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Brands sustain their value despite the recession

Brands sustain their value despite the recession

The $2 trillion value of the world’s top 100 brands has held steady, despite the global economic uncertainty, according to the WPP research firm Millward Brown’s annual BrandZ report.

Google tops the list for a second year running, followed by Microsoft, Coca-Cola, IBM and McDonald’s. General Electric, last year’s second most valuable brand dropped to eighth in 2008, with iPod maker Apple at six, ChinaMobile at seven and Vodafone and Marlboro taking the last two top ten spots.

Joanna Seddon, Millward Brown executive VP said, “Consumers are blaming companies and leaders for the current troubles, not the brands.” She added, "Brands are emotional bonds created with consumers, and overall, brands have sustained value."

Brand value was determined by a set of calculations that includes a distillation of the earnings represented by that bond with consumers, as opposed to those created by price or other functional considerations.

Read the full report below:



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