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Uluslararası marka değerlendirme kuruluşu Brand Finance 'ın araştırmasına göre Türk Hava Yolları (THY ), 2 milyar dolara yaklaşan marka değeriyle geçen yıl olduğu gibi bu yıl da "Türkiye'nin en değerli markası" oldu.
Brand Finance, 2020 yılına ilişkin "Türkiye'nin En Değerli Markaları-Turkey 100" çalışmasını tamamladı.
AA muhabirinin edindiği bilgiye göre, listede ilk sırayı 1 milyar 975 milyon dolarlık marka değeriyle THY alırken, bu şirketi 1 milyar 616 milyon dolarlık marka değeriyle Ziraat Bankası takip etti. Listede üçüncü sırayı 1 milyar 538 milyon dolarlık marka değeriyle Garanti Bankası alırken, Turkcell 1 milyar 361 milyon dolarla 5'inci sıradan 4'üncü sıraya, Arçelik ise 1 milyar 273 milyon dolarla 8'inci sıradan 5'inci sıraya yükseldi.
Marka değeri 1 milyar 87 milyon dolar olarak belirlenen Türk Telekom ise geçen yıla göre 2 sıra gerileyerek 6'ncı sıraya yerleşti. Bu kurumu 998 milyon dolarla Akbank, 951 milyon dolarla iki sıra gerileyen İş Bankası, 876 milyon dolarla Yapı Kredi , 875 milyon dolarla Ford Otosan izledi.
EN DEĞERLİ 100 MARKA ARASINA 8 YENİ MARKA GİRDİ Listeye bu yıl muhtelif iş kollarından 8 yeni marka dahil oldu. Bu markalar, LC Waikiki, Koç Sistem, Kordsa, Odeabank, Aytemiz, Mars Lojistik, Ege Profil ve Nobel İlaç olarak yer aldı.
Toplam marka değeri içinde sanayi sektörü markalarının payı yüzde 30, hizmet sektörü markalarının payı ise yüzde 70 oldu.
İlk 100'de yer alan markaların değerlerinde en yüksek artış yüzde 140 ile Otokar'da gerçekleşti. Artışta Otokar'ı yüzde 112 ile Desa, yüzde 100 ile Avivasa Emeklilik takip etti.
Söz konusu dönemde marka değerinde en yüksek düşüş ise yüzde 42 ile Beşiktaş'ta oldu. Bu markayı yüzde 34,8 düşüşle Koçtaş, yüzde 32,2 ile Emlak konut izledi.
Dünyanın en değerli 50 futbol kulübü listesine Türk kulüplerinden hiçbiri giremedi. Fenerbahçe, Galatasaray ve Beşiktaş'ın marka değerinde düşüşler görüldü.
TÜRKİYE'NİN 100 MARKASININ TOPLAM DEĞERİ 24,6 MİLYAR DOLAR Brand Finance Türkiye Direktörü Muhterem İlgüner, AA muhabirine, Türkiye'nin en değerli 100 markasına ilişkin değerlendirmede bulundu.
İlgüner, "Türkiye'nin en değerli 100 markasının toplam değeri bu yıl geçen yıla göre göre yüzde 24 artarak 24,6 milyar dolara ulaştı." dedi.
Türk şirketleri küresel oyuncular haline geldikçe hasılatlarının büyük bölümünü yaygın küresel para birimleriyle gerçekleştireceklerini belirten İlgüner, "Böylece kur riskinden daha az etkilenecekler ve marka değerlerini koruyacaklardır. Bunun için, Türk şirketlerinin 'dünya markası' olma hedefinden şaşmamaları ve her zaman markalarını küresel ölçekte değerli hale getirmek için çaba harcamaları gerekecektir." değerlendirmesinde bulundu.
Brand Finance 'ın araştırmasına göre, Türkiye'nin en değerli ilk 20 markası, 2019 ve 2020 marka değerleri (milyon dolar) ve değişim oranları şöyle:
2020 Sıra 2019 Sıra MARKA 2020 Marka Değeri
2019 Marka Değeri Marka Değeri Değişim 1 1 Türk Hava Yolları 1.975 1.735 13,8% 2 2 Ziraat Bankası 1.616 1.637 -1,3% 3 3 Garanti BBVA 1.538 1.344 14,4% 4 5 Turkcell 1.361 1.182 15,2% 5 8 Arçelik 1.273 837 52,0% 6 4 Türk Telekom 1.087 1.185 -8,2% 7 7 Akbank 998 934 6,8% 8 6 İş Bankası 951 1.135 -16,2% 9 9 Yapı Kredi 876 647 35,3% 10 10 Ford Otosan 875 458 91,2% 11 Yeni LC Waikiki 760 12 11 Bsh 603 441 36,7% 13 18 Bim 595 308 93,3% 14 16 Opet 570 364 56,6% 15 13 Ülker 539 409 31,9% 16 20 Vestel 493 265 86,0% 17 14 Vakıfbank 458 396 15,5% 18 17 Anadolu Efes 424 314 34,9% 19 12 Halkbank 408 428 -4,7% 20 15 Denizbank 395 371 6,5%