NEW YORK, Sept. 17 /PRNewswire/ -- 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 http://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 http://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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