2009 Rank 2008 RankBrandCountry of OriginSector 2009 Brand Value ( $ m ) Change in Brand Value 11 United StatesBeverages 68 , 7343 % Coca - Cola is 123 years old and shows no sign of relenting . It is the number one producer of sparkling beverages by volume and dollars . It has launched more than 700 products in 2008 around the world , and its edgy campaigns continue to push boundaries , showing therest of the marketing community what it really means to manage abrand . Worldwide relevance is what defines Coke and it has successfullymaintained its diversified portfolio in more than 200 countries . This year , the company expanded its Coke Zero brand to 107 countriesand launched a new message for its marketing campaign . Thecampaign , “ Open Happiness , ” was targeted to consumers longing forcomfort and optimism in a tough time . 22 United StatesComputer Services 60 , 2112 % In this tough market , Big Blue ’ s revenue is at an all - time high . IBM received the most U . S . patents ( more than 4 , 000 ) for the 16 th yearin a row , investing heavily in innovation as it continues its progressionfrom a hardware provider to a software and services solutionsbrand . It is the market leader , with expanded presence in more than 170 countries and approximately 65 percent of revenue generatedoutside of the U . S . With an advertising channel on YouTube and announced plans for cloud computing , IBM effectively communicatesits message to the masses . 33 United StatesComputer Software 56 , 647 - 4 % 2009 marks the first year - on - year decline in Microsoft ’ s public history , despite a game console division that continues to be profitable . Asthe market matures , the giant faces stiff competition from faster , quicker rivals . In terms of browsing , Microsoft ’ s Internet Explorer hasdropped 10 percentage points in market share every two years , whileMozilla Firefox gains 10 percentage points in the same time period . Additionally , a US $ 300 million ad campaign featuring Jerry Seinfeldand Bill Gates could have fared better with audiences . However , Microsoft ’ s Bing , a new search engine that launched in June to greatreviews , is poised to give Google a real run for its money . 44 United StatesDiversified 47 , 777 - 10 % Despite GE slipping in its position of technology leadership , it is stillbetter equipped to support future innovations and brand evolutionthan other traditional competitors , due to its ability to touchconsumers on an emotional level . This year , its financial servicesoffering has slipped , particularly the B 2 C business . Its media businessis also threatening the brand . Additionally , GE faces competitionfrom Siemens . The good news is that ecomagination is still the mostconcise initiative towards sustainability out there , and the brand hasset itself up for growth in the long - term with green technology . Afterlosing its leadership position in medical technology this year , GEplans to mimic ecomagination ’ s success with its major innovationinitiative “ healthymagination , ” which entails an investment of US $ 6 billion until 2015 . 55 FinlandConsumer Electronics 34 , 864 - 3 % Nokia seems to be trailing behind more dynamic smartphoneinnovations like Apple ’ s iPhone and RIM ’ s BlackBerry . The N 97 , aflagship Nseries mobile computer that was first unveiled in December 2008 , is designed to address competitive technologies but debuted in 2009 at a much higher price point than Apple ’ s or RIM ’ s new offerings . In fast developing markets , where Nokia leads in market share , thebrand continues its strategy of targeting younger audiences withtrendier design at a relatively lower cost . In the next year , Nokia plansto be more mindful of the U . S . market by increasing its investmentsand developing relationships with wireless carriers like AT & T . 68 United StatesRestaurants 32 , 2754 % McDonald ’ s has performed well this year . It now serves six millionmore customers each day than it did before the “ I ’ m Lovin ’ It ” campaign . Due to its low prices and numerous locations McDonald ’ s has beenable to continue to grow its sales – and even captured new marketshare – with its McCafé and healthier off erings . The brand does faceone struggle : keeping food costs under control . Like other restaurants , McDonald ’ s has been hit with higher beef and cheese costs . Toprotect its profits , the company was forced to raise the price of itspopular Double Cheeseburger in November and replaced thesandwich on the Dollar Menu with a new double burger that has oneslice of cheese instead of two . With value being its biggest drawingfactor , McDonald ’ s will need to proceed cautiously with additionalprice changes . 710 United StatesInternet Services 31 , 98025 % Continued diversification of Google ’ s business , from new advertisingmodels to online publishing , drives growth . The common theme islow price and high functionality with added transparency . GoogleChrome is two times faster than competitors and stole browser marketshare equal to third - and fourth - placed competitors within 24 hours . This year , Google has continued to innovate . It released the Androidphone software on September 2008 , which involved disclosing thesource code for the Google phone to engineers around the world . Asthe brand grows it has to deal with the inevitable mistrust and uglinessascribed to being a very large , diversified , and very profitable company . 86 JapanAutomotive 31 , 330 - 8 % In 2008 , Toyota saw its first loss in 70 years due to the diffculteconomic situation . Net revenues decreased about 21 percent andvehicle sales dropped about 15 percent . Even sales of its bestsellinghybrid Prius model slowed down when fuel prices moderated afterthe record highs of the summer . There is even talk that the companymay create a separate brand for its Prius , adding larger and smallermodels to the line up . The brand would be similar to Toyota ’ slow - priced Scion and would only be offered in the U . S . , where thecompany did not create a brand around its “ Hybrid Synergy Drive “ system . Toyota continues to develop its long - term value , however , building on its existing green credentials , announcing plans to createeco - friendly showrooms . By 2011 it expects to have 100 “ green “ dealerships , where most parts of the buildings are made of renewableprimary products . 97 United StatesComputer Hardware 30 , 636 - 2 % In the fast - growing mobile computing market , Intel stands to findsuccess . Determined to break into this category , the world ’ s numberone chipmaker announced a partnership with the world ’ s numberone handset maker in 2009 . If it works , the Intel agreement withNokia will put its latest chips into the hands of millions of customers . The line of chips , Atom , is meant to carry Intel into this highergrowth market but has so far faced criticism for its cost and powerconsumption . However , Atom is finding success in the low - power , clutch size netbooks market . With an appeal toward more valueconscious consumers in the midst of recession , netbooks haveallowed Intel to stay both relevant and top of mind while it tries tocrack the code on smaller mobile devices . 109 United StatesMedia 28 , 447 - 3 % Noteven the magic of Disney is immune from recessionary pressures - butDisney ’ s clouds do have silver linings . Although tighter adbudgets have put pressure on Disney owned networks , magazines , and Disney . com , the company continues to successfully leverageits brand in innovative new formats online and offline . This includesvideo games , new resorts , and interactive websites such as itsuser - generated - content initiative “ U Rock . ” Disney ’ s ability to createappealing promotions has kept the flow of visitors steady from lastyear , despite tighter wallets threatening traffic at theme parks . Meanwhile , the Disney and Pixar brands continue to commandaudiences , ( with some exceptions ) as evidenced by the success of Up , and a strong content pipeline , including Toy Story 3 , which speaksto a promising future . 1112 United StatesComputer Hardware 24 , 0962 % HP has surpassed Dell as the leading seller of PCs in the U . S . , evenwith falling sales for the category . Overall globally , HP ’ s marketshare is also on the rise . A 20 . 5 percent increase follows last year ’ sacquisition of service - provider EDS . This year , HP also began a globalreview of its media holdings in Asia Pacific , with the focus onconsolidating down to one , key , effective agency . In an increasinglyprice driven sector , HP is finding more way to successfully use itsbrand to stand apart . 