BusinessWeek/Interbrand Release Annual Ranking of the 100 'Best Global Brands'
Coca-Cola retains the No. 1 spot; Google, Amazon, and Zara continue strong growth.
NEW YORK, -- Google, Amazon, and Zara are among this year's top gainers in BusinessWeek and Interbrand's annual ranking of the "Best Global Brands." UBS slipped dramatically down the list, falling 31 places to No. 72, losing 50% of its brand value. Coca-Cola remains the No. 1 brand for the ninth year in a row.
For the ninth consecutive year, BusinessWeek has teamed up with Interbrand, a leading brand consultancy, to publish the ranking of the top 100 global brands by brand value. Amazon, Pepsi, Audi, Panasonic, and Campbell's have all prospered during a challenging year for marketing executives. For the first time, the overall value of the top 100 brands has declined 4.6%, or US $55,472. Seven brands, however, fell right off the list. Among the biggest: Merrill Lynch, which ranked No. 34 last year, and AIG, previously No. 54, after both required emergency assistance from the U.S. government. ING, ranked No. 86 last year, also fell off the list after huge subprime losses. Not surprisingly, big banks and auto brands fared the worst, while food brands benefited as consumers began eating more at home.
The recession has presented brand stewards with the most severe test of their careers. Companies have had to adjust rapidly as consumers reexamine their purchases and rethink brand loyalties. Marketing executives are balancing the temptation to chase short-term gains with discounts and promotions against the risk of cheapening their brands over the long haul. Meanwhile, most have considerably smaller budgets with which to reach their customers.
BusinessWeek's "Best Global Brands" special report is featured in the September 28, 2009 issue, on newsstands Friday, September 18th. Expanded content, including full methodology, is available on BusinessWeek.com at www.businessweek.com/go/brand and on Interbrand.com at http://www.thebestglobalbrands.com.
About BusinessWeek
BusinessWeek is a global source of essential business insight that inspires leaders to turn ideas into action. Through content, context, and collaboration, BusinessWeek moderates global conversations and moves business professionals forward. Founded in 1929 and published by the McGraw-Hill Companies, BusinessWeek magazine is the market leader, with more than 4.8 million readers each week in 140 countries. Local language editions include Chinese, Thai, and Bahasa Indonesian. Launched in 1994, BusinessWeek.com is the preeminent provider of daily, essential business news, information, and services to business decision-makers. Business Exchange (http://bx.businessweek.com/) is an innovative online offering that aims to better serve the evolving information needs of business professionals.
About Interbrand
Interbrand, the leading brand consultancy, combines the rigorous strategy and analysis of a management consulting practice with the entrepreneurial and creative spirit of branding and design. The company offers a comprehensive array of consulting services that guide clients in the creation, enhancement, maintenance and valuation of their most valuable asset -- their brands. Founded in 1974, Interbrand has offices in over 30 cities in more than 20 countries around the globe and clients from among the most respected businesses. For more information visit the world's only online exchange about branding, produced by Interbrand, at www.brandchannel.com.
BusinessWeek/Interbrand's Annual Ranking of the Best Global Brands For 2009
2009
Brand
Value Percent Change Country of
Rank Company $MILLIONS (over 2008) Ownership
1 Coca-Cola 68,734 3% US
2 IBM 60,211 2% US
3 Microsoft 56,647 -4% US
4 GE 47,777 -10% US
5 Nokia 34,864 -3% Finland
6 McDonald's 32,275 4% US
7 Google 31,980 25% US
8 Toyota 31,330 -8% Japan
9 Intel 30,636 -2% US
10 Disney 28,447 -3% US
11 Hewlett-Packard 24,096 2% US
12 Mercedes-Benz 23,867 -7% Germany
13 Gillette 22,841 4% US
14 Cisco 22,030 3% US
15 BMW 21,671 -7% Germany
16 Louis Vuitton 21,120 -2% France
17 Marlboro 19,010 -11% US
18 Honda 17,803 -7% Japan
19 Samsung 17,518 -1% S. Korea
20 Apple 15,443 12% US
21 H&M 15,375 11% Sweden
22 American Express 14,971 -32% US
23 Pepsi 13,706 3% US
24 Oracle 13,699 -1% US
25 Nescafe 13,317 2% Switzerland
26 Nike 13,179 4% US
27 SAP 12,106 -1% Germany
28 Ikea 12,004 10% Sweden
29 Sony 11,953 -12% Japan
30 Budweiser 11,833 3% US
31 UPS 11,594 -8% US
32 HSBC 10,510 -20% Britain
