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Special Report: The 100 Best Brands

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Back to the August 5, 2002 Issue
SPECIAL REPORT: THE 100 BEST BRANDS
2002 Global Brands Scoreboard
The table that follows ranks 100 global brands that have a value greater than $1 billion. The brands were selected according to two criteria. They had to be global in nature, deriving 20% or more of sales from outside their home country. There also had to be publicly available marketing and financial data on which to base the valuation.


Click column heading once to reorder from highest to lowest. Click twice to reorder from lowest to highest.
2002
Brand
Rank
Brand Name
2002
Brand
Value
($Mil)
2001
Brand Value
($Mil)
Change in
Brand Value
(%)
Parent Company
1COCA-COLA 69,637   68,945   1  Coca-Cola Company
2MICROSOFT 64,091   65,068   -2  Microsoft Corp.
3IBM 51,188   52,752   -3  International Business Machines Corp.
4GE 41,311   42,396   -3  General Electric Company
5INTEL 30,861   34,665   -11  Intel Corp.
6NOKIA 29,970   35,035   -14  Nokia Corp.
7DISNEY 29,256   32,591   -10  Walt Disney Company
8MCDONALD'S 26,375   25,289   4  McDonald's Corp.
9MARLBORO 24,151   22,053   10  Philip Morris Companies Inc.
10MERCEDES 21,010   21,728   -3  DaimlerChrysler AG
11FORD 20,403   30,092   -32  Ford Motor Company
12TOYOTA 19,448   18,578   5  Toyota Motor Corp.
13CITIBANK 18,066   19,005   -5  Citigroup Inc.
14HEWLETT-PACKARD 16,776   17,983   -7  Hewlett Packard Company
15AMERICAN EXPRESS 16,287   16,919   -4  American Express Company
16CISCO 16,222   17,209   -6  Cisco Systems Inc.
17AT&T 16,059   22,828   -30  AT&T Corp.
18HONDA 15,064   14,638   3  Honda Motor Company
19GILLETTE 14,959   15,298   -2  Gillette Company
20BMW 14,425   13,858   4  Bayerische Motoren Werke AG
21SONY 13,899   15,005   -7  Sony Corp.
22NESCAFE 12,843   13,250   -3  Nestlé S.A.
23ORACLE 11,510   12,224   -6  Oracle Corp.
24BUDWEISER 11,349   10,838   5  Anheuser-Busch Companies, Inc.
25MERRILL LYNCH 11,230   15,015   -25  Merrill Lynch & Company, Inc.
26MORGAN STANLEY 11,205   NA   NA  Morgan Stanley
27COMPAQ 9,803   12,354   -21  Hewlett Packard Company
28PFIZER 9,770   8,951   9  Pfizer Inc.
29JP MORGAN  9,693   NA   NA  JP Morgan Chase & Company
30KODAK 9,671   10,801   -10  Eastman Kodak, Inc.
31DELL 9,237   8,269   12  Dell Corp.
32NINTENDO 9,219   9,460   -3  Nintendo Company, Ltd.
33MERCK 9,138   9,672   -6  Merck & Company
34SAMSUNG 8,310   6,374   30  Samsung Electronics Co. Ltd.
35NIKE 7,724   7,589   2  Nike Inc.
36GAP 7,406   8,746   -15  Gap Inc.
37HEINZ 7,347   7,062   4  HJ Heinz Company
38VOLKSWAGEN 7,209   7,338   -2  Volkswagen AG
39GOLDMAN SACHS 7,194   7,862   -9  Goldman Sachs Group, Inc.
40KELLOGG'S 7,191   7,005   3  Kellogg Company
41LOUIS VUITTON 7,054   7,053   0  LVMH Moët Hennessy Louis Vuitton
42SAP 6,775   6,307   7  SAP AG
43CANON 6,721   6,580   2  Canon, Inc.
44IKEA 6,545   6,005   9  Ikea International A/S
45PEPSI 6,394   6,214   3  Pepsico, Inc.
46HARLEY DAVIDSON 6,266   5,532   13  Harley Davidson, Inc.
