Several consulting firms post annual figures for the world’s most valuable brands. The two best known are probably the Interbrand and BrandZ surveys. They are notably different, up until now at least. BrandZ includes a number of large brands from Asia. Interbrand does not.
24/7 Wall St. has put together a list of the most valuable brands of 2009 by looking at valuation calculations from a number of sources. Then a base valuation was taken from the 2008 Interbrand data to fix values for this year and changes from last.
Most methods take into account the future earnings of a brand for its parent company. This is fundamentally a guess particularly during a turbulent period in the global economy. Interbrand’s rule is that a brand most get at least a third of its revenue from outside its country-of-origin. That is arbitrary, particularly as it apply to brands in China.
24/7 Wall St. has made the assumption that the value of most brands have been hurt log-term by the deep recession. Forward earnings estimates for many of the firms on this list show that. Those brands which post value improvements show much more modest increases than they would be in a stable economy.
Looking at the Interbrand list from last year, it is fair to ask why firms like Nissan, Wal-Mart (WMT) and Red Bull are not present.
Because the brands on this list are taken from names on the Interbrand survey, we have not made a calculation about which companies may be new to their list in 2009 or which may drop off.
Public firms which are part of this ranking include (KO)(IBM)(MSFT)(GOOG)(GE)(NOK)(TM)(INTC)(MCD)(DIS)(HPQ)(AXP)(C)(HMC)(ORCL)(AAPL)(SNE)(PEP)(HBC)(NKE)(UPS)(FDX)(SAP)(DELL)(JPM)(GS)(KL)(EBAY)(SI)(F)(AIG)(AMZN)(CAT)(AVP)(RIMM)(GPS)(TIF)(BP)(SBUX)(JNJ)(MAR)(V)
The 100:
Coke $64.7 billion plus 3%
IBM $62.5 billion plus 6%
Microsoft $54.3 billion minus 8%
GE $47.8 billion minus 10%
McDonald’s $33.5 billion plus 8%
Nokia $33.o billion minus 8%
Intel $30.3 billion minus 3%
Toyota $30.0 billion minus 12%
Disney $29.3 billion flat
Google $27.4 billion plus 7%
Hewlett-Packard $25.1 billion plus 7%
Gillette $24.3 billion plus 7%
Cisco $22.4 billion plus 5%
Marlboro $20.8 billion minus 3%
Mercedes $20.5 billion minus 20%
Louis Vuitton $19.7 billion minus 9%
BMW $19.6 billion minus 16%
Samsung $18.4 billion plus 4%
American Express $18.0 billion minus 18%
Apple $16.4 billion plus 20%
Honda $15.8 billion minus 17%
Oracle $15.0 billion plus 9%
Nescafe $14.9 billion plus 14%
Pepsi $13.8 billion plus 4%
H&M $13.8 billion flat
SAP $12.7 billion plus 3%
Budweiser $12.3 billion plus 8%
HSBC $12.1 billion minus 8%
Nike $12.1 billion minus 5%
IKEA $12.0 billion plus 10%
Canon $11.3 billion plus 4%
Sony $11.2 billion minus 18%
Goldman Sachs $11.o billion plus 14%
Kellogg’s $10.8 billion plus 11%
Nintendo $10.7 billion plus 22%
UPS $10.6 billion minus 16%
Dell $9.8 billion minus 16%
JPMorgan $9.3 billion minus 14%
Citi $9.2 billion minus 54%
Thomson Reuters $8.7 billion plus 5%
eBay $8.5 billion plus 6%
Philips $8.1 billion minus 3%
Accenture $7.9 billion flat
Gucci $7.8 billion minus 6%
L’Oreal $7.7 billion plus 2%
Siemens $7.5 billion minus 5%
VW $7.5 billion plus 7%
Blackberry $7.5 billion plus 57%
Merrill Lynch $7.4 billion minus 35%
Amazon $7.4 billion plus 15%
Morgan Stanley $7.0 billion minus 20%
Colgate $6.9 billion plus 8%
Heinz $6.8 billion plus 3%
Nestle $6.6 billion plus 17%
Wrigley $6.4 billion plus 5%
Ford $6.4 billion minus 19%
MTV $6.1 billion minus 15%
AXA $6.1 billion minus 13%
Zara $6.1 billion plus 2%
Chanel $6.0 billion minus 7%
Xerox $5.8 billion minus 9%
Danone $5.7 billion plus 6%
KFC $5.4 billion minus 4%
Harley-Davidson $5.2 billion minus 32%
Avon $5.1 billion minus 4%
Hyundai $5.1 billion plus 7%
Kleenex $5.0 billion plus 8%
Adidas $4.8 billion minus 8%
Audi $4.8 billion minus 12%
Pizza Hut $4.7 billion plus 14%
Caterpillar $4.6 billion minus 13%
Rolex $4.5 billion minus 10%
Porsche $4.4 billion minus 12%
GAP $4.2 billion minus 5%
UBS $4.2 billion minus 52%
Panasonic $3.9 billion minus 9%
Johnson & Johnson $3.9 billion plus 7%
Smirnoff $3.8 billion plus 5%
Cartier $3.8 billion minus 10%
Duracell $3.8 billion plus 4%
Visa $3.7 billion plus 12%
Moet & Chandon $3.6 billion minus 9%
Allianz $3.6 billion minus 11%
Hermes $3.6 billion minus 21%
Tiffany $3.6 billion minus 15%
AIG $3.5 billion minus 50%
Yahoo! $3.4 billion minus 38%
Hennessy $3.3 billion minus 5%
Starbucks $3.2 billion minus 17%
BP $3.2 billion minus 17%
Nivea $3.2 billion minus 7%
Marriott $3.1 billion minus 11%
Fedex $3.1 billion minus 9%
Prada $3.0 billion minus 16%
Giorgio Armani $3.0 billion minus 14%
Shell $3.0 billion minus 13%
Lexus $2.9 billion minus 19%
Motorola $2.9 billion minus 22%
Ferrari $2.6 billion minus 20%
ING $2.3 billion minus 39%
Douglas A. McIntyre
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