{"id":48246,"date":"2017-10-17T14:10:01","date_gmt":"2017-10-17T18:10:01","guid":{"rendered":"http:\/\/isarta.com\/infos\/?p=48246"},"modified":"2017-10-17T15:14:29","modified_gmt":"2017-10-17T19:14:29","slug":"marques-les-plus-puissantes-comme-les-choses-changent-en-dix-ans","status":"publish","type":"post","link":"https:\/\/isarta.fr\/infos\/marques-les-plus-puissantes-comme-les-choses-changent-en-dix-ans\/","title":{"rendered":"Marques les plus puissantes: comme les choses changent en dix ans"},"content":{"rendered":"

Chaque ann\u00e9e depuis\u00a01988, la firme Interbrand<\/a> <\/span>fournit une \u00e9valuation des marques les plus puissantes du monde. Pour \u00e9tablir<\/a><\/span> son classement, elle utilise trois grandes cat\u00e9gories d’indicateurs, soit les performances financi\u00e8res de l\u2019entreprise, le r\u00f4le de la marque dans le processus d’achat du consommateur ainsi que la force concurrentielle de la marque.<\/span><\/p>\n

<\/p>\n

17 octobre 2017<\/span><\/p>\n

La soci\u00e9t\u00e9 et la technologie \u00e9voluant<\/strong> rapidement, d’ann\u00e9e en ann\u00e9e, le classement r\u00e9v\u00e8le quelques changements notables. Il est d’autant plus int\u00e9ressant d’analyser \u00e0 quel point la valeur<\/strong> de certaines marques a \u00e9volu\u00e9 sur une p\u00e9riode de dix ans.<\/strong><\/p>\n

Facebook<\/strong><\/span><\/h2>\n

En 2007,<\/strong> pas encore de messagerie instantan\u00e9e, de vid\u00e9os en direct ou m\u00eame de bouton \u00abJ\u2019aime\u00bb<\/strong> pour Facebook. La jeune entreprise compte alors moins de 60\u00a0millions<\/strong> d\u2019abonn\u00e9s.<\/p>\n

Dans les dix ann\u00e9es qui suivront, la valeur de la marque du r\u00e9seau social \u00e9voluera \u00e0 un rythme similaire \u00e0 celui de son nombre d\u2019adeptes.<\/p>\n

Absente<\/strong> du classement d\u2019Interbrand en 2007, la marque Facebook vaudrait aujourd’hui 48\u00a0milliards<\/strong> de dollars. Log\u00e9e au 8e<\/sup>\u00a0rang du classement, c\u2019est la marque ayant, et de loin, cumul\u00e9<\/strong> le plus de valeur entre 2016 et 2017 (48\u00a0%).<\/p>\n

Nokia<\/strong><\/span><\/h2>\n

\u00c0 la fin des ann\u00e9es\u00a02000,<\/strong> l\u2019entreprise Nokia occupait \u00e0 tout coup une des premi\u00e8res places du classement d\u2019Interbrand.<\/strong> En 2007, on la trouvait au 5e<\/sup>\u00a0rang,<\/strong> devan\u00e7ant entre autres Toyota, McDonald\u2019s et Disney.<\/p>\n

\u00c0 l\u2019\u00e9poque, l\u2019entreprise finlandaise accaparait pr\u00e8s de 40\u00a0%<\/strong> du march\u00e9 des t\u00e9l\u00e9phones mobiles. Elle perdra ensuite peu \u00e0 peu ces parts au profit de divers concurrents, dont Samsung et Apple.<\/p>\n

La valeur de sa marque passera de 34\u00a0milliards en 2007 \u00e0 4\u00a0milliards<\/strong> en 2014, au moment o\u00f9 Nokia vend sa division d\u2019appareils mobiles \u00e0 Microsoft.<\/p>\n

