And the winners are...

November 21st, 2009

Recently the top 100 Global Brands list was released for first half of 2009. The ranking follows the estimated proceeds per brand. In other words, what is the expected revenue in the near future.

The Top 10 list contains brands as shown:

1. COCA-COLA $ 68,7
2. IBM $ 60,2
3. MICROSOFT $ 56,6
4. GENERAL ELECTRIC $ 47,8
5. NOKIA $ 34,9
6. McDONALD'S $ 32,3
7. GOOGLE $ 32,0
8. TOYOTA $ 31,3
9. INTEL $ 30,6
10. DISNEY $ 28,4

Top 5 has not changed since last year. The small rise in value of Coca-Cola for the first time in several years is remarkable. Google climbed from 10th to 7th position increasing 6.4 billion in brand value. Only 4 brands in top 10 show increase in brand value (Coca-Cola, IBM, McDonald and Google); 6 have depreciated.

Major competitors besides Google and Amazon:

ZARA + 14%
NESTLE + 13%
APPLE + 12%
H&M + 11%
IKEA + 10%
DANONE + 10%
HEINZ + 9%

Relatively many food and textile brands are climbing. This seems consistent in times of recession, as consumers will eat at home instead of visiting restaurants, so food brands may profit. Increase in the textile category relates only to low price chains, and that is also explicable by the economic climate.

As may be expected financial service providers and automobile brands take severe hits. Most important at UBS, a Swiss bank losing not less then 50 % of its brand value.

In the automotive sector we only see declining values; leading is Harley Davidson (-43%) followed by Lexus (-12%). Even relatively successful brands like Toyota, BMW and AUDI loose in brand value (-7% to -8%). Single exception is FERRARI, that kept its full brand value... recession???

Source: Helm, B. 2009 (100 best global brands, Business Week 28 September page 44-60)

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