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Eine Analyse der wertvollsten Marken weltweit

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  • Diedenhofen, Magdalena
  • Rößle, Kathrin

Abstract

In dieser Arbeit wird die Performance der wertvollsten Marken weltweit analysiert. Dazu werden die "Best Global Brands 2023" des Interbrand-Rankings in Bezug auf den Umsatz, den EBIT, die Marktkapitalisierung, einem 1-EUR-Investment sowie den ESG Scores untersucht. Es zeigt sich, dass ein Investment in die wertvollsten Unternehmen finanziell lohnenswerter gewesen wäre, als ein Investment in den MSCI World. Zudem verdeutlichen die Ergebnisse, dass die Branchen mit den höchsten durchschnittlichen Markenwerten, wie beispielsweise Retail und Technologie, auch hinsichtlich der finanziellen Performance sehr gut abschneiden, jedoch bei der ESG-Performance im Vergleich zu den weiteren Branchen nur durchschnittliche Ergebnisse erzielen. Grundsätzlich weisen die ESG-Scores der wertvollsten Marken im Durchschnitt deutlich geringere Werte als bei-spielsweise die DAX-Unternehmen auf.

Suggested Citation

  • Diedenhofen, Magdalena & Rößle, Kathrin, 2024. "Eine Analyse der wertvollsten Marken weltweit," Rosenheim Papers in Applied Economics and Business Sciences 12/2024, Rosenheim Technical University of Applied Sciences.
    • Handle: RePEc:zbw:rpaebs:308039
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