| 2008 Rank | 2007 Rank | Brand | Country of Origin | Sector | 2008 Brand Value ($m) | Change in Brand Value |
|---|
| 1 | 1 |  | United States | Beverages | 66,667 | 2% |  |
| | Coca-Cola has once again retained its status as the world’s most valuable brand. Proving that it still has a few tricks up its sleeve, current trends toward healthier diets have seen Coke shift focus to better-for-you drinks in the last year, with the launch of products like the vitamin and mineral enriched Diet Coke Plus and the continued push behind Coke Zero, which is now available in more than 80 countries. Coke has also worked hard to engage consumers, with innovative online campaigns such as “Design Your Own” that invited people to design their own Coke containers and share them with the world.
| 2008 |  | 66,667 |  | | 2007 | | 65,324 | | | 2006 | | 67,000 | | | 2005 | | 67,525 | | | 2004 | | 67,394 | | | 2003 | | 70,453 | | | 2002 | | 69,637 | | | 2001 | | 68,945 | |
|
| 2 | 3 |  | United States | Computer Services | 59,031 | 3% | |
| | Big Blue’s transformation from PC vendor to solutions provider continues. Recognizing that we live in an increasingly connected world, IBM has positioned itself as the partner of choice for businesses that operate across borders. This position has been solidified through a number of smart strategic acquisitions in recent years. Lenovo’s announcement to remove the IBM brand from the ThinkPad range earlier than planned will create more distance between the IBM name and PCs in customers’ minds, which in turn will clarify what the new IBM is really all about.
| 2008 | | 59,031 | | | 2007 | | 57,090 | | | 2006 | | 56,201 | | | 2005 | | 53,376 | | | 2004 | | 53,791 | | | 2003 | | 51,767 | | | 2002 | | 51,188 | | | 2001 | | 52,752 | |
|
| 3 | 2 |  | United States | Computer Software | 59,007 | 1% | |
| | Despite maintaining its position as one of the world’s biggest brands, Microsoft has had a slightly rocky year. The
new operating system, Vista, was poorly received, not least of all by Intel, which refused to install it on its machines due to compatibility issues. The failed takeover of Yahoo! and Bill Gates’ decreasing role piled further pressure on a brand already struggling to articulate how its offering fits together. Looking ahead, the company is hoping a diversification from software into the broader online and entertainment arenas, coupled with a US$300 million advertising campaign starring Jerry Seinfeld, will breathe new life into the brand and pave the way for a brighter future.
| 2008 | | 59,007 | | | 2007 | | 58,709 | | | 2006 | | 56,926 | | | 2005 | | 59,941 | | | 2004 | | 61,372 | | | 2003 | | 65,174 | | | 2002 | | 64,091 | | | 2001 | | 65,068 | |
|
| 4 | 4 |  | United States | Diversified | 53,086 | 3% | |
| | Few companies are in as strong a position to push the green agenda as GE. Its Ecomagination program has been incredibly successful in raising sustainability awareness and has reflected positively on the brand.
As GE continues to expand internationally it has a unique opportunity to shape the way that businesses all over the world approach sustainability and in doing so, can cement its green credentials.
| 2008 | | 53,086 | | | 2007 | | 51,569 | | | 2006 | | 48,907 | | | 2005 | | 46,996 | | | 2004 | | 44,111 | | | 2003 | | 42,340 | | | 2002 | | 41,311 | | | 2001 | | 42,396 | |
|
| 5 | 5 |  | Finland | Consumer Electronics | 35,942 | 7% | |
| | Despite increased competition from the likes of Apple, Nokia has solidified its position as the #1 mobile phone brand, increasing its global market share to 38%. The iPhone and the Blackberry have certainly raised consumer expectations of what devices can do, but Nokia has not stood still. It recently launched the E61 in direct response to the Blackberry and is currently developing the “Nokia Tube”, an eagerly awaited touch screen device that will see it compete head-to-head with the iPhone. It’s this spirit of constant innovation, coupled with an innate ability to segment its customers (be it on an attitudinal, geographical or demographic basis) that’s added to Nokia’s brand value this year.
| 2008 | | 35,942 | | | 2007 | | 33,696 | | | 2006 | | 30,131 | | | 2005 | | 26,452 | | | 2004 | | 24,041 | | | 2003 | | 29,440 | | | 2002 | | 29,970 | | | 2001 | | 35,035 | |
|
| 6 | 6 |  | Japan | Automotive | 34,050 | 6% | |
| | Toyota continues to benefit from the "green halo effect" of the Prius, which is still widely talked about in the media. Like its sister brand Lexus, Toyota has managed to control the perception of its national heritage where helpful, but also ply its trade as a truly
global brand.
| 2008 | | 34,050 | | | 2007 | | 32,070 | | | 2006 | | 27,941 | | | 2005 | | 24,837 | | | 2004 | | 22,673 | | | 2003 | | 20,784 | | | 2002 | | 19,448 | | | 2001 | | 18,578 | |
|
| 7 | 7 |  | United States | Computer Hardware | 31,261 | 1% | |
| | Having just announced its most profitable quarter ever, Intel is reaping the benefits of continued innovation and a partnership with Apple that has seen it get inside some of the most desirable computers of the moment. Going forward the brand
will shift half of its advertising budget to
the Internet channel to better target technology-savvy consumers who are spending more and more time online.