1211 GermanyAutomotive 23 , 867 - 7 % Mercedes - Benz saw sales drop about five percent in 2009 as a resultof the recession . But the brand has made strides in other areas . Using the slogan “ Blue is the new green , ” Mercedes sought to raiseacceptance for its high - mileage BlueTEC diesel technology in theU . S . , where diesel is still seen as loud , slow , and smelly . Like manyother carmakers it pushed the development of eco - friendly hybridtechnology . Its luxurious S - class is one of the most fuel - efficientcars of this segment . Following the general trend , Mercedes drove brand development away from print and TV marketing . It launched Mixed Tape Music Magazine , a monthly online music show featuring video clips by artists like Jennifer Lopez and Mark Ronson and also strengthened its engagement in New York ’ s Fashion Week as title sponsor to increase the brand ’ s attractiveness among young buyers . 1314 United StatesPersonal Care 22 , 8414 % Gillette experienced an increase of net sales this year , with Fusionand Venus as the largest contributors . Gillette holds strong as the “ best for men ” for personal care , owning 70 percent market shareof manual blades and razors . The brand maintains high visibility bypromoting classic and consistent innovation for the category , renewing celebrity contracts with Roger Federer , Tiger Woods , andThierry Henry , and sponsoring the MLB in the U . S . In the digitalspace , Gillette expanded its customer dialogue with online shaving “ how tos ” and has also seen high growth in developing regions , driven primarily by the expansion of Fusion and the Prestobarba 3 launch in Brazil . 1417 United StatesComputer Services 22 , 0303 % Cisco is the leader in networking services but is still perceived ascatching up in other parts of the computer services industry . It has astrong reputation for quality and reliability , boasting more thana quarter century in this relatively young industry . Its heavy investmentsin R & D , and its stated mission to innovate to customers ’ needs , signal Cisco ’ s shift to become a broader provider of hardwareand services , which should increase the role of its brand . 1513 GermanyAutomotive 21 , 671 - 7 % BMW remains relatively healthy even though revenues decreasedabout five percent this year . Its dip in profit was mainly attributedto the high costs to cover risks on used car resale prices and thesoftening demand in the economically troubled U . S . market . TheBavarian carmaker still carried on with its strategy to build highlyefficient cars that promise joyful driving , and to fill niches withinnovative vehicles like the large X 6 Sport Activity vehicle and the 5 - series GT . Its EfficientDynamics initiative , which includes gadgetslike Brake Energy Regeneration or High Precision Injection , turnedout to be a sales boost with more than one million vehicles soldworldwide . With its ConnectedDrive concept , BMW pushedanother forward - looking innovation , converting a car into a mobilecommunication platform to enhance safety , convenience , andservice quality . The huge numbers of visitors to its recently openedbrand temple , the BMW Welt in Munich , is evidence that BMWcontinues to fascinate consumers . 1616 FranceLuxury 21 , 120 - 2 % Louis Vuitton actively continues to expand its retail network , whichnow totals 425 stores . Its direct channel through retail has beeninstrumental in maintaining a connection with consumers during the recession . The Louis Vuitton brand is also gathering strong momentum in China , which now accounts for 20 percent of itsrevenue . The “ Core Values ” campaign , which explores the idea of self - discoverythrough traveling and features a series of Annie Leibovitzportraits of celebrities such as Sean Connery , Catherine Deneuve , and Mikhail Gorbachev , has received much positive acclaim withinthe advertising industry . This has reinvigorated the brand ’ s status asa classic . This year , Louis Vuitton also developed the Damier Graphiterange , which includes luggage , shoes , and other accessories that specifically target men . 1718 United StatesTobacco 19 , 010 - 11 % Consumers are loyal to the Marlboro brand and it continues togrow in fast developing markets . However , it is getting tougher andtougher for cigarette brands each year as governments across theglobe voice their disapproval of the industry . The U . S . saw thepassage of the FDA Tobacco Regulation Bill in June , which providesthe government with extensive power to regulate tobacco products . Marlboro has been innovating around increasing governmentregulations . For example , for smoking indoors in public spaces , ithas created Taboka , a smokeless tobacco . In some of its biggestmarkets , Marlboro will face challenges . It will be forced to cover 50 percent of the front and back of its packs with warning labels , endsweetened and spice - flavored cigarettes , stop color print advertising , and eliminate labels like “ mild ” and “ light . ” The brand ’ s Europeanperformance , however , suggests it will manage around these hurdles . 1820 JapanAutomotive 17 , 803 - 7 % Increased motorcycle sales are offsetting Honda ’ s losses as its autosales crumble in the U . S . , Japan , and Europe . While Honda ’ s revenue has been affected by the recession , the brand continues to buildstrength . The fact that Honda never produced large SUVs and trucksis now an advantage . As other automakers are increasing productionof their small cars , Honda is cashing in on its reputation of reliability , fuel efficiency , and craftsmanship . 1921 Republic of KoreaConsumer Electronics 17 , 518 - 1 % Samsung had another successful year . Strong product developmenthas resulted in global leadership in the television segment , and inimproving its position from the third to second player in mobilephones . New concept shops have been successful in translating toa more expert and demanding audience by showing the benefitsof engaging with the brand . However , challenging conditions inthe components business compromised overall brand valuecreation last year . 2024 United StatesComputer Hardware 15 , 43312 % The recession won ’ t take a bite out of this Apple . Declining Mac salesand fears for the company ’ s future without brand visionary SteveJobs , were outweighed by record high iPod sales , doubling sales forthe iPod Touch , and all - time high market share for Mac OS software . Price might be a barrier for cost - conscious consumers , but Appleresponded quickly with high margin , low - priced products like theUS $ 99 iPhone and a new , voice - activated iPod Shuffle . The Applebrand is the most supported within its industry , and among themost iconic of relatively young brands in the world . 2122 SwedenApparel 15 , 37511 % Unlike competitors such as the Gap , Swedish clothing store chainH & M said that it plans to create between 6 , 000 and 7 , 000 new jobsduring the year by opening 225 new stores around the world . H & M continues to diversify with product mix , store expansion , and design . While CEO Rolf Eriksen ’ s summer 2009 retirementhas sparked a potential succession issue , H & M ’ s continued focus on “ nano fashion ” ( real time adaptability ) , price , CSR , and fashiondesigner collections have helped it grow . 2215 United StatesFinancial Services 14 , 971 - 32 % American Express is feeling the effects of the credit crisis , sufferinga surge in delinquencies and job cuts . Its public image has alsosuffered from the credit card crisis . Bolstered by its new bank holdingstatus , the firm has reduced exposure to riskier credit card productsand is focused on its core charge card offering . Its extensive investmentin its brand through advertising , loyalty programs , sponsorships , andkey partnerships show the firm ’ s focus to solidify the brand ’ s trustedand premium image and to maintain the brand ’ s iconic status . 2326 United StatesBeverages 13 , 7063 % Pepsi is a brand on the rise . In the past year , it went through acomplete design refresh of its entire product line in an effort to spursales . It also introduced new , limited edition products such as PepsiNatural and Pepsi Throwback – products made with the naturalsugars of the 1970 s . Its new campaign , “ Refresh Everything ” hasbeen incredibly successful as well , creating buzz in the U . S . This andthe introduction of Pepsi Raw indicate that Pepsi is doing all it can tocatch up to Coke by raising the innovation stakes . 2423 United StatesComputer Software 13 , 699 - 1 % Oracle has seen more category leadership as it beats out competitorsin application sales and new software license revenues . With therecent purchase of Sun Microsystems , Oracle also acquired MySQL , and entered the hardware category . Its partnership with HP on anew database machine puts Oracle on track to steal market sharefrom both Microsoft and IBM . As Oracle invests US $ 3 billion a yearin R & D , its future success looks promising . 