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. 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.
Expanded content, including full methodology, is available on BusinessWeek.com and on Interbrand.com.
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