| 2008 | | 31,261 | | | 2007 | | 30,954 | | | 2006 | | 32,319 | | | 2005 | | 35,588 | | | 2004 | | 33,499 | | | 2003 | | 31,112 | | | 2002 | | 30,861 | | | 2001 | | 34,665 | |
|
| 8 | 8 |  | United States | Restaurants | 31,049 | 6% | |
| | McDonald’s has never been a brand to sit still and its ability to adapt to consumer needs is almost as fast as its food. McDonald’s has been addressing the healthy eating issues that have dogged it in the past. Its french fries are now trans-fat free, and its offering of healthier meal options keeps increasing. Looking ahead, the chain aims to become the #1 destination for chicken and to significantly boost its coffee credentials by introducing 14,000 coffee bars at its US outlets. With specialist baristas serving cappuccinos and lattes at a time when consumers are less willing to fork out for a pricey Starbucks, it’s a shrewd move. Further afield, aggressive expansion in emerging markets will see 120 restaurants open in China and an innovative series of smaller kiosks sprout up in India.
| 2008 | | 31,049 | | | 2007 | | 29,398 | | | 2006 | | 27,501 | | | 2005 | | 26,014 | | | 2004 | | 25,001 | | | 2003 | | 24,699 | | | 2002 | | 26,375 | | | 2001 | | 25,289 | |
|
| 9 | 9 |  | United States | Media | 29,251 | 0% | |
| | The magic has stalled somewhat for Disney, with the brand taking a bit of a back seat to those it partners, and its core target becoming more distant from the Disney brand as a result. Still, the phenomenon of High School Musical and its spin-offs is keeping the tills singing around the world, and it’s also bearing rich fruit from its partnership with Pixar. As consumers upgrade to high-definition TV, Disney should see strong sales of its back-catalogue, offsetting the decline in profitability of theatrical releases. To really advance the brand, it needs to make big inroads with emerging markets, adapting its product to win over a whole new generation of families from different cultures.
| 2008 | | 29,251 | unchanged | | 2007 | | 29,210 | | | 2006 | | 27,848 | | | 2005 | | 26,441 | | | 2004 | | 27,113 | | | 2003 | | 28,036 | | | 2002 | | 29,256 | | | 2001 | | 32,591 | |
|
| 10 | 20 |  | United States | Internet Services | 25,590 | 43% | |
| | Google is the undisputed king of the internet world and the last year has seen it gain even more ground against rivals. Innovations like Google Mobile, Google Docs & Spreadsheets and Google Book Search extend the brand’s reach and ubiquity and make it an increasingly important part of our everyday lives. Yet these projects wouldn’t be possible without its core business – 99% of its revenues come from advertising on its search result pages. Google’s meteoric rise from small start-up to corporate behemoth is not without its critics. As it becomes more powerful, the brand is forced to constantly tiptoe around the ever changing landscape of privacy and copyright laws. Google is increasingly tested by its unofficial corporate motto: “Don’t be evil.”
| 2008 | | 25,590 | | | 2007 | | 17,837 | | | 2006 | | 12,376 | | | 2005 | | 8,461 | |
|
| 11 | 10 |  | Germany | Automotive | 25,577 | 9% | |
| | The Mercedes-Benz E320 BLUETEC diesel was voted 2007 World Green Car by automotive journalists from 22 countries, endorsing the company’s environmental credentials. It has also benefited from increased demand for luxury cars in emerging markets. The brand recently launched a new visual identity and slogan (“The Star always shines from above”). Mercedes appear to be striking a powerful balance between tradition and forward thinking.
| 2008 | | 25,577 | | | 2007 | | 23,568 | | | 2006 | | 21,795 | | | 2005 | | 20,006 | | | 2004 | | 21,331 | | | 2003 | | 21,371 | | | 2002 | | 21,010 | | | 2001 | | 21,728 | |
|
| 12 | 12 |  | United States | Computer Hardware | 23,509 | 6% | |
| | By putting the consumer at the heart of product design, HP has received favorable coverage in all the right places. Never one to go down without a fight, the brand has made a concerted effort to boost the design credentials of its products, with a single design philosophy across the board. By creating a unified look and feel, along with consistent and intuitive interactivity, HP is creating a distinctive presence in the marketplace that will help it compete with its rivals.
| 2008 | | 23,509 | | | 2007 | | 22,197 | | | 2006 | | 20,458 | | | 2005 | | 18,866 | | | 2004 | | 20,978 | | | 2003 | | 19,860 | | | 2002 | | 16,776 | | | 2001 | | 17,983 | |
|
| 13 | 13 |  | Germany | Automotive | 23,298 | 8% | |
| | BMW reacted to the increased demand for cleaner cars that are cheaper to run by investing in fuel-efficient engines like its EfficientDynamics system. Currently, 40% of all cars sold have diesel engines. The brand is presenting efficiency as its future, with the proviso that driving pleasure won’t be compromised. Increased demand for luxury in emerging markets and well-built cars that hold their value has played into BMW’s hands. Look out for an emission-free small car in the near future.