2528 SwitzerlandBeverages 13 , 3172 % Nescafé , which was founded in the 1930 s , still continues to growsales today – quite a feat given the recessionary conditions andpressure from private label store brands in this very mature category . That said , Nescafé generates most value from its high margins , notnecessarily growth . The brand has approached the challenging marketas an opportunity , increasing ad spend by six percent to consolidatethe customer relationship when media was cheap . Additionally , Nestlé is dedicating resources to a new campaign for its flagshipbrand addressing price , taste , and bean quality . Recently , it has evenmade aggressive moves to target a new competitor in instant coffee , Starbucks VIA . 2629 United StatesSporting Goods 13 , 1794 % Instead of cutting back like many of its competitors , Nike has donewell by staying the course and moving ahead with big strategicplans – a move that served it well in the last recession when it thenpulled out ahead of industry leader , Reebok . This year , it unveileda line of eco - friendly products , which aim to use sustainable , recyclable materials . Ultimately , the move should translate intobetter profit margins for the future . While there have been layoff stwice this year – the first time since 1998 – indicating problemswith the cost structure during the downturn , Nike is still far aheadof its closest competitor , adidas . 2731 GermanyComputer Software 12 , 106 - 1 % With the launch of its new global campaign , “ It ’ s time for a clear newworld , ” SAP is focusing its message on the visionary and powerfulreal - time role that its software plays in business partnerships . Having reported heavy investments in R & D for 2008 , SAP must keepits promise clear and its product stronger in an increasinglycompetitive market where many are vying for its longstandingcustomer base . SAP is doing well by continuing to invest in theirbrand as a strategic asset during this economic crisis . 2835 SwedenHome Furnishings 12 , 00410 % Despite tightening wallets , IKEA sales are up seven percent year onyear . Now that more people are opting to spend more time at home , IKEA has taken a new lease on life . It also remains truly popularonline . ( IKEA websites are among the most visited , attracting around 450 million visits a day . ) Customers still camp out before a new storeopening . This year , IKEA continued to diversify and launched a pay - as - you - go mobile phone service in cooperation with T - Mobile that is 25 percent cheaper than similar pay - as - you - go offers . 2925 JapanConsumer Electronics 11 , 953 - 12 % Sir Howard Stringer has his hands full trying to turn around Sony ’ sperformance . The appreciation of the yen and the decline of Japan ’ sstock market have not helped sales , but the problems for Sony runmuch deeper than the economy . Competitors have surpassed itsmarket share in almost every category that it once dominated . A dinosaur compared to its peers , Sony must make a major shift . The few bright spots for Sony this year include the eco - Bravia andStringer ’ s revamp of his management team to include fresh , young talent . 3033 United StatesAlcohol 11 , 8333 % Budweiser has not been entirely immune ( Budweiser and Bud Lightboth saw losses in market share despite a growth in volume ) , but hasfared well through the crisis . It focused on building its value globally , particularly in Asia Pacific , with a football tie - in campaign inVietnam . As China is now the biggest beer market in the world , Budweiser is building its sales network . It just successfully launcheda new product in the U . S . and Canada , the Corona competitor , BudLight Lime . Although the product ’ s lasting success is unclear , Budweisershould continue to perform well in the future . 3130 United StatesTransportation 11 , 594 - 8 % With less trade , there are fewer parcels going around . The flow ofgoods declined as protectionist tendencies in crisis boosted regulatorybarriers . As a result , UPS ’ s revenues declined by 13 . 7 percent . Itwill take two years for UPS to get back to where it was last year . UPSis building a new air hub in China . The reduction of DHL ’ s presence in theU . S . is helping it ride out the economic storm with less competitionin its home market . Despite a decline in profits , UPS still invested inits brand . It spent about US $ 200 million on ads , sponsored the PGAEurope , and focused on its UPS YouTube channel and other e - media . 3227 United KingdomFinancial Services 10 , 510 - 20 % Relatively resilient to the effects of the global financial crisis , HSBCwas one of the few firms to report a profit for 2008 . Despite concernsof continued subprime mortgage exposure , the HSBC brand isperforming fairly well , in part due to effective leveraging of onlineand self - service platforms and a growing exposure to emergingmarkets . Capitalizing on the weakened competitive environment , HSBC has continued to bolster its brand , delivering on its missionto be the “ World ’ s Local Bank . ” It recently completed the acquisitionof Bank Ekonomi in Indonesia , doubling its footprint in the world ’ sfourth most populous nation . 3336 JapanComputer Hardware 10 , 441 - 4 % Canon ’ s profit fell 83 percent in the first quarter due to the low salesof multifunction copy machines and printers . The decline is also dueto the stronger yen , which caused the prices of copiers and printersto increase . Despite the decline of sales , Canon launched 23 state - of - the - art digital cameras and camcorders , which were all very wellreceived . As a result , Canon emerged as number one in the DigitalSLR segment , with 54 percent market share . 3439 United StatesFood 10 , 4287 % Kellogg ’ s increased its net sales but has still felt price point pressurefrom private labels . In an effort to communicate the quality of itsbrand to cost - conscious consumers , it has turned its focus fromhealthy eating to emphasizing quality products . It introduced 151 new and updated products inspired by worldwide innovation teamsand website activity . The brand has also made several acquisitionsthat add to its product portfolio , as well as expanded the distributionof its North American cereal and snack brands with a “ direct storedoor ” delivery system to ensure prime placement at point of sale . Online , Kellogg ’ s is engaging with family - minded consumers viarecipes , coupons , and newsletters . It is also heavily promoting itspartnership with Feeding America , the largest U . S . food bank network . 3532 United StatesComputer Hardware 10 , 291 - 12 % In the first quarter of 2009 , HP dethroned Dell as U . S . market shareleader . This was due , in part , to Dell ’ s failure to fully adopt netbooksas a flagship product in timely manner . The role of brand is falling inits sector as well , as consumers focus on price and “ bang for the buck ” functionality . Still , despite losing ground to competitors , Dell ’ s trackrecord of successful branding and efforts to cater more directly toneeds of customers is allowing it to stay in the mix . Recent effortsto further target students may help rally Dell ’ s position and preventfurther losses . 3619 United StatesFinancial Services 10 , 254 - 49 % The unstable Citigroup received a government bailout of US $ 45 billion to keep the business afloat . No longer considered a leader infinancial services , Citi is in survival mode , selling off several businessesin an effort to streamline operations and focus on core competencies . The recent shedding of SmithBarney is also indicative of a shift awayfrom the financial supermarket model that Citigroup has followedfor the past decade . Citi ’ s troubles have been highly publicized , andrecent moves to increase transparency and overhaul its uppermanagement may not prove sufficient to rebuild customers ’ trust . 3737 United StatesFinancial Services 9 , 550 - 11 % As one of the only banks to return a profit in the fourth quarter of 2008 , J . P . Morgan is in a better position than many rivals . As a keyplayer in the consolidation of the U . S . financial industry , the firmhas benefited from the acquisition of Bear Stearns and the furtherexpansion of its footprint via the purchase of WaMu . These newdivisions will bolster the firm ’ s capabilities in key areas , but J . P . Morgan still faces the arduous task of digesting and rebrandingthese acquisitions . Worldwide , J . P . Morgan has entered several newmarkets in the last year , including Hong Kong and the OTC derivativesmarket in Korea . 