33 Canon 10,441 -4% Japan
34 Kellogg's 10,428 7% US
35 Dell 10,291 -12% US
36 Citi 10,254 49% US
37 J.P. Morgan 9,550 -11% US
38 Goldman Sachs 9,248 -10% US
39 Nintendo 9,210 5% Japan
40 Thomson Reuters 8,434 1% Canada
41 Gucci 8,182 -1% Italy
42 Philips 8,121 -2% Netherlands
43 Amazon 7,858 22% US
44 L'Oreal 7,748 3% France
45 Accenture 7,710 -3% US
46 eBay 7,350 -8% US
47 Siemens 7,308 -8% Germany
48 Heinz 7,244 9% US
49 Ford 7,005 -11% US
50 Zara 6,789 14% Spain
51 Wrigley 6,731 10% US
52 Colgate 6,550 2% US
53 AXA 6,525 -7% France
54 MTV 6,523 -9% US
55 Volkswagen 6,484 -8% Germany
56 Xerox 6,431 1% US
57 Morgan Stanley 6,399 -26% US
58 Nestle 6,319 13% Switzerland
59 Chanel 6,040 -5% France
60 Danone 5,960 10% France
61 KFC 5,722 3% US
62 Adidas 5,397 6% Germany
63 Blackberry 5,138 7% Canada
64 Yahoo! 5,111 -7% US
65 Audi 5,010 -7% Germany
66 Caterpillar 5,004 -5% US
67 Avon 4,917 -7% US
68 Rolex 4,609 -7% Switzerland
69 Hyundai 4,604 -5% S. Korea
70 Hermes 4,598 1% France
71 Kleenex 4,404 -5% US
72 UBS 4,370 -50% Switzerland
73 Harley-Davidson 4,337 -43% US
74 Porsche 4,234 -8% Germany
75 Panasonic 4,225 -1% Japan
76 Tiffany & Co. 4,000 -5% US
77 Cartier 3,968 -6% France
78 Gap 3,922 -10% US
79 Pizza Hut 3,876 -5% US
80 Johnson&Johnson 3,847 7% US
81 Allianz 3,831 -5% Germany
82 Moet & Chandon 3,754 -5% France
83 BP 3,716 -5% Britain
84 Smirnoff 3,698 3% Britain
85 Duracell 3,563 -3% US
86 Nivea 3,557 5% Germany
87 Prada 3,530 -2% Italy
88 Ferrari 3,527 0% Italy
89 Armani 3,303 -6% Italy
90 Starbucks 3,263 -16% US
91 Lancome 3,235 N/A France
92 Shell 3,228 -7% Netherlands
93 Burger King 3,223 N/A US
94 Visa 3,170 -5% US
95 Adobe 3,161 N/A US
96 Lexus 3,158 -12% Japan
97 Puma 3,154 N/A Germany
98 Burberry 3,095 N/A Britain
99 PoloRalphLauren 3,094 N/A US
100 Campbell's 3,081 N/A US
NEW YORK, -- Google, Amazon, and Zara are among this year's top gainers in BusinessWeek and Interbrand's annual ranking of the "Best Global Brands." UBS slipped dramatically down the list, falling 31 places to No. 72, losing 50% of its brand value. Coca-Cola remains the No. 1 brand for the ninth year in a row.
For the ninth consecutive year, BusinessWeek has teamed up with Interbrand, a leading brand consultancy, to publish the ranking of the top 100 global brands by brand value. Amazon, Pepsi, Audi, Panasonic, and Campbell's have all prospered during a challenging year for marketing executives. For the first time, the overall value of the top 100 brands has declined 4.6%, or US $55,472. Seven brands, however, fell right off the list. Among the biggest: Merrill Lynch, which ranked No. 34 last year, and AIG, previously No. 54, after both required emergency assistance from the U.S. government. ING, ranked No. 86 last year, also fell off the list after huge subprime losses. Not surprisingly, big banks and auto brands fared the worst, while food brands benefited as consumers began eating more at home.
The recession has presented brand stewards with the most severe test of their careers. Companies have had to adjust rapidly as consumers reexamine their purchases and rethink brand loyalties. Marketing executives are balancing the temptation to chase short-term gains with discounts and promotions against the risk of cheapening their brands over the long haul. Meanwhile, most have considerably smaller budgets with which to reach their customers.
BusinessWeek's "Best Global Brands" special report is featured in the September 28, 2009 issue, on newsstands Friday, September 18th. Expanded content, including full methodology, is available on BusinessWeek.com at www.businessweek.com/go/brand and on Interbrand.com at http://www.thebestglobalbrands.com.
About BusinessWeek
BusinessWeek is a global source of essential business insight that inspires leaders to turn ideas into action. Through content, context, and collaboration, BusinessWeek moderates global conversations and moves business professionals forward. Founded in 1929 and published by the McGraw-Hill Companies, BusinessWeek magazine is the market leader, with more than 4.8 million readers each week in 140 countries. Local language editions include Chinese, Thai, and Bahasa Indonesian. Launched in 1994, BusinessWeek.com is the preeminent provider of daily, essential business news, information, and services to business decision-makers. Business Exchange (http://bx.businessweek.com/) is an innovative online offering that aims to better serve the evolving information needs of business professionals.
