Best Global Brands 2009

In 2009, the Top Brands Endure

It has been a tough year, but the brands topping the 2009 BusinessWeek/Interbrand list of Best Global Brands have managed to weather the storm admirably. Here, find out more about the strategies of all 100 brands on the list, from Campbell's, slipping in at No. 100, to this year's No. 1, Coca-Cola.

 

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The recession has presented marketing executives around the world with the toughest test of their careers. Some brands have prospered amid the hard times—or at least held their own. Others have slipped a surprising number of places on our ninth annual ranking, compiled by consultancy Interbrand. But for seven brands, impressive performances saw them race up the charts to take their place on this year's list. Here are the numbers behind the rankings.

Rank 2009	Rank 2008	Employer	2009 Brand value ($millions)	2008 Brand value ($millions)	Percent change (%)	Country of Ownership
1	1	Coca-Cola	68,734	66,667	0.03	U.S.
2	2	IBM	60,211	59,031	0.02	U.S.
3	3	Microsoft	56,647	59,007	-0.04	U.S.
4	4	GE	47,777	53,086	-0.1	U.S.
5	5	Nokia	34,864	35,942	-0.03	Finland
6	8	McDonald's	32,275	31,049	0.04	U.S.
7	10	Google	31,980	25,590	0.25	U.S.
8	6	Toyota	31,330	34,050	-0.08	Japan
9	7	Intel	30,636	31,261	-0.02	U.S.
10	9	Disney	28,447	29,251	-0.03	U.S.
11	12	Hewlett-Packard	24,096	23,509	0.02	U.S.
12	11	Mercedes-Benz	23,867	25,577	-0.07	Germany
13	14	Gillette	22,841	22,069	0.04	U.S.
14	17	Cisco	22,030	21,306	0.03	U.S.
15	13	BMW	21,671	23,298	-0.07	Germany
16	16	Louis Vuitton	21,120	21,602	-0.02	France
17	18	Marlboro	19,010	21,300	-0.11	U.S.
18	20	Honda	17,803	19,079	-0.07	Japan
19	21	Samsung	17,518	17,689	-0.01	S. Korea
20	24	Apple	15,443	13,724	0.12	U.S.
21	22	H&M	15,375	13,840	0.11	Sweden
22	15	American Express	14,971	21,940	-0.32	U.S.
23	26	Pepsi	13,706	13,249	0.03	U.S.
24	23	Oracle	13,699	13,831	-0.01	U.S.
25	28	Nescafe	13,317	13,055	0.02	Switzerland
26	29	Nike	13,179	12,672	0.04	U.S.
27	31	SAP	12,106	12,228	-0.01	Germany
28	35	Ikea	12,004	10,913	0.1	Sweden
29	25	Sony	11,953	13,583	-0.12	Japan
30	33	Budweiser	11,833	11,438	0.03	Belgium
31	30	UPS	11,594	12,621	-0.08	U.S.
32	27	HSBC	10,510	13,143	-0.2	Britain
33	36	Canon	10,441	10,876	-0.04	Japan
34	39	Kellogg's	10,428	9,710	0.07	U.S.
35	32	Dell	10,291	11,695	-0.12	U.S.
36	19	Citi	10,254	20,174	0.49	U.S.
37	37	JPMorgan	9,550	10,773	-0.11	U.S.
38	38	Goldman Sachs	9,248	10,331	-0.1	U.S.
39	40	Nintendo	9,210	8,772	0.05	Japan
40	44	Thomson Reuters	8,434	8,313	0.01	Canada
41	45	Gucci	8,182	8,254	-0.01	Italy
42	43	Philips	8,121	8,325	-0.02	Netherlands
43	58	Amazon	7,858	6,434	0.22	U.S.
44	51	L뭀real	7,748	7,508	0.03	France
45	47	Accenture	7,710	7,948	-0.03	U.S.
46	46	eBay	7,350	7,991	-0.08	U.S.
47	48	Siemens	7,308	7,943	-0.08	Germany
48	56	Heinz	7,244	6,646	0.09	U.S.
49	49	Ford	7,005	7,896	-0.11	U.S.
50	62	Zara	6,789	5,955	0.14	Spain

- BusinessWeek September 17, 2009,