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SBD/Issue 7/The Back of the Book
Nike, Adidas, Puma Among Interbrand's "Best Global Brands" In '09
Published September 22, 2009
Coca-Cola ranks at the top of Interbrand's "Best Global Brands" ranking for '09 with a brand value of $68.7B (all figures U.S.), up 3.1% from a value of $66.7B last year. At 26th on the list, Nike ranks best among sports brands, with its brand value increasing 4% year over year. adidas also saw its brand value grow, and the company is on track to generate over $1B in sales in China by '10. Puma joined the top 100 for the first time, ranking 97th with a $3.2B brand value. Below are the top 20 best global brands for '09, along with where sports brands fell within the top 100 overall (Interbrand).
|
INTERBRAND'S BEST GLOBAL BRANDS
|
||||||
|
'09 RANK
|
'08 RANK
|
BRAND
|
VALUE
|
'08
|
'07
|
'01
|
|---|---|---|---|---|---|---|
|
1
|
1
|
Coca-Cola
|
$68.7B
|
$66.7B
|
$65.3B
|
$68.9B
|
|
2
|
2
|
Microsoft
|
$60.2B
|
$59.0B
|
$58.7B
|
$65.1B
|
|
3
|
3
|
IBM
|
$56.6B
|
$59.0B
|
$57.1B
|
$52.8B
|
|
4
|
4
|
GE
|
$47.8B
|
$53.1B
|
$51.6B
|
$42.4B
|
|
5
|
5
|
Nokia
|
$34.9B
|
$35.9B
|
$33.7B
|
$35.0B
|
|
6
|
8
|
McDonald's
|
$32.3B
|
$31.0B
|
$29.4B
|
$25.3B
|
|
7
|
10
|
Google
|
$32.0B
|
$25.6B
|
$17.8B
|
n/a
|
|
8
|
6
|
Toyota
|
$31.3B
|
$34.1B
|
$32.1B
|
$18.6B
|
|
9
|
7
|
Intel
|
$30.6B
|
$31.3B
|
$31.0B
|
$34.7B
|
|
10
|
9
|
Disney
|
$28.4B
|
$29.3B
|
$29.2B
|
$32.6B
|
|
11
|
12
|
HP
|
$24.1B
|
$23.5B
|
$22.2B
|
$18.0B
|
|
12
|
11
|
Mercedes-Benz
|
$23.9B
|
$25.6B
|
$23.6B
|
$21.7B
|
|
13
|
14
|
Gillette
|
$22.8B
|
$22.7B
|
$20.4B
|
$15.3B
|
|
14
|
17
|
Cisco Systems
|
$22.0B
|
$21.3B
|
$19.1B
|
$17.2B
|
|
15
|
13
|
BMW
|
$21.7B
|
$23.3B
|
$21.6B
|
$13.9B
|
|
26
|
29
|
Nike
|
$13.2B
|
$12.7B
|
$12.0B
|
$7.6B
|
|
62
|
70
|
adidas
|
$5.4B
|
$5.1B
|
$4.8B
|
$3.7B
|
|
97
|
NR
|
Puma
|
$3.2B
|
n/a
|
n/a
|
n/a
|
METHODOLOGY: Criteria for consideration: 1) Substantial, publicly-available financial data; 2) Brand must have at least one-third of revenues outside of its country-of-origin; 3) Brand must be a market-facing brand; 4) Economic Value Added (EVA) must be positive; and 5) Brand must not have a purely B2B single audience with no wider public profile and awareness. These criteria exclude brands such as Mars, which is privately held, or Walmart, which is not sufficiently global (it does business in some int'l markets, but not under the Walmart brand).