| 2008 | | 23,298 | | | 2007 | | 21,612 | | | 2006 | | 19,617 | | | 2005 | | 17,126 | | | 2004 | | 15,886 | | | 2003 | | 15,106 | | | 2002 | | 14,425 | | | 2001 | | 13,858 | |
|
| 14 | 16 |  | United States | Personal Care | 22,689 | 8% | |
| | Gillette has maintained its high-profile with the US sponsorship of Major League Baseball and the Gillette Champions Program, a strong promotional initiative uniting three major sporting heroes. Continued expansion of the Fusion range into new markets during 2007 drove sales and helped solidify the leadership position of Gillette in the razors and blades market globally. New lines have helped it consolidate its positioning as “the best for men,” while the Venus razor has helped it gain big in the female side of the business, too.
| 2008 | | 22,689 | | | 2007 | | 20,415 | | | 2006 | | 19,579 | | | 2005 | | 17,534 | | | 2004 | | 16,723 | | | 2003 | | 15,978 | | | 2002 | | 14,959 | | | 2001 | | 15,298 | |
|
| 15 | 15 |  | United States | Financial Services | 21,940 | 5% | |
| | The changing market conditions in the industry have helped AmEx. While the competition are busy focusing on internal business issues, AmEx is free to expand market leadership and reorganize its corporate structure to better service customers. It increased its marketing and card-member spend by 20% from the year before, and launched new initiatives like the Plum card in the US. The brand furthered its aspirational status by investing in big celebrity advertising campaigns in the US and by forming some premium co-brand partnerships in Europe, such as with Harrods and BMW.
| 2008 | | 21,940 | | | 2007 | | 20,827 | | | 2006 | | 19,641 | | | 2005 | | 18,559 | | | 2004 | | 17,683 | | | 2003 | | 16,833 | | | 2002 | | 16,287 | | | 2001 | | 16,919 | |
|
| 16 | 17 |  | France | Luxury | 21,602 | 6% | |
| | Louis Vuitton continues to grow in all regions and behave quite unlike most other luxury brands. For the first time, it advertised on television with a travel-themed 90-second spot that was shot in France, Spain, India, and Japan. An aggressive expansion plan has seen 22 new stores open, including three in new markets, and the brand has enjoyed significant growth in its ready-to-wear footwear, watches, and accessories collections.
| 2008 | | 21,602 | | | 2007 | | 20,321 | | | 2006 | | 17,606 | | | 2005 | | 16,077 | | | 2004 | | 6,602 | | | 2003 | | 6,708 | | | 2002 | | 7,054 | | | 2001 | | 7,053 | |
|
| 17 | 18 |  | United States | Computer Services | 21,306 | 12% | |
| | Cisco has invested heavily in understanding what businesses and consumers need and the investment is starting to pay dividends, taking the brand from strength to strength. The business is positioning itself well for the Web 2.0 revolution and is developing tools to enable businesses to create stronger bonds with their customers. The acquisition of Pure Networks in July 2008 will also help to strengthen Ciscs networking credentials
on the software side.
| 2008 | | 21,306 | | | 2007 | | 19,099 | | | 2006 | | 17,532 | | | 2005 | | 16,592 | | | 2004 | | 15,948 | | | 2003 | | 15,789 | | | 2002 | | 16,222 | | | 2001 | | 17,209 | |
|
| 18 | 14 |  | United States | Tobacco | 21,300 | 0% | |
| | With its hands becoming increasingly tied in western countries in the way it can market its products, Marlboro is focusing on emerging markets to increase its market share and position itself as leader to stem the growth of rivals. The brand will always be plagued by health concerns, but the successful introduction of Marlboro Suns, a smokeless tobacco product, and Marlboro Filter Plus, featuring extended filters, shows it’s working to reduce the negative health impacts of its range. Ultimately, the brand may well face decline as a more connected world means that emerging markets may change their cultural views on the effects of smoking quicker than expected.
| 2008 | | 21,300 | unchanged | | 2007 | | 21,282 | | | 2006 | | 21,350 | | | 2005 | | 21,189 | | | 2004 | | 22,128 | | | 2003 | | 22,183 | | | 2002 | | 24,151 | | | 2001 | | 22,053 | |
|
| 19 | 11 |  | United States | Financial Services | 20,174 | -14% | |
| | It’s no surprise that the US credit crunch has left a dent in the brand value of most financial services brands, but Citi is one of the worst affected. Negative news continues to plague the brand more than a year after the credit crisis began. It has been one of the more high-profile sufferers, being forced to announce eye-watering losses and cut thousands of jobs. New CEO, Vikram Pandit, has taken bold steps to refocus the business on its core areas, which has resulted in the closure of many unprofitable branches and the sell-off of some global operations.
| 2008 | | 20,174 |  | | 2007 | | 23,442 | | | 2006 | | 21,458 | | | 2005 | | 19,967 | | | 2004 | | 19,971 | | | 2003 | | 18,571 | | | 2002 | | 18,066 | | | 2001 | | 19,005 | |
|
| 20 | 19 |  | Japan | Automotive | 19,079 | 6% | |
| | Honda has a genuine stance on sustainability, having introduced environmentally friendly cars early on. Its F1 team is, somewhat paradoxically, a showcase for its corporate citizenship program, Earthdreams. But it has failed to leverage these credentials as successfully as Toyota has in the media. Inventive marketing, such as the triumphant live parachute jump advertising, has contributed to the goodwill people feel towards the brand.
