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Top 100 Most Powerful Brands For 2008 Announced By BrandZ.
NEW YORK, April 21, 2008 -- International market research and consulting firm Millward Brown Optimor announced its third annual BrandZ Top 100 Brands Ranking and stating that brands are becoming ever more valuable and powerful in driving business growth.
Millward Brown Optimor cited that the companies owning the BrandZ Top 100 Brands significantly outperformed the stock market when compared to the S&P 500.
“This year’s brand ranking demonstrates the importance of investing in brands, especially in times of market turmoil. Strong brands generate superior returns and protect businesses from risk,” said Joanna Seddon, CEO of Millward Brown Optimor. “Our data shows that strong brands continue to outperform weak ones in terms of market share and share price during recessions.”
The combined value of the BrandZ Top 100 increased from $1.6 trillion in 2007 to $1.94 trillion in 2008, representing a 21% increase which was more than double the increase experienced the previous year.
The rankings were based on data compiled by The BrandZ study conducted annually by Millward Brown which measures the brand equity of 50,000 global consumer brands. The study also included information gathered from 1 million consumer interviews conducted globally. Consumer perception of a brand is a key input in determining brand value because brands are a combination of business performance, product delivery, clarity of positioning, and leadership. In addition to utilizing independantly gathered data, the Top 100 ranking assesses financial data from Bloomberg and Datamonitor. The ranking also takes into account regional variations across countries.
Rank |
Brand |
Estimated Value |
Change from 2007 |
1 |
Google |
$86,057,000,000 |
30% |
2 |
General Electric |
$71,379,000,000 |
15% |
3 |
Microsoft |
$70,887,000,000 |
29% |
4 |
Coca-Cola |
$58,208,000,000 |
17% |
5 |
China Mobile |
$57,225,000,000 |
39% |
6 |
IBM |
$55,335,000,000 |
65% |
7 |
Apple |
$55,206,000,000 |
123% |
8 |
McDonald's |
$49,499,000,000 |
49% |
9 |
Nokia |
$43,975,000,000 |
39% |
10 |
Marlboro |
$37,324,000,000 |
-5% |
11 |
Vodafone |
$36,962,000,000 |
75% |
12 |
Toyota |
$35,134,000,000 |
5% |
13 |
Wal-Mart |
$34,134,000,000 |
-6% |
14 |
Bank of America |
$33,092,000,000 |
15% |
15 |
Citi |
$30,318,000,000 |
-10% |
16 |
HP |
$29,278,000,000 |
17% |
17 |
BMW |
$28,015,000,000 |
9% |
18 |
ICBC |
$28,004,000,000 |
70% |
19 |
Louis Vuitton |
$25,739,000,000 |
13% |
20 |
American Express |
$24,816,000,000 |
7% |
21 |
Wells Fargo |
$24,739,000,000 |
2% |
22 |
Cisco |
$24,101,000,000 |
28% |
23 |
Disney |
$23,705,000,000 |
5% |
24 |
UPS |
$23, 610,000,000 |
-4% |
25 |
Tesco |
$23,208,000,000 |
39% |
26 |
Oracle |
$22, 904,000,000 |
29% |
27 |
Intel |
$22,027,000,000 |
18% |
28 |
