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2009. 9. 21. 13:00

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,

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