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 BusinessWeek’s 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. Take a look at our interactive list of the best brands.

Click column heading once to reorder from highest to lowest. Click twice to reorder from lowest to highest.
2008 Rank
2007 Rank
Brand
2008 Brand Value
($ Millions)
2007 Brand Value
($ Millions)
Percent Change
(in %)
Country of
Ownership
1 1 Coca-Cola66,667 65,324 2 U.S.
2 3 IBM59,031 57,091 3 U.S.
3 2 Microsoft59,007 58,709 1 U.S.
4 4 GE53,086 51,569 3 U.S.
5 5 Nokia35,942 33,696 7 Finland
6 6 Toyota34,050 32,070 6 Japan
7 7 Intel31,261 30,954 1 U.S.
8 8 McDonald's31,049 29,398 6 U.S.
9 9 Disney29,251 29,210 0 U.S.
10 20 Google25,590 17,837 43 U.S.
11 10 Mercedes-Benz25,577 23,568 9 Germany
12 12 Hewlett-Packard23,509 22,197 6 U.S.
13 13 BMW23,298 21,612 8 Germany
14 16 Gillette22,069 20,415 8 U.S.
15 15 American Express21,940 20,827 5 U.S.
16 17 Louis Vuitton21,602 20,321 6 France
17 18 Cisco21,306 19,099 12 U.S.
18 14 Marlboro21,300 21,283 0 U.S.
19 11 Citi20,174 23,443 -14 U.S.
20 19 Honda19,079 17,998 6 Japan
21 21 Samsung17,689 16,853 5 S. Korea
22 NewH&M13,840 NewNewSweden
23 27 Oracle13,831 12,448 11 U.S.
24 33 Apple13,724 11,037 24 U.S.
25 25 Sony13,583 12,907 5 Japan
26 26 Pepsi13,249 12,888 3 U.S.
27 23 HSBC13,143 13,563 -3 Britain
28 24 Nescafe13,055 12,950 1 Switzerland
29 29 Nike12,672 12,004 6 U.S.
30 28 UPS12,621 12,013 5 U.S.
31 34 SAP12,228 10,850 13 Germany
32 31 Dell11,695 11,554 1 U.S.
33 30 Budweiser11,438 11,652 -2 U.S.
34 22 Merrill Lynch11,399 14,343 -21 U.S.
35 38 Ikea10,913 10,087 8 Sweden
36 36 Canon10,876 10,581 3 Japan
37 32 JPMorgan10,773 11,433 -6 U.S.
38 35 Goldman Sachs10,331 10,663 -3 U.S.
39 40 Kellogg's9,710 9,341 4 U.S.
40 44 Nintendo8,772 7,730 13 Japan
41 39 UBS8,740 9,838 -11 Switzerland
42 37 Morgan Stanley8,696 10,340 -16 U.S.
43 42 Philips8,325 7,741 8 Netherlands
44 NewThomson Reuters8,313 NewNewCanada
45 46 Gucci8,254 7,697 7 Italy
46 48 eBay7,991 7,456 7 U.S.
47 50 Accenture7,948 7,296 9 U.S.
48 43 Siemens7,943 7,737 3 Germany
49 41 Ford7,896 8,982 -12 U.S.
50 45 Harley-Davidson7,609 7,718 -1 U.S.
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The brand valuations draw upon publicly available information, which has not been independently investigated by Interbrand. Valuations do not represent a guarantee of future performance of the brands or companies.



Data: Interbrand, JPMorgan Chase & Co., Citigroup, Morgan Stanley, BusinessWeek