Porsche |
$21,718,000,000 |
62% |
29 |
SAP |
$21,669,000,000 |
20% |
30 |
Gilette |
$21,523,000,000 |
20% |
31 |
China Construction Bank |
$19,603,000,000 |
82% |
32 |
Bank of China |
$19,418,000,000 |
42% |
33 |
Verizon Wireless |
$19,202,000,000 |
18% |
34 |
Royal Bank of Canada |
$18,995,000,000 |
39% |
35 |
HSBC |
$18,479,000,000 |
6% |
36 |
Mercedes |
$18,044,000,000 |
1% |
37 |
Honda |
$16,649,000,000 |
8% |
38 |
L'Oreal |
$16,459,000,000 |
34% |
39 |
Pepsi |
$15,404,000,000 |
15% |
40 |
Home Depot |
$15,378,000,000 |
-16% |
41 |
Dell |
$15,288,000,000 |
10% |
42 |
Deutsche Bank |
$15,104,000,000 |
14% |
43 |
ING |
$15,080,000,000 |
31% |
44 |
Cartefour |
$15,057,000,000 |
29% |
45 |
NTT DoCoMo |
$15,048,000,000 |
11% |
46 |
Target |
$14,738,000,000 |
27% |
47 |
Siemens |
$14,665,000,000 |
61% |
48 |
Banco Santander |
$14,549,000,000 |
20% |
49 |
Accenture |
$14,137,000,000 |
34% |
50 |
Orange |
$14,093,000,000 |
42% |
51 |
BlackBerry |
$13,734,000,000 |
390% |
52 |
Chase |
$12,782,000,000 |
14% |
53 |
Nike |
$12,499,000,000 |
21% |
54 |
Canon |
$12,398,000,000 |
9% |
55 |
AT&T |
$12,030,000,000 |
30% |
56 |
Starbucks |
$12,011,000,000 |
-25% |
57 |
Goldman Sachs |
$11,944,000,000 |
45% |
58 |
Samsung |
$11,870,000,000 |
-7% |
59 |
Nissan |
$11,707,000,000 |
5% |
60 |
Marks & Spencer |
$11,600,000,000 |
22% |
61 |
Amazon |
$11,511,000,000 |
93% |
62 |
Yahoo! |
$11,465,000,000 |
-13% |
63 |
Morgan Stanley |
$11,327,000,000 |
1% |
64 |
UBS |
$11,220,000,000 |
-3% |
65 |
eBay |
$11,200,000,000 |
-13% |
66 |
H&M |
$11,182,000,000 |
28% |
67 |
Wachovia |
$11,022,000,000 |
10% |
68 |
Ford |
$10,971,000,000 |
-13% |
69 |
Chevrelot |
$10,862,000,000 |
-3% |
70 |
Budweiser |
$10,839,000,000 |
9% |
71 |
Colgate |
$10,576,000,000 |
37% |
72 |
Harley-Davidson |
$10,401,000,000 |
1% |
73 |
Subway |
$10,335,000,000 |
39% |
74 |
Merrill Lynch |
$9,802,000,000 |
-16% |
75 |
JP Morgan |
$9,762,000,000 |
15% |
76 |
Hermes |
$9,631,000,000 |
39% |
77 |
BBVA |
$9,457,000,000 |
N/A |
78 |
State Farm |
$9,425,000,000 |
8% |
79 |
Gucci |
$9,341,000,000 |
43% |
80 |
Cartier |
$9,285,000,000 |
32% |
81 |
FedEx |
$9,273,000,000 |
0% |
82 |
Tide |
$9,123,000,000 |
N/A |
83 |
T-Mobile |
$8,940,000,000 |
11% |
84 |
Zara |
$8,682,000,000 |
34% |
85 |
Chanel |
$8,656,000,000 |
15% |
86 |
IKEA |
$8,507,000,000 |
15% |
87 |
Ariel |
$8,437,000,000 |
N/A |
88 |
Telefonica Movistar |
$8,117,000,000 |
73% |
89 |
MTS |
$8,077,000,000 |
N/A |
90 |
Espirit |
$7,907,000,000 |
46% |
91 |
TIM |
$7,903,000,000 |
-6% |
92 |
Motorola |
$7,575,000,000 |
-30% |
93 |
Barclays |
$7,382,000,000 |
12% |
94 |
Avon |
$7,209,000,000 |
10% |
95 |
Auchan |
$7,148,000,000 |
28% |
96 |
Volkswagon |
$7,143,000,000 |
2% |
97 |
AXA |
$7,141,000,000 |
50% |
98 |
AIG |
$7,102,000,000 |
21% |
99 |
MasterCard |
$6,970,000,000 |
52% |
100 |
Standard Chartered Bank |
$6,855,000,000 |
73% |