47MTV 6,078   6,599   -8  Viacom, Inc.
48PIZZA HUT 6,046   5,978   1  Yum! Brands, Inc.
49KFC 5,346   5,261   2  Yum! Brands, Inc.
50APPLE 5,316   5,464   -3  Apple Computer, Inc.
51XEROX 5,308   6,019   -12  Xerox Corp.
52GUCCI 5,304   5,363   -1  Gucci Group N.V.
53ACCENTURE 5,182   NA   NA  Accenture Ltd.
54L'OREAL 5,079   NA   NA  L'Oréal SA
55KLEENEX 5,039   5,085   -1  Kimberly Clark Corp.
56SUN 4,773   5,149   -7  Sun Microsystems, Inc.
57WRIGLEY'S 4,747   4,530   5  W.M. Wrigley Jr. Company
58REUTERS 4,611   5,236   -12  Reuters Group PLC
59COLGATE 4,602   4,572   1  Colgate Palmolive Company
60PHILIPS 4,561   4,900   -7  Koninklijke Philips Electronics N.V.
61NESTLE 4,430   NA   NA  Nestlé S.A.
62AVON 4,399   4,369   1  Avon Products
63AOL 4,326   4,495   -4  AOL Time Warner, Inc.
64CHANEL 4,272   4,265   0  Chanel S.A.
65KRAFT 4,079   4,032   1  Kraft Foods Inc.
66DANONE 4,054   NA   NA  Groupe Danone
67YAHOO! 3,855   4,378   -12  Yahoo! Inc.
68ADIDAS 3,690   3,650   1  Adidas AG
69ROLEX 3,686   3,701   0  Montres Rolex S.A.
70TIME 3,682   3,724   -1  AOL Time Warner, Inc.
71ERICSSON 3,589   7,069   -49  Telefonaktiebolaget LM Ericsson
72TIFFANY 3,482   3,483   0  Tiffany & Company
73LEVI'S 3,454   3,747   -8  Levis Strauss & Co.
74MOTOROLA 3,416   3,761   -9  Motorola Inc.
75DURACELL 3,409   4,140   -18  Gilette Company
76BP 3,390   3,247   4  BP PLC
77HERTZ 3,362   3,617   -7  Ford Motor Company
78BACARDI 3,341   3,204   4  Bacardi & Company Limited
79CATERPILLAR 3,218   NA   NA  Caterpillar Inc.
80AMAZON.COM 3,175   3,130   1  Amazon.com Inc.
81PANASONIC 3,141   3,490   -10  Matsushita Electric Industrial Company
82BOEING 2,973   4,060   -27  Boeing Company
83SHELL 2,810   2,844   -1  Royal Dutch Petroleum Company
84SMIRNOFF 2,723   2,594   5  Diageo PLC
85JOHNSON & JOHNSON 2,509   NA   NA  Johnson & Johnson
86PRADA 2,489   NA   NA  I Pellettieri d'Italia S.p.A.
87MOET & CHANDON 2,445   2,470   -1  LVMH Moët Hennessy Louis Vuitton
88HEINEKEN 2,396   2,266   6  Heineken NV
89MOBIL 2,358   2,415   -2  Exxon Mobil Corp.
90BURGER KING 2,163   2,426   -11  Diageo PLC
91NIVEA 2,059   1,782   16  Beiersdorf AG
92WALL ST. JOURNAL 1,961   2,184   -10  Dow Jones & Company Inc.
93STARBUCKS 1,961   1,757   12  Starbucks Corp.
94BARBIE 1,937   2,037   -5  Mattel Inc.
95POLO RALPH LAUREN 1,928   1,910   1  Polo Ralph Lauren Corp.
96FEDEX 1,919   1,885   2  Fedex Corp.
97JOHNNIE WALKER 1,654   1,649   0  Diageo PLC
98JACK DANIELS 1,580   1,583   0  Brown-Forman Corp.
993M 1,579   NA   NA  3M Company
100ARMANI 1,509   1,490   1  Giorgio Armani S.p.A.
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