| 2008 | | 19,079 | | | 2007 | | 17,998 | | | 2006 | | 17,049 | | | 2005 | | 15,788 | | | 2004 | | 14,874 | | | 2003 | | 15,625 | | | 2002 | | 15,064 | | | 2001 | | 14,638 | |
|
| 21 | 21 |  | Republic of Korea | Consumer Electronics | 17,689 | 5% | |
| | Samsung has recently overtaken Sony as the world’s biggest producer of televisions. Its philosophy of bringing people the latest technology at a fair price has quickly made it a firm consumer favorite, while its phones are now second only to Nokia. Looking ahead, the brand realizes the importance of having stronger representation at the point of sale, so it will open more Samsung retail outlets to deliver the full brand experience.
| 2008 | | 17,689 | | | 2007 | | 16,853 | | | 2006 | | 16,169 | | | 2005 | | 14,956 | | | 2004 | | 12,553 | | | 2003 | | 10,846 | | | 2002 | | 8,310 | | | 2001 | | 6,374 | |
|
| 22 | New |  | Sweden | Apparel | 13,840 | New | |
| | Posting strong sales in difficult conditions, the inexpensive, trend-conscious Swedish brand continues to grow into an industry leader. It is aggressively pursuing geographic expansion, specifically targeting China, Russia, the Middle East, and Egypt. It has tapped into celebrity culture with collections from Madonna, Kylie Minogue and Roberto Cavalli expanding the fan base of the brand and legitimizing its status on a world stage. Innovative channels for connecting with the consumer, such as MySpace and the Sims2 computer game, increase the frequency and depth of engagement.
| 2008 | | 13,840 | new |
|
| 23 | 27 |  | United States | Computer Software | 13,831 | 11% | |
| | Through strategic acquisitions, including that of Bridgestream Inc, Moniforce and, most significantly, BEA Systems, Oracle has established itself as a leader in middleware (software that connects components across networks). Its extended reach and offering bring customers an all-in-one service.
| 2008 | | 13,831 | | | 2007 | | 12,448 | | | 2006 | | 11,459 | | | 2005 | | 10,887 | | | 2004 | | 10,935 | | | 2003 | | 11,263 | | | 2002 | | 11,510 | | | 2001 | | 12,224 | |
|
| 24 | 33 |  | United States | Computer Hardware | 13,724 | 24% | |
| | Can anything slow the ascent of Apple? Its ability to identify new customer needs and deliver products of beautiful simplicity and desirability continue to put
it in a league of its own. The latest iPods, iPhone and MacBook Air strike the perfect balance between coolness and mass appeal, while the in-store Apple Genius bars shift consumer expectations of what after sales service should be. Add to that the improved company stance on sustainability and Mr. Jobs and co. really do seem to be ticking all the boxes right now.
| 2008 | | 13,724 | | | 2007 | | 11,037 | | | 2006 | | 9,130 | | | 2005 | | 7,985 | | | 2004 | | 6,871 | | | 2003 | | 5,554 | | | 2002 | | 5,316 | | | 2001 | | 5,464 | |
|
| 25 | 25 |  | Japan | Consumer Electronics | 13,583 | 5% | |
| | Despite fierce global competition in the category, Sony has had a great year, thanks to the continued success of flagship brands, including Bravia, Vaio and Cyber-Shot, while the lower price of the PS3 has finally convinced consumers to bite. Sony also won the Blu-Ray versus HD DVD war, standing the brand in good stead for a future share of the high-definition market. Sony clearly understands the opportunities afforded by increased technology convergence. It unveiled a strategy to deliver movie, TV and gaming content through the PS3 and its Bravia TVs, while in the process, making the most of its vast entertainment assets in Sony BMG Music and Sony Pictures. By 2011, it plans to make 90% of its products network enabled.
| 2008 | | 13,583 | | | 2007 | | 12,907 | | | 2006 | | 11,695 | | | 2005 | | 10,754 | | | 2004 | | 12,759 | | | 2003 | | 13,153 | | | 2002 | | 13,899 | | | 2001 | | 15,005 | |
|
| 26 | 26 |  | United States | Beverages | 13,249 | 3% | |
| | Pepsi is fighting hard. Its online activity, content, and promotions are broad and interactive, but focused on a young market with an emphasis on sports promotions and pop music. Like Coke, it has given consumers a chance to personalize their own cans. It has even encroached on sacred territory by coloring its cans red in support of “Team China” in the year leading up to the 2008 Olympic Games. Pepsi’s environmental stance is also increasingly visible. It launched the “Have We Met Before” campaign, in which it printed messages and facts on cans to educate customers on the benefits of recycling and, in March 2008, it opened the first 100% green sports arena in the US. The recent, restricted launch of Pepsi Raw in the UK is the first new product in more than ten years. It’s made from all-natural ingredients and contains no artificial preservatives, colors, flavorings or sweeteners. It’s a compelling but tentative step into the healthier-drinks market.
| 2008 | | 13,249 | | | 2007 | | 12,888 | | | 2006 | | 12,690 | | | 2005 | | 12,399 | | | 2004 | | 12,066 | | | 2003 | | 11,777 | | | 2002 | | 6,394 | | | 2001 | | 6,214 | |
|
| 27 | 23 |  | United Kingdom | Financial Services | 13,143 | -3% | |
| | Despite losing billions in the US market and being one of the fist major banks to suffer the effects of the US sub-prime lending crisis, HSBC has seen strong international growth, with a number of acquisitions under its belt and an increasing presence in Asia helping to stabilize the brand.
