By Jeff Desjardins
SANTIAGO — Falabella, a multinational chain of department stores owned by Chilean multinational company S.A.C.I. Falabella, is the most valuable brand for Chile, according to a cost information site HowMuch.net.
In the latest infographic, the site breaks down Brand Finance’s most recent 2017 list of the top 500 brands in a different way. It shows the most valuable brand for each country, and has each country sized accordingly to the dollar value of that company’s brand.
The list shows Google is the world’s most valuable brand at $109.5 billion – and it dominates the internet with a 64% market share in search, while generating 41% of all digital advertising revenue globally.
Google is followed closely by other U.S. brands like Apple ($107.1B) or Amazon ($106.4B). However, there are only two non-U.S. brands in the top 10, which are South Korean conglomerate Samsung ($66.2B) and Chinese bank ICBC ($47.8B).
Two automakers – Japan’s Toyota and Germany’s BMW – also rank pretty high and both have significant valuations at $46.3 billion and $37.1 billion.
After that, it’s a pretty steep fall in value for most countries. The top brands in countries like Canada, Italy, Switzerland, Australia, Russia, India, and Spain don’t crack $20 billion in value.
On the entire South American continent, the most valuable brand is Brazil’s Itaú, a bank with a brand worth only $6.9 billion.
Falabella – Chile’s most valuable brand
In Chile, Falabella which is the largest South American department store is the most valuable brand.
The company was founded by Salvatore Falabella, an Italian Chilean immigrant, in 1889. In its original form, it was a tailor shop but today has become the largest retail in South America. The expansion of the company began in the 1960s, inaugurating the first store outside of Santiago, located at Concepción.
In the 1990s began its process of internationalization, expanding its operations in Argentina, Peru and Colombia.
What is “brand value”?
According to Brand Finance, it’s an internationally recognized term that represents “a marketing-related intangible asset including, but not limited to, names, terms, signs, symbols, logos and designs, or a combination of these, intended to identify goods, services or entities, or a combination of these, creating distinctive images and associations in the minds of stakeholders, thereby generating economic benefits/value”.
Jeff Desjardins is a founder and editor of Visual Capitalist, a media website that creates and curates visual content on investing and business.