Coca-Cola Named Best Global Brand

September 21, 2009 - For the ninth consecutive year, BusinessWeek has teamed up with Interbrand, a brand consultancy, to publish the ranking of the top 100 global brands by brand value. For the first time, the overall value of the top 100 brands declined 4.6 percent as the recession presents 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.

 

Yet, despite these challenges, there are success stories to be told. The Coca-Cola company, for example, remains the No. 1 brand for the ninth year in a row. Rounding out the Top 5 are IBM (No. 2), Microsoft (No. 3), GE (No. 4) and Nokia (No. 5).And while big banks and auto brands fared the worst, food brands benefited as consumers began eating more at home. Wrigley (No. 51), Danone (No. 60) and Nestle (No. 58) all posted gains of 10 percent or more in brand value over 2008.

 

Here is a comprehensive list of the consumer products and food and beverage brands that round out the Top 100:

 

 

Click here to access the entire annual ranking of the Best Global Brands for 2009.