| 2008 | | 13,143 | | | 2007 | | 13,563 | | | 2006 | | 11,622 | | | 2005 | | 10,429 | | | 2004 | | 8,671 | | | 2003 | | 7,565 | |
|
| 28 | 24 |  | Switzerland | Beverages | 13,056 | 1% | |
| | Nescafe has benefitted from the increase in demand for premium coffees, with its “Connoisseur Coffee” range and café style coffees performing particularly well. It has taken on the role of educating the public on the health benefits of coffee and is beginning to engage and expand its customer base with online media.
| 2008 | | 13,056 | | | 2007 | | 12,950 | | | 2006 | | 12,507 | | | 2005 | | 12,241 | | | 2004 | | 11,892 | | | 2003 | | 12,336 | | | 2002 | | 12,843 | | | 2001 | | 13,250 | |
|
| 29 | 29 |  | United States | Sporting Goods | 12,672 | 6% | |
| | Despite increased competition from Adidas, Nike remains the world’s #1 sports brand. Smart partnerships are never far away from Nike. It teamed up with Apple to launch an innovative MP3 player/sneaker for runners and it’s making further inroads with emerging markets – helped, no doubt, by its sponsorship of China in the Beijing Olympics. Along with the successful launch of women’s innerware, Nike has been expanding its direct-to-consumer business, which it believes will continue to grow. Also online, the brand launched interactive consumer concepts like Nike ID and Nike + , creating an online buzz about the brand and new ways for fans to interact with it.
| 2008 | | 12,672 | | | 2007 | | 12,003 | | | 2006 | | 10,897 | | | 2005 | | 10,114 | | | 2004 | | 9,260 | | | 2003 | | 8,167 | | | 2002 | | 7,724 | | | 2001 | | 7,589 | |
|
| 30 | 28 |  | United States | Transportation | 12,621 | 5% | |
| | Responding to the downturn in the US economy, UPS expanded its online, supply chain, and freight services. International markets are playing an increased role, with UPS focusing on building strategic assets in China and India. The most profitable company in its sector, it is continuing to gain ground through aggressive marketing such as sponsorship of the Beijing Olympics and some major US ad campaigns.
| 2008 | | 12,621 | | | 2007 | | 12,013 | | | 2006 | | 10,712 | | | 2005 | | 9,923 | |
|
| 31 | 34 |  | Germany | Computer Software | 12,228 | 13% | |
| | SAP has continued to broaden its offering through key acquisitions, most notably that of Business Objects. The “Best Run Businesses” campaign has been successful in increasing the familiarity of the brand to different audiences, including small- and medium-sized businesses, which remain a strategic focus. This effort helps position SAP as more than just a software brand and paves the way for diversification further down the line.
| 2008 | | 12,228 | | | 2007 | | 10,850 | | | 2006 | | 10,007 | | | 2005 | | 9,006 | | | 2004 | | 8,323 | | | 2003 | | 7,714 | | | 2002 | | 6,775 | | | 2001 | | 6,307 | |
|
| 32 | 31 |  | United States | Computer Hardware | 11,695 | 1% | |
| | Despite sustained growth, Dell’s direct sales strategy has been suffering. The increasing importance of design and aesthetic appeal in personal computing means there’s been a greater shift to in-store purchase, where customers can see, feel and try things out before buying. This has changed the way Dell sells computers. In January 2008, it closed 140 retail kiosks that were, in effect, posh PR vehicles that didn’t sell products. To get PCs in front of people, Dell has partnered big retail brands like Walmart in the US, Bic Camera in Japan, and Carphone Warehouse in the UK, which has offered great exposure, but has limited the control Dell has over the way its products are presented and explained.
| 2008 | | 11,695 | | | 2007 | | 11,554 | | | 2006 | | 12,256 | | | 2005 | | 13,231 | | | 2004 | | 11,500 | | | 2003 | | 10,367 | | | 2002 | | 9,237 | | | 2001 | | 8,269 | |
|
| 33 | 30 |  | United States | Alcohol | 11,438 | -2% | |
| | While still the beer of choice in the US, the King of Beers needs to ensure its personality to drinkers shines through
in other countries if it’s to keep its crown. Non-beer alternatives have gained popularity in recent years, broadening consumer tastes. Following its recent takeover by InBev, the Budweiser brand should prosper given
its flagship role within such a large international portfolio and the access it will gain to new markets.
| 2008 | | 11,438 | | | 2007 | | 11,652 | | | 2006 | | 11,662 | | | 2005 | | 11,878 | | | 2004 | | 11,846 | | | 2003 | | 11,894 | | | 2002 | | 11,349 | | | 2001 | | 10,838 | |
|
| 34 | 22 |  | United States | Financial Services | 11,399 | -21% | |
| | Merrill Lynch is in the unenviable position of being among the worst hit by the credit-crisis. Without a retail side to their business to help support and balance the business, they’ve been left struggling with the reality of colossal losses. A brand which has traditionally thrived on a reputation for not being a risk taker, has seen its involvement in packaging sub-prime US homeowner securities spectacularly backfire.
