Best Global Brands 2010


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1 Coca-Cola70,452 ($m)
2 IBM64,727 ($m)
3 Microsoft60,895 ($m)
4 Google43,557 ($m)
5 GE42,808 ($m)
6 McDonald's33,578 ($m)
7 Intel32,015 ($m)
8 Nokia29,495 ($m)
9 Disney28,731 ($m)
10 HP26,867 ($m)

Charts & Graphs

Top Risers & Fallers

See which brands experienced the biggest change in brand value in 2010.

Top Risers and Fallers 

Industry Insights

Find out which sectors performed best from 2008 to 2010.

Industry Insights

Juan Manuel Cendoya, SantanderJuan Manuel Cendoya

Senior Executive Vice President, Communications, Corporate Marketing and Research
Banco Santander

What makes you optimistic about the economy?

The global economy is clearly recovering and this year it will grow above four percent. There are countries that stand out such as Brazil, which will grow at rates close to eight percent. In this context, Santander benefits from the advantages of having a strategy based on diversification, combining its presence in mature markets with exposure to emerging economies. This allows us to achieve excellent results that place us as the fourth bank in the world by profits, and the international bank with the highest shareholder remuneration. We are showing that we are efficient and profitable, and that we have a solid business model that makes us look ahead with great optimism.

In the case of Spain, the country is going through difficulties, but we must recognize and consolidate the strengths of our economy. We also have an excellent business class that is at the top of international rankings in many sectors.

Is there a single touchpoint of your brand that you think will be more influential to your consumers in the next five years?

For us, the client is king. Our clients know us to be a trustworthy, strong and solid brand, and this a reputation we aim to keep. We will continue to work to communicate clearly with our current and our potential customers so that they continue to perceive us as a trusted partner in this difficult economic climate.

What was the most unpredicted factor that affected how you manage your brand in the past decade. In the past year?

In the past few years, there have been many obstacles for financial services. A number of institutions have failed due to their business models and the way they managed risks. However, Banco Santander has grown stronger due to its retail banking model, which is diversified and focused on customer service. Our excellent results and our brand, which is very well positioned internationally, have strengthened Santander and increased its value.


Juan Manuel Cendoya has been Senior Executive Vice President of Communications, Corporate Marketing and Economic Research at Banco Santander since July 2001. As such, he heads the Group’s internal and external communications, corporate marketing, corporate social responsibility, institutional relations, economic research and public policy. He is a member of the Bank’s global Executive Committee.

Mr. Cendoya is a member of the Board of Directors of Universia, the Board of Directors of Arena, a Banco Santander Foundation Trustee, and a member of the Trustees of the Fundación General de la Universidad Complutense de Madrid, Fundación Santander 2016 and of Fundación Madrid Vivo. He is Vice-Chairman of DIRCOM, the Spanish Association of Communications’ Managers, a member of the Management Board of AMRE, and Vice-Chairman of the Instituto de Análisis de Intangibles (Intangibles Research Institute).

In 2009, Cendoya was granted the Vocento Communications Award. Cendoya is a frequent guest lecturer at IESE and has written several publications and articles. He obtained a Law Degree (1985-1990) from the University of Zaragoza, graduating second in his class.