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
51 51 L'Oreal7,508 7,045 7 France
52 52 MTV7,193 6,907 4 U.S.
53 54 Volkswagen7,047 6,511 8 Germany
54 47 AIG7,022 7,490 -6 U.S.
55 49 AXA7,001 7,327 -4 France
56 53 Heinz6,646 6,544 2 U.S.
57 57 Colgate6,437 6,025 7 U.S.
58 62 Amazon.com6,434 5,411 19 U.S.
59 56 Xerox6,393 6,050 6 U.S.
60 58 Chanel6,355 5,830 9 France
61 59 Wrigley's6,105 5,777 6 U.S.
62 64 Zara5,955 5,165 15 Spain
63 63 Nestle5,592 5,314 5 Switzerland
64 60 KFC5,582 5,682 -2 U.S.
65 55 Yahoo!5,496 6,067 -9 U.S.
66 67 Danone5,408 5,019 8 France
67 68 Audi5,407 4,866 11 Germany
68 66 Caterpillar5,288 5,059 5 U.S.
69 65 Avon5,264 5,103 3 U.S.
70 69 Adidas5,072 4,767 6 Germany
71 71 Rolex4,956 4,589 8 Switzerland
72 72 Hyundai4,846 4,453 9 S. Korea
73 NewBlackBerry4,802 NewNewCanada
74 70 Kleenex4,636 4,600 1 U.S.
75 75 Porsche4,603 4,235 9 Germany
76 73 Herm's4,575 4,255 8 France
77 61 Gap4,357 5,481 -20 U.S.
78 78 Panasonic4,281 4,135 4 Japan
79 83 Cartier4,236 3,852 10 France
80 79 Tiffany & Co4,208 4,003 5 U.S.
81 74 Pizza Hut4,097 4,254 -4 U.S.
82 80 Allianz4,033 3,957 2 Germany
83 85 M & Chandon3,951 3,739 6 France
84 84 BP3,911 3,794 3 Britain
85 88 Starbucks3,879 3,631 7 U.S.
86 81 ING3,768 3,880 -3 Netherlands
87 77 Motorola3,721 4,149 -10 U.S.
88 89 Duracell3,682 3,605 2 U.S.
89 91 Smirnoff3,590 3,379 6 Britain
90 92 Lexus3,588 3,354 7 Japan
91 94 Prada3,585 3,287 9 Italy
92 90 Johnson & Johnson3,582 3,445 4 U.S.
93 NewFerrari3,527 NewNewItaly
94 NewArmani3,526 NewNewItaly
95 87 Hennessy3,513 3,638 -3 France
96 NewMarriott3,502 NewNewU.S.
97 93 Shell3,471 3,331 4 Netherlands
98 96 Nivea3,401 3,116 9 Germany
99 NewFedEx3,359 NewNewU.S.
100 NewVisa3,338 NewNewU.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