Apple<\/strong><\/span><\/h2>\n

En 2017,<\/strong> Apple tr\u00f4ne au sommet<\/strong> du classement pour un 5e\u00a0<\/sup>ann\u00e9e cons\u00e9cutive. En 2007,<\/strong> il fallait remonter au 33e\u00a0<\/sup>rang<\/strong> pour trouver l\u2019entreprise dont le logo \u00e0 la pomme est maintenant si connu.<\/p>\n

Entre 2007 et 2017, Interbrand estime que la valeur de la marque d\u2019Apple est pass\u00e9e de 11 \u00e0 184\u00a0milliards<\/strong> de dollars!<\/p>\n

Coca-Cola<\/strong><\/span><\/h2>\n

En 2017, Coca-Cola<\/strong> occupe le 4e\u00a0<\/sup>rang du classement d\u2019Interbrand, pr\u00e9c\u00e9d\u00e9e de trois entreprises du secteur technologique. La marque am\u00e9ricaine a toujours<\/strong> fait partie du palmar\u00e8s d\u2019Interbrand.<\/p>\n

Toutefois, elle a longtemps \u00e9t\u00e9 class\u00e9e premi\u00e8re.<\/strong> C\u2019\u00e9tait le cas en 2007,<\/strong> o\u00f9 on \u00e9valuait la valeur de la marque Coca-Cola \u00e0 65\u00a0milliards de dollars. Dix ans plus tard, sa valeur a tr\u00e8s peu vari\u00e9, se situant maintenant l\u00e9g\u00e8rement sous les 70\u00a0milliards<\/strong> de dollars. Elle a perdu 3\u00a0% de valeur entre 2017 et 2016, et 4\u00a0% entre 2016 et 2015.<\/p>\n

Cola-Cola sait encore comment mettre en place des campagnes efficaces<\/strong>. Elle continue \u00e9galement d\u2019\u00eatre pr\u00e9sente dans les grands \u00e9v\u00e9nements sportifs mondiaux. Toutefois, ses ventes d\u00e9clinent<\/strong> et les pr\u00e9occupations \u00e0 l’\u00e9gard de l\u2019effet des boissons gazeuses sur la sant\u00e9 ont eu un effet n\u00e9gatif sur la marque.<\/p>\n

Qui trouverons-nous au sommet du classement d’Interbrand en 2027<\/strong>? Est-ce qu’Apple et Google continueront d’y occuper la t\u00eate? Au rythme o\u00f9 vont les choses, il n’est pas impensable qu’on puisse y voir une organisation aujourd’hui inconnue<\/strong> du grand public.<\/p>\n

\n

La formation en lien avec le sujet:<\/span><\/strong><\/span><\/h2>\n

Branding (Image de marque): la mise en pratique<\/span><\/strong><\/a><\/span><\/p>\n

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

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Courriel: fnadeau@isarta.com","sameAs":["https:\/\/www.linkedin.com\/in\/nadeaufrancois\/","https:\/\/x.com\/FrancoisNad"],"url":"https:\/\/isarta.fr\/infos\/author\/fnadeau\/"}]}},"_links":{"self":[{"href":"https:\/\/isarta.fr\/infos\/wp-json\/wp\/v2\/posts\/48246","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/isarta.fr\/infos\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/isarta.fr\/infos\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/isarta.fr\/infos\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/isarta.fr\/infos\/wp-json\/wp\/v2\/comments?post=48246"}],"version-history":[{"count":0,"href":"https:\/\/isarta.fr\/infos\/wp-json\/wp\/v2\/posts\/48246\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/isarta.fr\/infos\/wp-json\/wp\/v2\/media\/48405"}],"wp:attachment":[{"href":"https:\/\/isarta.fr\/infos\/wp-json\/wp\/v2\/media?parent=48246"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/isarta.fr\/infos\/wp-json\/wp\/v2\/categories?post=48246"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/isarta.fr\/infos\/wp-json\/wp\/v2\/tags?post=48246"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}