3838 United StatesFinancial Services 9 , 248 - 10 % Like other financial services companies , Goldman Sachs is sufferingthe effects of the crisis . However , it is in a more stable position thanmany of its competitors . It recently passed the government ’ s stresstest and is determined not to take any more federal assistance . Itbeat its first - and second - quarter forecasts by significant marginsand recently repaid its TARP loan . While Goldman is moving towardrebuilding and solidifying its customer trust in the brand , the factthat it is enjoying its profits as high as they were in 2007 has had anegative impact on its consumer perception . 3940 JapanConsumer Electronics 9 , 2105 % Nintendo broadened the gaming population by offering innovativebut easy - to - play games . Wii has become the fastest - selling consoleever . It shipped more than 50 million units of the console since itslaunch three years ago . Nintendo reported that profits in 2008 werethe strongest record but said that it would struggle to repeat theperformance as sales of its two main consoles – the Wii and the DS – level off and foreign exchange turmoil destroys margins . 4044 CanadaMedia 8 , 4341 % Thomson Reuters continues on an upward path , securing leadproduct ranking in almost every business segment . While thefinancial segment of the business has not been immune to the globalrecession , its diversified portfolio of audience - specific offeringsallowed it to weather the market turmoil . It is in a strong positionfor continued growth . Thomson Reuters ’ continued investment inthe brand and strong portfolio of flagship brands is beginning to paydividends as the company continues its drive towards becomingone unified firm . 4145 ItalyLuxury 8 , 182 - 1 % In 2008 , Gucci reinforced its network of directly operated storesaround the world , a strategy that has proven successful in the past . While sales in Western Europe were mixed , a large retail presence ( particularly in Asia ) has proven to be a key asset in the currentclimate . It has also helped put an emphasis on its 90 - year history ofcraftsmanship and heritage . This year , Gucci furthered its expansionin emerging markets , where sales rose by 21 percent , strongly drivenby China . 4243 NetherlandsDiversified 8 , 121 - 2 % The Philips brand stands for a broad set of businesses in consumerelectronics , lighting , and healthcare . Its bet on generating innovativeand unique solutions for clients and consumers seems to pay offin times of economic difficulties . Consumer electronics were mostaffected over the last year , but their decline was offset , to someextent , by brand value growth in the other sectors . Philips is utilizingits brand as a central organizing principle . The company unites thebusiness under the master brand and focuses coherently andconsistently on sense and simplicity . 4358 United StatesInternet Services 7 , 85822 % The multi - department retailer is confirming why you are best offnot owning a retail footprint in a recession . Analysts say Amazon hasbenefited from the downturn in the U . S . , in particular , with strugglesat the Borders book chain and the bankruptcy of Circuit City alldriving traffic to Amazon . com . Amazon ’ s release of the Kindle andthe continued improvement of its site to enable access fromanywhere have also contributed to its upward path . Additionally , Amazon . com will begin selling e - books for reading on Apple ’ s iPhoneand iPod Touch . In the fourth quarter of 2008 , Amazon partneredwith manufacturers to reduce packaging with an eye towardssustainability . Partners include Fisher - Price , Mattel , Microsoft , and electronics manufacturer , Transcend . 4451 FrancePersonal Care 7 , 7483 % The world ’ s leading cosmetic and mass - market beauty brand continuesto grow its sales , notably strengthening its positioning in Asia asan expert in Asian skin care , and reinforcing its presence in all regionsworldwide . L ’ Oréal maintains the number one spot for hair colorants , and this year set new records for its skin care product sales . It hasconducted thousands of research tests to expand its offering to menand women of all ages and ethnicities , with L ’ Oréal reflecting this inits choice of high - profile spokespeople . 4547 United StatesComputer Services 7 , 710 - 3 % With clients holding back on major transformation programs , especially where they lead to capital investment , Accenture isstarting to feel the pinch . Its presence is limited to 52 countriesand management and IT consulting , so Accenture must evaluateits long - term strategy . This year , the business made strides in itscommitment to the environment with its achievement of ISO 14001 certification , which helps organizations better managetheir environmental impact and risk , while demonstrating theirenvironmental commitment to their stakeholders . 4646 United StatesInternet Services 7 , 350 - 8 % Despite predictions , eBay is not benefiting from the recession . Itsmarketplace business posted a 16 percent decline in the last threemonths of 2008 and faces tough competition from Amazon . com . This is linked to the discretionary nature of much of its sellers ’ inventory . To consumers , Amazon seems like a less risky place toshop . Lawsuits from luxury brands , which cost eBay US $ 32 millionto settle , have cemented its image as a channel that could benefitfrom more regulation , as opposed to a managed retail environment . Still , it remains the most popular option in the start up B 2 B world toget wide distribution at a low price with high visibility . 4748 GermanyDiversified 7 , 308 - 8 % Siemens , like other diversified brands , is struggling with the doublewhammy of the financial crisis and its impact on global infrastructureinvestment . If it has any growth to look forward to , it will come fromthe deployment of state assisted eco / progressive investment projects . Siemens has also lacked communication of the core brand idea . Additionally , it does not have any clear sustainability strategy , whichlimits its potential . While the brand has made moves to correct this , like investing in ISE Corporation , which provides environmentallyfriendly hybrid technology for heavy - duty commercial vehicles , itfaces fierce competition from businesses like GE . This year , its investmentof US $ 15 billion in the intellectual foundation of the company , including new products , training , marketing , and programming mayserve it well . 4856 United StatesFood 7 , 2449 % Although category competition is heating up as lower - price privatelabels gain strength , Heinz reported a 12 percent increase in saleslast year . The brand is focusing on a customer - centric health andwellness model , developing healthier products , eliminatingbisphenol A from packaging , and taking advantage of consumersdining at home . In 2008 , emerging markets accounted for 25 percent of Heinz ’ s growth , as it promoted flagship products , suchas Heinz Ketchup , in Asia . The brand reports a long - term plan toincrease marketing spend as it widens its consumer base . 4949 United StatesAutomotive 7 , 005 - 11 % Ford has seen revenues decreasing , despite early efforts at reinventingitself . It hopes to become what Chairman William Ford Jr . callsa “ global , green , high - tech company . ” Like the other Detroit “ BigThree ” it was forced to restructure its brand portfolio by selling weakbrands , but did not succeed in finding a buyer for Swedish carmakerVolvo . Unlike Chrysler and GM , it was able to avoid filing for Chapter 11 . Despite its embattled business , Ford courageously launched oneof the most aggressive vehicle electrification programs in the industry . By 2012 , it plans to produce at least four high - mileage vehiclesthat will use the newest forms of battery technology in a family ofhybrids , plug - in hybrids , and battery - powered vehicles . The move togreen will take a long time and it remains to be seen if the consumercan be convinced that this is more than just greenwashing . In themeantime , Ford pushed forward its plans of introducing Europeancompact models like the Fiesta to the U . S . in order to adapt quicklyto the changing consumer needs . 5062 SpainApparel 6 , 78914 % Throughout the downturn , the Spanish clothing chain ’ s revenuehas continued to increase . Unlike competitors , Zara does not havean issue with product life cycles , as it has an extremely efficientturnaround of new products . It is also getting a lot of credit from themarket and analysts for its innovative logistics system , which allowsit to get product from design to shelf months faster than competitors . The brand is gaining more of a leadership position right now , too , due to its low price for the latest trends perception . The enigma isthat Zara is not a big advertising spender and instead builds awarenessthrough word - of - mouth and retail presence . 