INTERBRAND AND BUSINESSWEEK REPORT 2009 BEST GLOBAL BRANDS
Coca-Cola retains the No. 1 spot;
Google, Amazon, and Zara continue strong growth
New York, New York, September 17, 2009—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 billion. 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 and on