About Interbrand
Interbrand, the leading brand consultancy, combines the rigorous strategy and analysis of a management consulting practice with the entrepreneurial and creative spirit of branding and design. The company offers a comprehensive array of consulting services that guide clients in the creation, enhancement, maintenance and valuation of their most valuable asset -- their brands. Founded in 1974, Interbrand has offices in over 30 cities in more than 20 countries around the globe and clients from among the most respected businesses. For more information visit the world's only online exchange about branding, produced by Interbrand, at www.brandchannel.com.
BusinessWeek/Interbrand's Annual Ranking of the Best Global Brands For 2009
2009
Brand
Value Percent Change Country of
Rank Company $MILLIONS (over 2008) Ownership
1 Coca-Cola 68,734 3% US
2 IBM 60,211 2% US
3 Microsoft 56,647 -4% US
4 GE 47,777 -10% US
5 Nokia 34,864 -3% Finland
6 McDonald's 32,275 4% US
7 Google 31,980 25% US
8 Toyota 31,330 -8% Japan
9 Intel 30,636 -2% US
10 Disney 28,447 -3% US
11 Hewlett-Packard 24,096 2% US
12 Mercedes-Benz 23,867 -7% Germany
13 Gillette 22,841 4% US
14 Cisco 22,030 3% US
15 BMW 21,671 -7% Germany
16 Louis Vuitton 21,120 -2% France
17 Marlboro 19,010 -11% US
18 Honda 17,803 -7% Japan
19 Samsung 17,518 -1% S. Korea
20 Apple 15,443 12% US
21 H&M 15,375 11% Sweden
22 American Express 14,971 -32% US
23 Pepsi 13,706 3% US
24 Oracle 13,699 -1% US
25 Nescafe 13,317 2% Switzerland
26 Nike 13,179 4% US
27 SAP 12,106 -1% Germany
28 Ikea 12,004 10% Sweden
29 Sony 11,953 -12% Japan
30 Budweiser 11,833 3% US
31 UPS 11,594 -8% US
32 HSBC 10,510 -20% Britain
33 Canon 10,441 -4% Japan
34 Kellogg's 10,428 7% US
35 Dell 10,291 -12% US
36 Citi 10,254 49% US
37 J.P. Morgan 9,550 -11% US
38 Goldman Sachs 9,248 -10% US
39 Nintendo 9,210 5% Japan
40 Thomson Reuters 8,434 1% Canada
41 Gucci 8,182 -1% Italy
42 Philips 8,121 -2% Netherlands
43 Amazon 7,858 22% US
44 L'Oreal 7,748 3% France
45 Accenture 7,710 -3% US
46 eBay 7,350 -8% US
47 Siemens 7,308 -8% Germany
48 Heinz 7,244 9% US
49 Ford 7,005 -11% US
50 Zara 6,789 14% Spain
51 Wrigley 6,731 10% US
52 Colgate 6,550 2% US
53 AXA 6,525 -7% France
54 MTV 6,523 -9% US
55 Volkswagen 6,484 -8% Germany
56 Xerox 6,431 1% US
57 Morgan Stanley 6,399 -26% US
58 Nestle 6,319 13% Switzerland
59 Chanel 6,040 -5% France
60 Danone 5,960 10% France
61 KFC 5,722 3% US
62 Adidas 5,397 6% Germany
63 Blackberry 5,138 7% Canada
64 Yahoo! 5,111 -7% US
65 Audi 5,010 -7% Germany
66 Caterpillar 5,004 -5% US
67 Avon 4,917 -7% US
68 Rolex 4,609 -7% Switzerland
69 Hyundai 4,604 -5% S. Korea
70 Hermes 4,598 1% France
71 Kleenex 4,404 -5% US
72 UBS 4,370 -50% Switzerland
73 Harley-Davidson 4,337 -43% US
74 Porsche 4,234 -8% Germany
75 Panasonic 4,225 -1% Japan
76 Tiffany & Co. 4,000 -5% US
77 Cartier 3,968 -6% France
78 Gap 3,922 -10% US
79 Pizza Hut 3,876 -5% US
80 Johnson&Johnson 3,847 7% US
81 Allianz 3,831 -5% Germany
82 Moet & Chandon 3,754 -5% France
83 BP 3,716 -5% Britain
84 Smirnoff 3,698 3% Britain
85 Duracell 3,563 -3% US
86 Nivea 3,557 5% Germany
87 Prada 3,530 -2% Italy
88 Ferrari 3,527 0% Italy
89 Armani 3,303 -6% Italy
90 Starbucks 3,263 -16% US
91 Lancome 3,235 N/A France
92 Shell 3,228 -7% Netherlands
93 Burger King 3,223 N/A US
94 Visa 3,170 -5% US
95 Adobe 3,161 N/A US
96 Lexus 3,158 -12% Japan
97 Puma 3,154 N/A Germany
98 Burberry 3,095 N/A Britain
99 PoloRalphLauren 3,094 N/A US
100 Campbell's 3,081 N/A US
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