5161 United StatesFood 6 , 73110 % Wrigley has seen most of its growth come from foreign markets , with more than 60 percent of sales coming from outside of the U . S . Orbit varieties are on a continuous flavor rollout , with new flavorsadded or cut each year based on consumer feedback and buyingpower . This year , Wrigley has embraced the fruit flavored gumtrend , working to introduce a new line of its signature Extra brandalong with the launch of Orbit Mist . It also continues to promote itsbrands as part of a healthy lifestyle , with a website feature sectioncalled “ Benefits of Chewing . ” Under the new ownership of the Marsumbrella of brands , Wrigley will take on the non - chocolate confectionarybrands , including Skittles , Starburst , Tunes , Lockets , Rondo , Kenman , Swinkles , and Lucas . 5257 United StatesPersonal Care 6 , 5502 % Colgate boasts a 10 percent revenue increase in its oral , personal , and home care categories . Despite price point and generalcompetitor pressure , Colgate reports that its toothpaste has gainedmarket share in countries including the United States , Mexico , Brazil , and China , with record equity in the U . S . for whitening toothpastes . Colgate continues sponsorship of dental conventions and dentalprofessionals to promote its image as the reference brand for oralhealth products . 5355 FranceFinancial Services 6 , 525 - 7 % AXA has made great efforts to stabilize its business by consolidatingand restructuring across the globe . This has resulted in a newfinancial advisory and insurance service , Bluefin , which integratesa number of AXA - backed companies , and the rollout of a newcorporate communications strategy . In addition to streamlining itsportfolio , AXA is currently in a watching - and - waiting mode as it triesto reassess its long - term goals and restore consumer confidence . Accordingly , the brand has not entered any new markets . 5452 United StatesMedia 6 , 523 - 9 % MTV is synonymous with youth and change . The brand is attemptingto stay fresh and relevant to its target customers by drawing realtime online audience insights with the help of new partner , Collective Intellect . A slate of new programming targeted at themillennial generation aims to turn around the network ’ s recentratings decline , and reestablish the brand ’ s connection with its coreaudience of 12 - to 34 - year - olds . MTV continues to invest in newmedia , with offerings like its “ MTV soundtrack ” site , which lists allsongs that air on the network ’ s shows , and offers the opportunity topurchase them direct from iTunes . The brand has bounced back fromslumps in the past – although continued and lasting success this timewill depend on whether or not its innovations resonate with today ’ sincreasingly fickle youth . 5553 GermanyAutomotive 6 , 484 - 8 % Due to its wide market coverage , Volkswagen has benefited fromgovernment incentive schemes around the world . The questionremains as to how well a car company can maintain demand andservice its heavy borrowing and capital requirements . Possibleintegration with Porsche poses serious risks to management focusgiven the identification of cost saving synergies drawn from thecombined group , which may impact the customer experience . Withthese sources of uncertainty , the brand has been marked down . Still , it has a strong position in markets like China and Brazil and hasannounced its intent to become the number one carmaker worldwidein sales volume by 2018 . There are signs that the road aheadlooks good too . The Tiguan SUV success story confirms that , despitebeing a latecomer in the small SUV segment , its quality vehiclesmeet customers ’ taste like no other . Volkswagen is keeping pace innew driving technologies as well . With its BlueMotion program andits LPG and EcoFuel engines , it already offers a fuel - efficient concept . 5659 United StatesComputer Hardware 6 , 4311 % There has been a slowdown in office equipment sales , but Xerox ’ smoves to cut costs put it in a good position early on . But competitorsare facing the same challenges . As the category leader , Xerox is stillassessing and attacking challenges before they arise . Xerox justintroduced a new series of printers for enterprise customers thatare built around a novel , environmentally friendly technology that iscleaner , costs less , and is more reliable . 5742 United StatesFinancial Services 6 , 399 - 26 % The financial crisis hit Morgan Stanley ’ s brand leadership position . Despite a strong performance in core business segments , the firmhas reported two consecutive negative quarters . Morgan Stanley ’ smove to form a joint venture with SmithBarney shows leadershipfocus on reformulating strategy . It is to be seen if and how quicklyMorgan Stanley can recapture some of the brand strength it has lost . 5863 SwitzerlandFood 6 , 31913 % The world ’ s largest food company keeps moving ahead by maintainingfocus on global growth and development . Doing so has kept itsbrand top of mind for consumers . One of the top worldwideadvertisers , Nestlé is also the leader in food safety and quality . Itvoluntarily pulls products off the shelves when it doesn ’ t feelstandards have been met . In developing countries , Nestlé launchedhealth , water , and nutrition initiative in partnership with governmentsand NGOs . Nestlé recently opened an R & D center focused onhealth in China , and new African headquarters in Kenya . 5960 FranceLuxury 6 , 040 - 5 % Chanel is expecting some small growth in 2009 , although the realitiesof the market have stunted some of its innovative marketingambitions . For example , Chanel ’ s Mobile Art Pavilion , an exhibitionof 50 artworks inspired by Chanel bags that garnered much attention , was called off early due to the economy . Additionally , the brandstill suffers for its popularity among counterfeiters . Chanel remainsthe top counterfeit brand in South Korea . However , like other luxurybrands , Chanel ’ s history and heritage helped it remain relativelystable – and familiarity with the brand is likely to explode after therelease of the biopic Coco avant Chanel starring Audrey Tautou . 6066 FranceFood 5 , 96010 % Innovation and expansion continue to grow sales for the global foodand beverage powerhouse . The leader of fresh dairy ( Danone alsoholds the number two and number three positions for bottled waterand medical nutrition respectively ) boasts 20 percent market shareworldwide . Decline in dairy sales is a risk for the brand , but Danonestays focused on high performing brands like Activia and Actimel , with baby food and medical nutrition bolstering profits . Danonelooks poised for more global reach , having recently raisedUS $ 4 . 3 billion – its first capital increase in 22 years . 6164 United StatesRestaurants 5 , 7223 % KFC continues to prosper across Asia , with expanding markets inChina and Japan contributing to its gains . Its healthier offerings havealso received a fair share of attention this year in the U . S . However , not only did the launch of its Kentucky Grilled Chicken meal becomea PR disaster when it could not supply enough coupons to meetdemand , but the move towards grilled chicken also risks potentialconfusion about a company dedicated to offering fried chicken . 6270 GermanySporting Goods 5 , 3976 % Adidas has held up well in the downturn by focusing on innovationand exclusive adidas technology . Some of its popular , newer productsinclude the Supernova Sequence 2 , which reduces impact and forcespronation velocity . Other new products include ClimaCool , a materialthat helps maintain an athlete ’ s body temperature at a desired 37 degrees , and its co - branding effort with Vespa . Additionally , adidasdeveloped a new fashion line , adidas SLVR , and its Originals linecelebrated “ 60 Years of Soles and Stripes ” at Milan Fashion WeekSpring / Summer 2009 . This year , adidas strengthened its profile infast developing markets in Asia , Europe , and Latin America . Adidas isparticularly growing in China where it is on track to generate overUS $ 1 billion in sales by 2010 . 6373 CanadaConsumer Electronics 5 , 1387 % RIM continues to lead the U . S . smartphone market with theBlackBerry brand . It is first in smartphones globally with around 16 million subscribers worldwide – double from the previous year . Overall , BlackBerry must continue to innovate and push its productline to compete with Apple from a brand standpoint . BlackBerryhas made a more compelling case in the past year , and has likelyelevated the role that brand plays . BlackBerry continues to be thebusiness phone of choice . 