| 2008 | | 11,399 | | | 2007 | | 14,343 | | | 2006 | | 13,001 | | | 2005 | | 12,018 | | | 2004 | | 11,499 | | | 2003 | | 10,521 | | | 2002 | | 11,230 | | | 2001 | | 15,015 | |
|
| 35 | 38 |  | Sweden | Home Furnishings | 10,913 | 8% | |
| | Ikea continues to focus on global expansion with new stores opening in 11 countries. One of the most stable brands in the world, its products are consistently innovative, stylish, and a great value – an unbeatable mix in times like these. Hoping to appeal to a new demographic of young people and to expand its brand recognition in new markets, Ikea reached a deal with Electronic Arts to create a special ad-on pack for the popular Sims 2 computer game featuring a wide range of Ikea products to decorate people’s virtual homes.
| 2008 | | 10,913 | | | 2007 | | 10,087 | | | 2006 | | 8,763 | | | 2005 | | 7,817 | | | 2004 | | 7,182 | | | 2003 | | 6,918 | | | 2002 | | 6,545 | | | 2001 | | 6,005 | |
|
| 36 | 36 |  | Japan | Computer Hardware | 10,876 | 3% | |
| | Traditionally known as a consumer brand, Canon is not as well positioned as some of its rivals to make a real impact on the business-to-business market despite attempts to refocus its activity. Advances in mobile phone technology continue to threaten sales of digital cameras, as consumers are increasingly happy to
capture and send pictures via their phones. Canon has done well within the environmental agenda, launching an innovative calculator partly made from recycled Canon photocopiers. It has also demonstrated good growth potential in emerging markets. In India, Canon is opening stores targeting both businesses and consumers and marketing aggressively to reposition Canon as a lifestyle brand.
| 2008 | | 10,876 | | | 2007 | | 10,581 | | | 2006 | | 9,968 | | | 2005 | | 9,044 | | | 2004 | | 8,055 | | | 2003 | | 7,192 | | | 2002 | | 6,721 | | | 2001 | | 6,580 | |
|
| 37 | 32 |  | United States | Financial Services | 10,773 | -6% | |
| | Despite having an innovative and more diversified business than many of its direct competitors, JP Morgan has still suffered at the hands of the US credit crunch. Along with a fall in overall performance, earnings per share fell 49%. Compared to the competitors, however, JPMorgan was not viewed as carrying as much risk and therefore did not suffer as much damage
to its reputation.
| 2008 | | 10,773 | | | 2007 | | 11,433 | | | 2006 | | 10,205 | | | 2005 | | 9,455 | | | 2004 | | 9,782 | | | 2003 | | 9,120 | | | 2002 | | 9,693 | |
|
| 38 | 35 |  | United States | Financial Services | 10,331 | -3% | |
| | Even Goldman Sachs proved vulnerable to the economic turmoil in the US, especially in credit markets. Its shares were down a significant percentage from the previous year and it was forced to write off over $2 billion. Yet, the firm’s ability to manage its risks and still have time for philanthropy has kept it in people’s good books. Despite a fall, it has done better than many of its rivals and has actually strengthened its brand in relative terms.
| 2008 | | 10,331 | | | 2007 | | 10,663 | | | 2006 | | 9,640 | | | 2005 | | 8,495 | | | 2004 | | 7,954 | | | 2003 | | 7,039 | | | 2002 | | 7,194 | | | 2001 | | 7,862 | |
|
| 39 | 40 |  | United States | Food | 9,710 | 4% | |
| | The Kellogg’s brand continues to thrive, both in the US and overseas. The greater public awareness of healthy eating has put pressure on some of its higher salt and sugar content products, and the way its children’s products are marketed. This has been cleverly offset by a big push behind the benefits of its more healthy brands, such as Special K. Kellogg’s has vowed to reformulate many of its flagship brands to healthier recipes and meet self-imposed health standards over the next year and a half. Its healthy agenda was also supported by its purchase of Bear Naked – the second-biggest maker of granola behind Quakers in the US – a brand bursting with health benefits.
| 2008 | | 9,710 | | | 2007 | | 9,341 | | | 2006 | | 8,776 | | | 2005 | | 8,306 | | | 2004 | | 8,029 | | | 2003 | | 7,438 | | | 2002 | | 7,191 | | | 2001 | | 7,005 | |
|
| 40 | 44 |  | Japan | Consumer Electronics | 8,772 | 13% | |
| | In just a few short months, Nintendo pulled off something the gaming industry had been struggling to do for years – widen the market. With the phenomenal success of the Wii and DS consoles, Nintendo has fuelled the acceptance of video games as a form of entertainment for all age groups and genders, giving the games console a legitimate place in the living room and people’s hearts. Innovation continues to drive the brand as new concepts, such as Wii Fit and the Brain Training series, push the boundaries of what video games can be and the ways in which people can engage with them.
