삼성전자 기업가치, 애플의 1/4 수준... 포브스, 세계 100대기업 순위 발표(전문)

[글로벌이코노믹 김대호 기자] 애플이 세계에서 가장 높은 가치를 보유한 기업으로 선정됐다.

미국의 경제전문지 포브스가 14일 발표한 '기업가치 상위 100대 기업'에서 애플이 1453억 달러로 1위를 차지했다.
그 다음 2위는 마이크로소프트(MS)로 기업가치가 693억 달러에 이르렀다.

3위는 656억 달러의 가치를 인정받은 구글이었다.

4위는 코카콜라(560억 달러), 5위는 IBM(498억 달러)이었다.

또 6위에는 패스트 푸드업체인 맥도날드(395억 달러)가 올랐다.

이어 한국의 삼성전자가 세계 7위를 차지했다.

삼성전자의 기업가치 평가액은 379억 달러다.
애플의 기업가치 1453억 달러의 26.08% 수준이다.

포브스는 이날 보도에서 삼성전자가 지난해 40억 달러의 가까운 막대한 광고비를 투입하고도 그 3분의 1 수준인 12억 달러만을 광고비로 사용한 애플에 기업가치면에서 크게 밀렸다고 지적했다.

그밖에 8위는 도요타(378억 달러), 9위는 제너럴일렉트릭(375억 달러), 그리고 10위는 페이스북(365억 달러)등의 순이었다.

한국 기업으로는 7위의 삼성전자 이외에 현대차가 84억 달러로 64위, 기아차는 62억 달러로 97위에 올랐다.

기업가치 100대 기업에 한국기업은 3곳만 포함됐다.


[다음은 보프스의 기업가치 100대 기업 기사 전문]

Apple revolutionized four industries over the past 15 years with the launch of the iPhone, iPad, iPod and iTunes. Its next target is watches. The Apple Watch launched in April. Forecasts for first year sales are all over the map and typically range between eight million and 15 million. Analysts at Piper Jaffrey expect watches to represent 10% of Apple’s 2017 revenue. Keller is skeptical of the potential of the Watch, but recognizes the incredible track record Apple has to produce great products. “If the watch turns out to be a success, it is going to fuel the company and brand even more,” says Keller.

Microsoft ranks as the second most valuable brand worth $69.3 billion, up 10%. After years of getting beaten up in the press and by users, the $94-billion-in-sales company is suddenly cool again under CEO Satya Nadella, just the company’s third leader in 40 years. The company is intriguing developers and introducing captivating products like its HoloLens, a headset which brings hi-def holograms to life using Windows. “We want to move from people needing Windows to choosing Windows, to loving Windows. That is our bold goal,” said Nadella at the Windows 10 launch event in January.

The company poured $11 billion into research and development last year. Windows 10 will be released this summer and is expected to be the last major release of the venerable operating system. Future updates will be in an “ongoing manner.” The company wants one billion Windows 10 users by 2018.

Microsoft is no longer the 800-pound gorilla in the tech space, which has softened some of the criticism, but Keller is looking for consumers to want to engage with the brand before he labels it cool again. “I can see why people have stopped hating them, but can’t see why people would start loving them,” says Keller.

Rounding out the top five are Google ($65.6 billion), Coca-Cola ($56 billion) and IBM ($49.8 billion).

We determined the most valuable brands by starting with a universe of more than 200 global brands. We required brands to have at least some presence in the U.S., which knocked out big brands like Chinese internet giant Tencent and multinational telecom firm Vodafone. The top 100 includes product brands like Procter & Gamble-owned Gillette as well as brands marketed under their corporate name like IBM.

Forbes valued these brands on three years of earnings and allocated a percentage of those earnings based on the role brands play in each industry (e.g., high for luxury goods and beverages, low for airlines and oil companies). We applied the average price-to-earnings multiple over the past three years to these earnings to arrive at the final brand value (click here for the full methodology).

The 100 most valuable brands span 15 countries across 20 broad industry categories. Brands from U.S.-based companies make up just over half the list with the next biggest representation from Germany (9 brands), Japan (7) and France (7). Tech brands are the most prevalent with 15, including half of the top 20. Automotive and consumer packaged goods companies both landed 13 brands within the top 100. Toyota was the top auto brand at No. 8, worth $37.8 billion, while Gillette headed the CPG brands at No. 26, worth $20.4 billion.

Facebook registered the biggest gain of any brand in the top 100, up 54%. It cracks the top 10 for the first time with value of $36.5 billion. Facebook had 936 million active daily users as of March 2015 with 83% of those outside the U.S. The brand has emerged as a competitor to YouTube regarding video. In April the company reported that it delivered four billion video views daily compared to one billion just seven months earlier. Other big gainers in the top 100 include: Amazon.com (+32%) and Disney (+26%). Adidas (-14%) and Danone (-13%) had the biggest drops.
김대호 기자 tiger8280@

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