6465 United StatesInternet Services 5 , 111 - 7 % Through Jerry Yang ’ s failed tenure , Yahoo ! showed its cards and lostits leadership . Yahoo ! reported a net loss of US $ 303 million , or 22 cents a share , compared with a profit of US $ 206 million , or 15 centsa share , a year ago . As a result , Jerry Yang had to retire as Yahoo ! CEOand the company was forced to lay off employees . In the next year , Yahoo ! needs to provide consumers with a compelling case as to whyit is relevant . Its recent partnership with Microsoft Bing looks likea move in the right direction . The deal should accelerate the paceand scope of Yahoo ! ’ s innovation and give Google a run for its moneyby combining both companies ’ complementary strengths , creatingbetter searching , and improving value for advertisers . 6567 GermanyAutomotive 5 , 010 - 7 % Audi ’ s vehicle sales jumped about four percent and its net profitincreased 30 percent this year . It sold one million cars in a year forthe first time in the company ’ s history . By 2015 it wants to becomenumber one in the premium segment and surpass its competitors , BMW and Mercedes . To strengthen its market position , it introduceddiesel - powered vehicles in the U . S . It continued to complete itsmodel range and plans to launch an even smaller SUV – as well asthe A 1 and A 2 in the compact segment – to target buyers of smallerand efficient vehicles and SUVs . While others are cutting backmarketing efforts , Audi increased its advertising budget in the U . S . , spending 20 percent more than during the previous year . Nevertheless , the long - term outlook for Audi , in this premium and highlydiscretionary segment , is not all good news . Pursuing a strategyof range and capacity expansion in a climate of falling demand andoversupply , especially in its German heartland , represents a significantrisk to the value of the brand . 6668 United StatesDiversified 5 , 004 - 5 % Caterpillar has become a bellwether for decline but also recovery . Its business is very much tied to Europe and the U . S . where there aredeclining markets . The company posted surprisingly good numberslast quarter after reducing workforce costs , but its revenue is stilldown . The question is whether the brand can successfully leverageits strong Western presence and begin to capture emergingopportunities . It has already made efforts to expand into China , aswell as other regions , so it has laid the ground work for growth . 6769 United StatesPersonal Care 4 , 917 - 7 % Product line simplification is pushing Avon into a “ less is more ” product proposition . Avon struggles to innovate and gain marketshare against higher - ranked L ’ Oréal , but its growing sales force ( withformer employees from other struggling industries ) adds strength toits direct selling channel . Avon has increased advertising investment , and supported product launches and charity causes with continuedcelebrity endorsement . “ Smart value ” is Avon ’ s angle on innovation asit picks up revenue in Latin America and China . 6871 SwitzerlandLuxury 4 , 609 - 7 % There ’ s no doubt that luxury watch sales are suffering . Clothing andaccessories have proved more durable during this recession , butjewelry , in particular , is suffering due to the fact that it ’ s a morecostly purchase that can be postponed . Still , despite decreasingsales , Rolex continues to invest in its brand through sponsorshipslike Wimbledon . It also avoided the risk of compromising theintegrity of its brand through price drops by personally purchasingback inventory from dealers who struggled to sell Rolex watches . The move puts Rolex in a good position . Its short - term losses arelikely to be countered with a steady recovery . 6972 Republic of KoreaAutomotive 4 , 604 - 5 % Hyundai has polished its image over the last year with ambitiousproduct launches and high - visibility marketing efforts . The Genesis , which launched in Korea and the U . S . , supported by three SuperBowl advertising spots , is the brand ’ s first US $ 30 , 000 - plus sedan . The hugely successful “ Assurance ” campaign , built around a promiseto buy back a new Hyundai from a customer if they lost their job , wastruly innovative and struck a chord with the market in the midst ofthe economic downturn . Hyundai has ambitious plans to leapfrogToyota in green technologies in the U . S . market by 2015 , in hopesthat this strategy will win a loyal audience . Its global sponsorship ofthe upcoming 2010 World Cup in South Africa will continue to buildawareness and familiarity . 7076 FranceLuxury 4 , 5981 % Leather goods – the brand ’ s archetypical offering – are holding up relativelywell in the recession . However , Hermès ’ strong performance inleather , accessories , and scarves was offset by weaker performancein perfumes , watches , and tableware . In line with the category asa whole , the Asia Pacific region is driving Hermès ’ performance , while sales in the Americas are on the decline . Store openings andrenovations are taking place in 2009 , especially in Asia . In an effortto diversify , Hermès has signed an agreement with a luxury yachtdesigner to help develop innovative projects in the yachting world . 7174 United StatesPersonal Care 4 , 404 - 5 % Kleenex maintains overall performance , increasing sales by 30 percent in developing and emerging markets and diversifying itsconsumer participation campaigns . With lower price competitorsand private labels angling to gain market share in current economicconditions , Kleenex is asking consumers to “ Feel the difference . ” The brand synonymous with its product used proprietary technologyto increase softness and strength and create a new product : KleenexFacial Tissue with Lotion . It plans to extend this into other productsin the Kleenex portfolio . Kleenex also reminded consumers why “ It feels good to feel ” by launching its largest sampling campaign , in - store , in - home , and online with user - generated “ memories ” anddesigns . Additionally , it is developing visual trends , which matchpatterns and textures to consumers ’ lifestyles . 7241 SwitzerlandFinancial Services 4 , 370 - 50 % UBS has been hit hard on all fronts . It is buckling under the weight ofpoor financial performance and an international tax conflict . Despiteassistance from the Swiss government , the bank has not investedmoney in supporting the brand . Brand trust and attachment isconsequently lower than ever . Recent developments resulted in theloss of key talent to rival institutions . Even if UBS manages to regainstability , it will have a difficult time rebuilding trust in the brand . 7350 United StatesAutomotive 4 , 337 - 43 % The credit crisis has significantly dampened sales even of an iconicbrand like Harley - Davidson . Revenues fell for the second consecutiveyear . While sales growth in particularly bouyant markets like LatinAmerica helped , a 13 percent sales plummet in the U . S . hit hard . The company continues to focus on reinforcing its heritage , whichremains strong , by opening a Harley - Davidson Museum inits hometown of Milwaukee to coincide with the 105 th anniversaryof the company , and creating a 1940 s inspired Cross Bones bike . Ithas also been making strides to appeal to younger customers , withthe launch of the Iron 883 in January ( with a suggested retail priceunder US $ 8 , 000 ) and the Dark Custom . 7475 GermanyAutomotive 4 , 234 - 8 % Porsche announced its best business performance in its history in 2008 , with sales in China jumping a whopping 90 percent , despitea decline in sales in the U . S . and Germany . It continues to introducenew models , with plans to appeal to a wider , more family - orientedaudience through its launch of the first four - door in the company ’ shistory . But there are always risks when diversifying a luxuryperformance automotive brand into , for example , the “ family ” segment . Porsche has seen unrivaled success with its Cayenneconcept , but the question remains as to whether , in the long - term , value growth will come from new vehicle innovation or turningattention to the development of the core 911 offer . 7578 JapanConsumer Electronics 4 , 225 - 1 % Despite harrowing market conditions and a high yen contributing toa net loss of US $ 4 billion for fiscal 2009 , Panasonic looks positionedto emerge strongly when the economy turns . 2008 saw the companygain access to advanced battery and solar technologies in acquiringa majority stake in rival Sanyo ( it ’ s currently unclear whether theSanyo brand will be subsumed into Panasonic ’ s ) and consolidate itsNational range under the Panasonic brand . Panasonic also enhancedits product eco - credentials captured by the internationally renowned “ eco ideas ” strategy and recognized by the Global 100 Most SustainableCorporations project . Panasonic continues to pursue strategiestargeting the new middle classes in emerging markets and i n frastructuraltechnologies in a bid to fend off lower - cost competition . 