| 2008 | | 8,772 | | | 2007 | | 7,730 | | | 2006 | | 6,559 | | | 2005 | | 6,470 | | | 2004 | | 6,479 | | | 2003 | | 8,190 | | | 2002 | | 9,219 | | | 2001 | | 9,460 | |
|
| 41 | 39 |  | Switzerland | Financial Services | 8,740 | -11% | |
| | Overall, UBS was one of the brands hit the hardest by the credit crisis. It suffered massive losses on sizeable trading positions in the US and was hurt by the sudden collapse in the US mortgage securitization market. Disagreements on the inside fuelled a new lack of confidence that has damaged a brand that had always been known for its prudence. Litigation cases in the US have also contributed to reputational damage. Against this backdrop, expansion outside the US remained steady, but unspectacular, and UBS still has an over-reliance on partnerships.
| 2008 | | 8,740 | | | 2007 | | 9,838 | | | 2006 | | 8,734 | | | 2005 | | 7,565 | | | 2004 | | 6,526 | |
|
| 42 | 37 |  | United States | Financial Services | 8,696 | -16% | |
| | Morgan Stanley lost a lot of ground this year and will need to work hard to reclaim its position. Like many of its competitors, the bank has been involved in a class-action suit with shareholders outraged by its delay in disclosing the level of its exposure to mortgage-backed-securities in the US. Economic crisis aside, the brand is attempting to re-build trust by focusing on its illustrious heritage.
| 2008 | | 8,696 | | | 2007 | | 10,340 | | | 2006 | | 9,762 | | | 2005 | | 9,777 | | | 2004 | | 11,498 | | | 2003 | | 10,691 | | | 2002 | | 11,205 | |
|
| 43 | 42 |  | Netherlands | Diversified | 8,325 | 8% | |
| | Philips has always been well-regarded in the electronics field and is
leading the way when it comes to sustainability. It was awarded the Stars of Energy prize in 2008 in recognition of its work in energy preservation. The brand’s products are becoming increasingly diversified and, after recognizing healthcare as a key growth area, it has an innovative range of health diagnostic products at various stages of development.
| 2008 | | 8,325 | | | 2007 | | 7,741 | | | 2006 | | 6,730 | | | 2005 | | 5,901 | | | 2004 | | 4,378 | | | 2003 | | 4,464 | | | 2002 | | 4,561 | | | 2001 | | 4,900 | |
|
| 44 | New |  | Canada | Media | 8,313 | New | |
| | The highly publicized merger and rebranding of Thomson Reuters has created one of the strongest players in the industry, with a big presence in high-growth regions such as India, China and the Middle East. It will take time for the brand to reach its true potential as the group restructures to become more efficient but, with exciting new services for mobile devices and increasingly intelligent data management, Thomson Reuters is shaping up to be one to watch.
| 2008 | | 8,313 | new |
|
| 45 | 46 |  | Italy | Luxury | 8,254 | 7% | |
| | One of the world’s most coveted luxury brands, Gucci can’t afford to rest on its laurels. With an increased brand communication budget of 41.5% over last year, the brand has capitalized on its lead positioning of creativity, quality, and the kudos of being “Made in Italy.” With a retail network it directly owns and operates, Gucci has a firm grip on both its brand and the revenues it generates, something that
will provide an advantage as it enters into emerging markets such as India.
| 2008 | | 8,254 | | | 2007 | | 7,697 | | | 2006 | | 7,158 | | | 2005 | | 6,619 | | | 2004 | | 4,715 | | | 2003 | | 5,100 | | | 2002 | | 5,304 | | | 2001 | | 5,363 | |
|
| 46 | 48 |  | United States | Internet Services | 7,991 | 7% | |
| | eBay has historically dominated the world of online auctions but there appear to be changes afoot. Recognizing that customers (both buyers and sellers) increasingly want to be able to trade without necessarily entering into an auction, eBay is encouraging fixed-price listings by making changes to its fee structure. This demonstrates responsiveness and a willingness to flex its business model to meet changing needs. However, the move also represents a shift away from its auction roots and makes its offering more closely resemble that of Amazon. International expansion has been good, though eBay is still struggling with the format in China and Japan, being forced to team up with partners with a better understanding of the local markets. Meanwhile, on home turf, its eBay Motors site is gaining momentum, thanks to a big promotional push.
| 2008 | | 7,991 | | | 2007 | | 7,456 | | | 2006 | | 6,755 | | | 2005 | | 5,701 | | | 2004 | | 4,700 | |
|
| 47 | 50 |  | United States | Computer Services | 7,948 | 9% | |
| | As the world’s largest business processing outsourcer, Accenture has benefited from its solid track record of efficiency as businesses are now more cautious about how they spend. The brand is still benefiting from the halo effect of Tiger Woods, its celebrity sponsor, who reinforces the message that Accenture understands what it takes to be “high-performance.”
| 2008 | | 7,948 | | | 2007 | | 7,296 | | | 2006 | | 6,728 | | | 2005 | | 6,142 | | | 2004 | | 5,772 | | | 2003 | | 5,301 | | | 2002 | | 5,182 | |
|
| 48 | 43 |  | Germany | Diversified | 7,943 | 3% | |
| | Siemens has led the charge in reaching consumers in emerging markets. With increased investments in infrastructure and services aimed at an older demographic, it has increased demand for its services in some interesting places. An investment in sustainable technologies and energy solutions, along with a willingness to be a spokesman on the subject, is helping frame the brand in a progressive light. However, a lack of strong brand communications, coupled with reputational damage following a recent corruption scandal have limited brand value growth.
