Best Global Brands 2008

What to do in a recession? Trim the marketing budget, or push ahead and continue to invest in brand building in the hopes of gaining on
rivals. In BusinessWeeks annual ranking of the 100 Best Global Brands, several companies are keeping their U.S. marketing budgets
steady, as a percentage of revenue. And some are aggressively boosting their marketing expenditures as a percentage of expected sales..
2008 2007
Rank Rank

Brand

2008 Brand Value

($ Millions)

2007 Brand Value

($ Millions)

Percent Change
(in %)

Country of
Ownership

1
2
3
4
5
6
7

1
3
2
4
5
6
7

Coca-Cola
IBM
Microsoft
GE
Nokia
Toyota
Intel

66,667
59,031
59,007
53,086
35,942
34,050
31,261

65,324
57,091
58,709
51,569
33,696
32,070
30,954

2
3
1
3
7
6
1

U.S.
U.S.
U.S.
U.S.
Finland
Japan
U.S.

8
9
10
11
12
13
14
15
16
17
18
19

8
9
20
10
12
13
16
15
17
18
14
11

McDonald's
Disney
Google
Mercedes-Benz
Hewlett-Packard
BMW
Gillette
American Express
Louis Vuitton
Cisco
Marlboro
Citi

31,049
29,251
25,590
25,577
23,509
23,298
22,069
21,940
21,602
21,306
21,300
20,174

29,398
29,210
17,837
23,568
22,197
21,612
20,415
20,827
20,321
19,099
21,283
23,443

6
0
43
9
6
8
8
5
6
12
0
-14

U.S.
U.S.
U.S.
Germany
U.S.
Germany
U.S.
U.S.
France
U.S.
U.S.
U.S.

20
21
22
23
24
25
26
27
28
29
30

19
21
New
27
33
25
26
23
24
29
28

Honda
Samsung
H&M
Oracle
Apple
Sony
Pepsi
HSBC
Nescafe
Nike
UPS

19,079
17,689
13,840
13,831
13,724
13,583
13,249
13,143
13,055
12,672
12,621

17,998
16,853
New
12,448
11,037
12,907
12,888
13,563
12,950
12,004
12,013

6
5
New
11
24
5
3
-3
1
6
5

Japan
S. Korea
Sweden
U.S.
U.S.
Japan
U.S.
Britain
Switzerland
U.S.
U.S.

31
32
33
34
35
36
37
38
39
40
41
42

34
31
30
22
38
36
32
35
40
44
39
37

SAP
Dell
Budweiser
Merrill Lynch
Ikea
Canon
JPMorgan
Goldman Sachs
Kellogg's
Nintendo
UBS
Morgan Stanley

12,228
11,695
11,438
11,399
10,913
10,876
10,773
10,331
9,710
8,772
8,740
8,696

10,850
11,554
11,652
14,343
10,087
10,581
11,433
10,663
9,341
7,730
9,838
10,340

13
1
-2
-21
8
3
-6
-3
4
13
-11
-16

Germany
U.S.
U.S.
U.S.
Sweden
Japan
U.S.
U.S.
U.S.
Japan
Switzerland
U.S.

43
44
45
46
47

42
New
46
48
50

Philips
Thomson Reuters
Gucci
eBay
Accenture

8,325
8,313
8,254
7,991
7,948

7,741
New
7,697
7,456
7,296

8
New
7
7
9

Netherlands
Canada
Italy
U.S.
U.S.

48
49
50
51

43
41
45
51

Siemens
Ford
Harley-Davidson
L'Oreal

7,943
7,896
7,609
7,508

7,737
8,982
7,718
7,045

3
-12
-1
7

Germany
U.S.
U.S.
France

52
53
54
55
56
57
58
59
60
61
62
63

52
54
47
49
53
57
62
56
58
59
64
63

MTV
Volkswagen
AIG
AXA
Heinz
Colgate
Amazon.com
Xerox
Chanel
Wrigley's
Zara
Nestle

7,193
7,047
7,022
7,001
6,646
6,437
6,434
6,393
6,355
6,105
5,955
5,592

6,907
6,511
7,490
7,327
6,544
6,025
5,411
6,050
5,830
5,777
5,165
5,314

4
8
-6
-4
2
7
19
6
9
6
15
5

U.S.
Germany
U.S.
France
U.S.
U.S.
U.S.
U.S.
France
U.S.
Spain
Switzerland

64
65
66
67
68
69
70
71
72
73
74
75

60
55
67
68
66
65
69
71
72
New
70
75

KFC
Yahoo!
Danone
Audi
Caterpillar
Avon
Adidas
Rolex
Hyundai
BlackBerry
Kleenex
Porsche

5,582
5,496
5,408
5,407
5,288
5,264
5,072
4,956
4,846
4,802
4,636
4,603

5,682
6,067
5,019
4,866
5,059
5,103
4,767
4,589
4,453
New
4,600
4,235

-2
-9
8
11
5
3
6
8
9
New
1
9

U.S.
U.S.
France
Germany
U.S.
U.S.
Germany
Switzerland
S. Korea
Canada
U.S.
Germany

76
77
78
79
80
81
82
83
84
85
86
87

73
61
78
83
79
74
80
85
84
88
81
77

Herm's
Gap
Panasonic
Cartier
Tiffany & Co
Pizza Hut
Allianz
M & Chandon
BP
Starbucks
ING
Motorola

4,575
4,357
4,281
4,236
4,208
4,097
4,033
3,951
3,911
3,879
3,768
3,721

4,255
5,481
4,135
3,852
4,003
4,254
3,957
3,739
3,794
3,631
3,880
4,149

8
-20
4
10
5
-4
2
6
3
7
-3
-10

France
U.S.
Japan
France
U.S.
U.S.
Germany
France
Britain
U.S.
Netherlands
U.S.

88
89
90
91
92
93
94
95
96
97
98

89
91
92
94
90
New
New
87
New
93
96

Duracell
Smirnoff
Lexus
Prada
Johnson & Johnson
Ferrari
Armani
Hennessy
Marriott
Shell
Nivea

3,682
3,590
3,588
3,585
3,582
3,527
3,526
3,513
3,502
3,471
3,401

3,605
3,379
3,354
3,287
3,445
New
New
3,638
New
3,331
3,116

2
6
7
9
4
New
New
-3
New
4
9

U.S.
Britain
Japan
Italy
U.S.
Italy
Italy
France
U.S.
Netherlands
Germany

99
100

New FedEx
New Visa

3,359
3,338

New
New

New
New

U.S.
U.S.