7680 United StatesLuxury 4 , 000 - 5 % Tiffany ’ s sales declined most significantly in its U . S . stores , and toa lesser degree in Asia Pacific and Europe . This has prompted a coststructure review . The brand continues to receive support , with newstores opening worldwide and the launch of a US $ 94 , 000 diamondcell phone . It seems the brand may be trying to move away from itsposition of “ affordable luxury , ” and positioning itself as more premium . 7779 SwitzerlandLuxury 3 , 968 - 6 % Cartier ’ s loyal high - end consumers have left the brand in relativelygood shape during the recession . Now , in an effort to capture theinterest of a younger audience as well , Cartier has become one of thefirst luxury brands to embrace social networking sites . The brand ’ sMySpace website features exclusive songs from artists such as LouReed , Marion Cotillard , and Phoenix . Cartier also focused onsustainability efforts with the launch of its “ Love Charity ” bracelet . A portion of the sale of each bracelet will be donated to ActionAgainst Hunger . The international , non - governmental , non - religious , non - profit organization tackles hunger in 43 countriesworldwide and seeks to alleviate childhood malnutrition . 7877 United StatesApparel 3 , 922 - 10 % Economic conditions have forced Gap to make serious priceconcessions . Gap ’ s cheap chic is not cheap enough , especially incomparison to Target , Carrefour , or Wal - Mart . Meanwhile , the brandcontinues to lose ground to brands that have bigger ideas , particularlyZara . In the first quarter , 2009 sales were down 12 percent from 2008 , leading to 53 store closures in the U . S . Gap ’ s brand architecture isalso dissolving as functional benefits begin to outweigh brand benefits . 2008 ’ s launch of a universal website which allows customers topurchase from Old Navy , Banana Republic , and Gap in one shoppingcart , with one shipping fee , has led to one diluted brand experience . 7981 United StatesRestaurants 3 , 876 - 5 % Pizza Hut fared well with the increased emphasis on value . This isprobably due to revisions of the menu to include value products , aswell as differentiated products like pasta and wings . Pizza Hut hasalso updated the look of its locations to reflect the expanding menu . It has even branded some stores as “ The Hut , ” removing Pizza fromits name on boxes and store signs . The question is whether this willprove to be a good move or one that compromises the core offeringof the brand . 8092 United StatesPersonal Care 3 , 8477 % Reassurance and trust have become more important positioningequities for Johnson & Johnson this year , and the brand is focusingon relaying this through its messaging . Further integration withPfizer has allowed the brand to increase its range of products and toactively promote health . The official healthcare sponsor of the 2008 Summer Olympics has increased sales in all geographic andinternational regions : it holds leading positions in nine of the 15 major categories in which it competes . 8182 GermanyFinancial Services 3 , 831 - 5 % Despite the sale of Dresdner Bank at a significant loss , Allianz ’ s financialservices segment still managed to contribute a small net profit inthe first quarter . The bank reports that it doesn ’ t require governmentaid , and a return to its core offerings last quarter has also fosteredfavorable investor perception . Currently Allianz has plans to expandits offerings and market by moving into the aviation insurance marketin Australia and New Zealand , widening its life insurance productsinto China , and venturing into asset management in India . 8283 FranceAlcohol 3 , 754 - 5 % Consumers ’ switch to cheaper champagne or even cheaper sparklingwines and prosecco , particularly in the developed world , has hurtMoët & Chandon . Still , the brand has continued to invest in itsimage . While it cut its media spending in 2008 , it has leveraged itsrelationship with the film business by sponsoring film festivals andbecoming the official partner of the Academy Awards . It has alsoattached a face to the brand for the first time in the form of moviestar Scarlett Johansson . 8384 United KingdomEnergy 3 , 716 - 5 % BP has tried to position itself as the greenest among the traditionalbig oil companies and has invested US $ 8 billion in biofuels andrenewable energy in the last five years . Newly branded products likeInvigorate , an additive formula that helps clean and protect engines , and the Solar Sail BP demonstration project in China , a sciencecenter powered by solar energy , have all helped boost BP ’ s “ green ” perceptions . A 2008 study shows that BP tops all other brands in thecategory . Overall , like Shell , the market is driving the brand ’ s fall inprofit . Its profit has fallen 18 percent . 8489 United KingdomAlcohol 3 , 6983 % Smirnoff continues to be the global vodka of choice . In 2008 , it sawan eight percent volume increase and a 12 percent sales increase . It remains one of most marketed spirit brands in the world . Itincreased its marketing budget in its home country of the U . K . substantially in 2008 . Smirnoff also saw success by linking its premiumBlack Label brand to the James Bond film Quantum of Solace . WhileSmirnoff still generally relies on the sale of its original vodka , it has been trying out moves to taste infused vodkas as well . 8588 United StatesConsumer Electronics 3 , 563 - 3 % The private label trading - down effect has negatively impactedDuracell , signaling that the brand is having trouble retaining itsattraction to customers who instead go with price as the majordecision - maker . Duracell has combated this with a new adcampaign “ Trusted Everywhere , ” that shows how its product islinked to a heritage of safety , trust , and high performance . Duracell has also announced a new USB Auto Charger that fitsalmost entirely inside the DC outlet of a car or other vehicle . The charger includes three different connectors to work witha myriad of different devices . 8698 GermanyPersonal Care 3 , 5575 % The “ Most Trusted Brand 2009 ” in 16 European countries , accordingto Reader ’ s Digest , continues to demonstrate an ability to adapt tocustomers ’ needs . This year , it saw success with its relaunch of itsmen ’ s products , which it updated with a modern and streamlinedpackage design . It also updated its NIVEA Visage line , targeted atgirls age 13 - 19 . NIVEA continues to reach out to consumers directly , getting them to test new products and help improve productsthrough market research . It also focused on expanding into fastdeveloping markets , having just inaugurated a new productionplant to manufacture body care products in Shanghai . The factorywill manufacture products that are specially developed for the Asianmarket , such as NIVEA for Men , NIVEA Body , and NIVEA Visage . 8791 ItalyLuxury 3 , 530 - 2 % Prada , like many luxury brands , is investing in new store openings incities around the world in an attempt to maintain a relationship andcreate an emotional connection with consumers through a retailfootprint . It is also pulling out all the stops to tempt customers insideits doors . Recently , it invited the world ’ s most reputable stylists torevamp its stores in key cities such as London , New York , Milan , andParis . So far , its efforts have kept the brand relatively stable . 8893 ItalyAutomotive 3 , 5270 % The economic environment has had far less impact in the premiumsports car segment than the mass segment . People buying somethingas high - end as a Ferrari are likely to purchase it regardlessof the economic climate . Revenues increased 15 percent , profit wasup 28 percent , and vehicle delivery increased 1 . 3 percent from 2008 . North America remained Ferrari ’ s biggest market but sales were upin all regions including Eastern Europe , Japan , and China . Ferrarilaunched two new models in 2008 . One was the California , thebrand ’ s first coupé - cabriolet model . Ferrari also opened new brandstores in major international cities . Still , with pressure on luxurymarkets the world over , wealth moving from West to East , and newniche automotive brands joining the fray , the long - term marketoutlook for Ferrari is changing , even if its value remained relativelystable . 8994 ItalyLuxury 3 , 303 - 6 % Following others in the sector , Armani is investing significantly innew store openings , including the unveiling of a flagship store inNew York . Armani is also diversifying into luxury hotels and resortswith a partnership with Emaar Properties . While the tiered lineswithin The House of Armani ( Emporio Armani , Giorgio Armani , Collezioni Armani , and the fast growing Armani Exchange ) appealto varied audiences at a number of different price points , thediversification sets Armani up for the risk of brand dilution , especiallyduring a recession . 