/td>\n11%<\/td>\n$90 B<\/td>\n–<\/td>\nDiversified<\/td>\n<\/tr>\n
UK<\/strong><\/td>\n#52<\/strong><\/td>\nHSBC<\/a><\/strong><\/td>\n$11.9 B<\/strong><\/td>\n4%<\/strong><\/td>\n$76.6 B<\/strong><\/td>\n–<\/strong><\/td>\nFinancial Services<\/strong><\/td>\n<\/tr>\n
CH<\/td>\n#53<\/td>\nNestle<\/a><\/td>\n$11.7 B<\/td>\n5%<\/td>\n$8.6 B<\/td>\n–<\/td>\nConsumer Packaged Goods<\/td>\n<\/tr>\n
DE<\/td>\n#58<\/td>\nPorsche<\/a><\/td>\n$11 B<\/td>\n14%<\/td>\n$25.5 B<\/td>\n–<\/td>\nAutomotive<\/td>\n<\/tr>\n
FR<\/strong><\/td>\n#59<\/strong><\/td>\nCartier<\/a><\/strong><\/td>\n$10.6 B<\/strong><\/td>\n14%<\/strong><\/td>\n$6.3 B<\/strong><\/td>\n–<\/strong><\/td>\nLuxury<\/strong><\/td>\n<\/tr>\n
AT<\/td>\n#61<\/td>\nRed Bull<\/a><\/td>\n$10.4 B<\/td>\n19%<\/td>\n$6.8 B<\/td>\n–<\/td>\nBeverages<\/td>\n<\/tr>\n
FR<\/strong><\/td>\n#67<\/strong><\/td>\nDanone<\/a><\/strong><\/td>\n$10 B<\/strong><\/td>\n-2%<\/strong><\/td>\n$10.6 B<\/strong><\/td>\n–<\/strong><\/td>\nConsumer Packaged Goods<\/strong><\/td>\n<\/tr>\n
DE<\/td>\n#68<\/td>\nAdidas<\/a><\/td>\n$9.5 B<\/td>\n20%<\/td>\n$20.6 B<\/td>\n$2.3 B<\/td>\nApparel<\/td>\n<\/tr>\n
CH<\/td>\n#71<\/td>\nRolex<\/a><\/td>\n$9.3 B<\/td>\n7%<\/td>\n$4.6 B<\/td>\n–<\/td>\nLuxury<\/td>\n<\/tr>\n
DE<\/td>\n#72<\/td>\nT-Mobile<\/a><\/td>\n$9 B<\/td>\n18%<\/td>\n$38.7 B<\/td>\n$1.8 B<\/td>\nTelecom<\/td>\n<\/tr>\n
ES<\/td>\n#76<\/td>\nSantander<\/a><\/td>\n$8.7 B<\/td>\n5%<\/td>\n$49.5 B<\/td>\n$820 M<\/td>\nFinancial Services<\/td>\n<\/tr>\n
DE<\/td>\n#77<\/td>\nBASF<\/a><\/td>\n$8.6 B<\/td>\n9%<\/td>\n$69.9 B<\/td>\n–<\/td>\nDiversified<\/td>\n<\/tr>\n
DE<\/td>\n#82<\/td>\nHeineken<\/a><\/td>\n$8.2 B<\/td>\n7%<\/td>\n$5.6 B<\/td>\n–<\/td>\nAlcohol<\/td>\n<\/tr>\n
FR<\/strong><\/td>\n#87<\/strong><\/td>\nChanel<\/a><\/strong><\/td>\n$8 B<\/strong><\/td>\n10%<\/strong><\/td>\n$5.6 B<\/strong><\/td>\n–<\/strong><\/td>\nLuxury<\/strong><\/td>\n<\/tr>\n
FR<\/strong><\/td>\n#88<\/strong><\/td>\nLancome<\/a><\/strong><\/td>\n$8 B<\/strong><\/td>\n13%<\/strong><\/td>\n$5.3 B<\/strong><\/td>\n$8 B<\/strong><\/td>\nConsumer Packaged Goods<\/strong><\/td>\n<\/tr>\n
DE<\/td>\n#89<\/td>\nNivea<\/a><\/td>\n$7.9 B<\/td>\n14%<\/td>\n$4.7 B<\/td>\n$1.6 B<\/td>\nConsumer Packaged Goods<\/td>\n<\/tr>\n
DE<\/td>\n#90<\/td>\nVolkswagen<\/a><\/td>\n$7.9 B<\/td>\n16%<\/td>\n$99.6 B<\/td>\n–<\/td>\nAutomotive<\/td>\n<\/tr>\n
DK<\/td>\n#91<\/td>\nLEGO<\/a><\/td>\n$8.6 B<\/td>\n-1%<\/td>\n$5.1 B<\/td>\n–<\/td>\nLeisure<\/td>\n<\/tr>\n
NL<\/td>\n#93<\/td>\nPhilips<\/a><\/td>\n$7.7 B<\/td>\n6%<\/td>\n$26.8 B<\/td>\n$1 B<\/td>\nDiversified<\/td>\n<\/tr>\n
DE<\/td>\n#95<\/td>\nAllianz<\/a><\/td>\n$7.6 B<\/td>\n11%<\/td>\n$118.7 B<\/td>\n–<\/td>\nFinancial Services<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

Source: Forbes.com<\/p>\n

SOPERYAH IP<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

En tant qu’actif de l’entreprise, les droits de propri\u00e9t\u00e9 intellectuelle, en particulier les marques, sont des biens intangibles susceptible de g\u00e9n\u00e9rer des revenus. L’estimation de la valeur des droits de propri\u00e9t\u00e9 intellectuelle fait couler beaucoup d’encre. Des m\u00e9thodes diverses plus ou moins objectives sont propos\u00e9es. Le magazine forbes publie chaque ann\u00e9e un classement des marques […]<\/p>\n","protected":false},"author":1,"featured_media":1650,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[37],"tags":[],"class_list":["post-1713","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-profitip"],"_links":{"self":[{"href":"https:\/\/www.soteryah.com\/wps_fr\/wp-json\/wp\/v2\/posts\/1713","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.soteryah.com\/wps_fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.soteryah.com\/wps_fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.soteryah.com\/wps_fr\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.soteryah.com\/wps_fr\/wp-json\/wp\/v2\/comments?post=1713"}],"version-history":[{"count":8,"href":"https:\/\/www.soteryah.com\/wps_fr\/wp-json\/wp\/v2\/posts\/1713\/revisions"}],"predecessor-version":[{"id":1870,"href":"https:\/\/www.soteryah.com\/wps_fr\/wp-json\/wp\/v2\/posts\/1713\/revisions\/1870"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.soteryah.com\/wps_fr\/wp-json\/wp\/v2\/media\/1650"}],"wp:attachment":[{"href":"https:\/\/www.soteryah.com\/wps_fr\/wp-json\/wp\/v2\/media?parent=1713"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.soteryah.com\/wps_fr\/wp-json\/wp\/v2\/categories?post=1713"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.soteryah.com\/wps_fr\/wp-json\/wp\/v2\/tags?post=1713"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}