| 2008 | | 7,943 | | | 2007 | | 7,737 | | | 2006 | | 7,828 | | | 2005 | | 7,507 | | | 2004 | | 7,470 | | | 2001 | | 1,029 | |
|
| 49 | 41 |  | United States | Automotive | 7,896 | -12% | |
| | Despite recent changes to the product portfolio, Ford has struggled to convince consumers that it does more than just produce big cars with big engines. This is a problem of momentum – having invested heavily in owning the big-truck space in the past, it’s taking time to shift its image. This isn’t helped by negative media coverage on the company’s performance, undermining confidence in the brand with internal
and external audiences. Ford has started
the change process and is producing
smaller vehicles in the US, but needs to communicate with customers and employees to re-establish its reputation.
| 2008 | | 7,896 | | | 2007 | | 8,982 | | | 2006 | | 11,056 | | | 2005 | | 13,159 | | | 2004 | | 14,475 | | | 2003 | | 17,066 | | | 2002 | | 20,403 | | | 2001 | | 30,092 | |
|
| 50 | 45 |  | United States | Automotive | 7,609 | -1% | |
| | Despite its rich heritage and cult following, Harley-Davidson saw a 9% fall in revenues in the US, suggesting it is struggling to stay relevant with its home audience. Things look rosier overseas where it grew sales by 40% by focusing on non-core audiences, such as women and younger adults, particularly in Asia. The brand has enjoyed real equity in the past, but it needs to find new ways to engage consumers to make sure the same is true of its future.
| 2008 | | 7,609 | | | 2007 | | 7,718 | | | 2006 | | 7,739 | | | 2005 | | 7,346 | | | 2004 | | 7,057 | | | 2003 | | 6,775 | | | 2002 | | 6,266 | | | 2001 | | 5,532 | |
|
| 51 | 51 |  | France | Personal Care | 7,508 | 7% | |
| | L’Oréal has reinforced its position as one of the world’s most prominent cosmetics companies by successfully expanding into emerging markets. It has also taken advantage of the growing demand for male grooming products by using celebrities to endorse the brand. The brand continues to use the slogan “Because You’re Worth It” - a consistent message that helps to reinforce its identity.
| 2008 | | 7,508 | | | 2007 | | 7,045 | | | 2006 | | 6,392 | | | 2005 | | 6,005 | | | 2004 | | 5,902 | | | 2003 | | 5,600 | | | 2002 | | 5,079 | |
|
| 52 | 52 |  | United States | Media | 7,193 | 4% | |
| | As a youth brand, MTV is expected to keep up with the times. In this era of social networking and user generated content, it has made the most of online and mobile channels, adapting content to suit these audiences and choosing partners that can help it to reach them in new and exciting ways. But it’s the brand’s activities in emerging markets that could reap the biggest rewards. An expanded influence in China and India sits alongside real headway in Arabic markets, as North Africa and the Middle East adopt a more relaxed cultural attitude and music increases in popularity.
| 2008 | | 7,193 | | | 2007 | | 6,907 | | | 2006 | | 6,627 | | | 2005 | | 6,647 | | | 2004 | | 6,456 | | | 2003 | | 6,278 | | | 2002 | | 6,078 | | | 2001 | | 6,599 | |
|
| 53 | 54 |  | Germany | Automotive | 7,047 | 8% | |
| | This was another brand to benefit from the deserved German reputation for solidity and reliability. VW has moved to overtly own this territory with the simple, category-claiming tagline, “Das Auto.” Walter de Silva, the group’s new design chief, set threefold goals for the group in an attempt to create a distinctive look for the brand: (1) create an identifiable design for each VW brand; (2) create a unique face for the Golf and build a family of derivatives; and (3) simplify the design of future VW cars.
| 2008 | | 7,047 | | | 2007 | | 6,511 | | | 2006 | | 6,032 | | | 2005 | | 5,617 | | | 2004 | | 6,410 | | | 2003 | | 6,938 | | | 2002 | | 7,209 | | | 2001 | | 7,338 | |
|
| 54 | 47 |  | United States | Financial Services | 7,022 | -6% | |
| | The negative press surrounding the US financial services industry, as well as AIG’s infighting and slowness to acknowledge errors publicly, has damaged the brand relative to more agile competition. AIG is on the defensive, with less effort being spent on rebuilding its diminished image and a renewed focus on its balance sheet.
|
| 55 | 49 |  | France | Financial Services | 7,001 | -4% | |
| | Although its making some strategic acquisitions in relatively stable emerging markets, AXA has not been immune to negative market conditions. Market sentiment has dented its share price and a series of blunders led to clients being reimbursed for poor management of their accounts, all at a time when consumer trust in the US financial sector is at an historic low.
|
| 56 | 53 |  | United States | Food | 6,646 | 2% | |
| | With sales struggling, Heinz has embarked on an awareness drive, supported by some innovative products (it is planning to launch 100 new lines around the world this year). The continued success of the brand is driven by growth in emerging markets, particularly in Russia, India, China, Indonesia, and Poland.
| 2008 | | 6,646 | | | 2007 | | 6,544 | | | 2006 | | 6,223 | | | 2005 | | 6,932 | | | 2004 | | 7,026 | | | 2003 | | 7,097 | | | 2002 | | 7,347 | | | 2001 | | 7,062 | |
|
| 57 | 57 | |