9085 United StatesRestaurants 3 , 263 - 16 % After 16 years of continuous growth , Starbucks is running out ofsteam . This year was met with more than 800 store closings andthe deepest cost cuts in its history . Nearly 30 percent of Starbuckscustomers are going less frequently than in the past . 84 percentcited economic reasons . In reaction to new competition from value - focusedcompetitors like McDonald ’ s and its McCafé , Starbucks hasattempted to introduce products focused on value . For instance , Starbucks launched VIA , a new instant coffee , to be sold in Starbucksat lower prices . It also tried out breakfast foods . However , whileproducts such as these may help stimulate Starbucks growth in theshort - term , they ’ ve also contributed to a diluted brand image . It is too soon to tell how the return of founder Howard Schultz willimpact the brand in the future . 91 NewFranceFMCG 3 , 235 NewThanks to innovation and its partnership with celebrities , Lancômehas regained relevance . As a French brand it has an image of qualityand exclusivity . In the past year , Lancôme saw growth in emergingmarkets . In Russia , nine out of 10 women know the Lancôme brand . The Rénergie line reinforced its position as an anti - aging skin carespecialist with strong growth , particularly in Asia . The brand also hitthe headlines with the launch of Ôscillation , the first - ever vibrating “ power mascara , ” which proved an unprecedented success . Thearrival of the artist Aaron de Mey as artistic director for make - up ( theman who spearheaded the first Pink Irreverence collection ) markeda new era of creativity . 9297 NetherlandsEnergy 3 , 228 - 7 % The economy has put pressure on Shell , which has declined sevenpercent in brand value . Choice has been driven by its proximity toconsumers and less by affinity to the brand . However , while not ahigh role of brand business , what Shell does it does well . At theconsumer end of its organization , it operates one of the world ’ slargest fuel retail networks with approximately 46 , 000 servicestations in more than 90 countries worldwide . In places like theU . S . , the Middle East , and China , the brand stands for innovationand new fuel choices ( e . g . , V Power ) . Although Shell is making someefforts to improve its reputation , including investing in developingbiofuels , it lags behind competitors . Also , because its downstreambusiness continues to be most profitable , it is still greatly focused onoil and natural gas exploration . 93 NewUnited StatesRestaurants 3 , 223 New * Burger King ’ s strategy to expand its restaurants around the world , as well as its recent product and marketing innovations , have beenprofitable . It stretched the brand into a new format , launching theWhopper Bar , a smaller footprint concept celebrating Burger King ’ siconic burger where customers can customize their sandwich . Basedon global consumer insight , the Whopper Bar corresponded well toexpectations and captured the attention of a broad audience , anddelivered on the “ Have it Your Way ” brand promise . This year , BurgerKing also succeeded in increasing its awareness and positioningamong young consumers by using web advertising to present itselfas a relevant and cheeky alternative to McDonald ’ s . While McDonald ’ sis becoming the conventional fast food for family , Burger King isbecoming the nonconformist ’ s fast food of choice . 94100 United StatesFinancial Services 3 , 170 - 5 % With the advantages of a pay - as - you - go lifestyle , there is a surgingpopularity of debit card use by American consumers . Visa is wellplaced to capitalize on the growth , as it controls two - thirds of theU . S . debit card market . Total cards carrying the Visa brand rose 10 percent globally to 1 . 7 billion over the previous year . Additionally , Visa surged ahead of Mastercard and Capital One in consumer trust . In March 2009 , the company unveiled its first global advertisingcampaign , titled “ More people go with Visa , ” reflecting the company ’ sevolution to a single , global company . 95 NewUnited StatesComputer Software 3 , 161 NewAdobe achieved record revenue and double - digit growth for the sixthconsecutive year . Adobe has grown through stretching its brand intonew areas , adapting to its consumer base and attitudes . Brandpreference is increasing as sales slump . This is evidenced in the adoptionof new innovations such as Adobe AIR , which had 100 million downloadsin its first year , and the success of Adobe TV , which debuted inApril 2008 to more than 1 . 5 million views in two months , with videocontent designed to educate and inspire creative professionals . Adobehas managed to command more than 80 percent market share foronline video , due to its ubiquitous Flash software used by YouTubeand the majority of other online media sites . The Adobe MediaPlayer , which launched in April 2008 with content from CBS , MTV , PBS , and Scripps Networks , will help maintain its position at the top . Adobe is also spending more and more on its ad campaigns , whichoften showcase user - generated content . 9690 JapanAutomotive 3 , 158 - 12 % Despite a decrease in sales in the U . S . and Europe , Lexus is still thenumber - one - selling luxury auto brand in the U . S . and the marketleader for hybrid cars in the premium segment . Its success is builton a strong reputation for quality and price points that are lowerthan other European imports . In Europe , sales performance wasweak due to its lack of diesel - powered models in the range ( unlikeBMW and Mercedes , both offering highly popular diesel engines ) and the fact that its cars are still sold through Toyota showrooms . Going forward , Lexus is actively trying to move away from its staidimage by positioning itself as high performing , sporty , and exciting . To do this , it has launched a new “ F ” range ( which stands for “ Flagship ” ) . The first model is the sporty Lexus IS F which retails forUS $ 56 , 000 . Several more F models are in the pipeline , includinga luxury sedan and an SUV - wagon crossover . The success of thisinitiative remains to be seen . 97 NewGermanySporting Goods 3 , 154 NewPUMA put its best foot forward to compete against Nike and adidas . It has diversified and expanded its range with its new fragrance , Urban Motion , and a new women ’ s PUMA sailing line . Taking cuesfrom adidas , which enlisted Stella McCartney ’ s design efforts , PUMA ’ s collaboration with Alexander McQueen received buzz . Recently , it took this a step further with its acquisition of the HusseinChalayan fashion label . Chalayan , who won Best British Designerof the year twice , will supervise the creation and design of PUMA ’ sSportfashion collection . 98 NewUnited KingdomLuxury 3 , 095 New * Burberry has continued to tap into new markets . It just launched itsfirst children ’ s wear stores in the U . S . and a new headquarters in NewYork on Madison Avenue . Likewise , sales rose not just in the U . S . , butalso in Asia Pacific , the Middle East , and Africa . Burberry ’ s enhancedfocus on denim represents an attempt to diversify by attractinga younger and trendier customer . While sales driven by a strongincrease in the outdoor and accessories categories grew enough tosecure it a place in this year ’ s rankings , discounted products havelargely driven Burberry ’ s profits , which can undermine the equitybuilt up in the brand . 99 NewUnited StatesLuxury 3 , 094 New * The brand ’ s lifestyle appeal continues to allow it to develop andexpand products across price tiers and markets without dilution . Although some may deem Polo Ralph Lauren ’ s role as the officialoutfitter of the U . S . Olympic team as more elitist than athletic , sponsorships such as this and Wimbledon help to build the brand ’ simage globally . This year also saw the launch of an iPhoneapplication that lets users experience the glamour of the RalphLauren Collection by allowing viewers to look behind the sceneswith its backstage pass photo gallery . 100 NewUnited StatesFMCG 3 , 081 New 국가 별 로 새 자면 요 . . 캐나다 - 2 개 ( 로이터 와 블랙베리 , 언론 과 전자 산업 부문 ) 핀란드 - 1 개 ( 당연 하 게 도 노키아 , 전자 부문 ) 프랑스 - 8 개 ( 럭셔리 위주 ) 독일 - 10 개 ( 붕붕이 위주 ) 파스타 - 4 개 ( 럭셔리 위주 ) 일본 - 7 개 ( 전자 산업 , 자동차 ) 네덜란드 - 2 개 ( 쉘 과 필립스 , 에너지 와 전자 산업 ) 대한민국 - 2 개 ( 샘 숭 과 횬다이 , 전자 산업 과 자동차 ) 스페인 - 1 개 ( 자라 , 의류 산업 ) 스웨덴 - 2 개 ( 진리 의 아 이케아 와 H & M , 가구 산업 과 의류 산업 ) 스위스 - 5 개 ( 작 은 고추 가 맵 군요 . ... 럭셔리 산업 과 금융 의 적절 한 조화 ) 영국 - 4 개 ( 금융 과 럭셔리 등 , 재미있 게 도 스미르노프 가 영국 것 이 내요 ? 보드카 의 새 주 종국 은 영길리 인 것 인가 . .) 그리고 대망 의 미국 , 무려 52 개 . .. 각 산업 분야 에 걸쳐 골고루 나누 어 져 있 는 이 풍요 로움 . 예전 에 는 삼성 하나 만 글로벌 브랜드 100 위안 에 들어가 더니 이제 는 횬다이도 들어가 주 는군요 . 뿌듯 합니다 . 재미있 어서 한 번 퍼와 봤 습니다 . 링크 는 요기 -> http : / / www . interbrand . com / best _ global _ brands . aspx ? year = 2009 & type = asc & col = 4 & langid = 1000