Most-Value-Global-Brands-Repor

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BrandZ Top 100 Most Valuable Global Brands 2009

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Welcome to the fourth annual BrandZ Top 100 Most Valuable Global Brands ranking

Let me begin with a brief explanation of what the ranking is about, why it’s important, and how it can help you and your business. The BrandZ top 100 ranking is an authoritative ranking report about the most valuable brands in the world. The valuationsare based on economic and market data and the proprietary consumer research from BrandZ – the world’s largest study of consumers and business-tobusiness users’ brand preferences. The result is the most comprehensive and authoritative brand valuation available. As you look through the list of the top 100 brands, you’ll see names that you recognize, names that evoke an emotional connection, a respectfor technical innovation, or a desire for cutting-edge design. These responses to brand draw customers, drive investment, and help assure long-term corporate stability. But like many of the important things in life, a brand is intangible. We know a brand through the impression it makes on us and others. When given a monetary value, a brand increases its power as a business driver and planningtool. Brand value enables us to measure fluctuations in brand influence and to compare brand strength relative to the competition. Identifying a brand’s value is just the first step, however. How can we leverage a brand’s value to achieve important corporate objectives? That’s where we can help.

Millward Brown Optimor helps companies to measure and understand the ROI from their brand strategy andmarketing investment. We measure both the short and long-term effects of marketing activities and link them to the financial impact on the business. Understanding this is vital to secure the confidence of financiers, so that they provide the investment necessary to grow the brand. A strong brand can help protect the business from risk, and position it for future growth – the ultimate return oninvestment. Please accept this report with our complements and with confidence that the information it contains will broaden your understanding of leading brands and suggest possibilities that can benefit your own brands. Feel free to contact me with any questions, or simply to have a conversation about how we can work together to achieve your brand objectives. Sincerely,

Joanna Seddon CEOMillward Brown Optimor

Designed by Lambie-Nairn 3 www.lambie-nairn.com

BrandZ Top 100 Most Valuable Global Brands 2009

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CONTENTS

[WORK IN PROGRESS]

CONTENTS
Introduction Methodology Commentary The Top 100 Brand Contribution Brand Momentum Top 20 Risers Newcomers Regions Sectors Apparel Beer Bottled Water Cars Coffee Fast Food Financial Institutions Gaming Consoles Insurance LuxuryMobile Operators Motor Fuel Personal Care Retail Soft Drinks Spirits Technology Key Take Outs Data Sources Directory 7 11 13 15 23 25 27 29 31 33 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61 63 65 67 69 71

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BrandZ Top 100 Most Valuable Global Brands 2009

INTROduCTION

The Resilience of Brand Value
This fourth annual BrandZ ranking contains many new features and findings, but none asrevealing as this one: In a year of global economic turmoil, when every key financial indicator plummeted, the value of the top 100 brands increased by 2 percent to $2 trillion. This result affirms the resiliency of brands and the importance of quantifying the contribution of brand equity to a company’s market value.
Google Microsoft Coca-Cola IBM McDonald's Apple China Mobile GE Vodafone MarlboroWal-Mart ICBC BlackBerry Nokia Toyota UPS HP BMW SAP Disney Tesco Gillette Intel China Construction Bank Oracle Amazon Bank of China AT&T Louis Vuitton HSBC Pampers Nintendo Cisco Verizon Wireless Porsche American Express Visa Wells Fargo Santander NTT DoCoMo Mercedes Bank of America Dell Accenture Pepsi L'Oréal Carrefour RBC Citi Honda Siemens Budweiser Orange eBay Bradesco BBVA Colgate Target...