TUESDAY 6 OCT 2009 12:19 PM


But annual list shows bank brands slump.

Google was the biggest climber in the latest annual ranking of the world’s most valuable global brands.

According to the annual list, produced by branding consultancy Interbrand, Google saw its brand value soar by 25% in the last year – more than any other company in the top 100. Its brand is now worth $31.98 billion.

Other technology brands also enjoyed big rises. Amazon and BlackBerry performed strongly while Apple broke into the top 20 global brands for the first time, thanks to a 12% rise in its brand value.

The top five brands in 2009 were identical to the top five of 2008. Coca-Cola led the way with a value of $68.73 billion followed by IBM, Microsoft, GE and Finnish mobile phone producer Nokia – the highest-ranked non-US company.

Unsurprisingly, banks and financial service companies made up four of the top five biggest fallers. The brand value of investment bank UBS was halved to $4.37 billion. Financial giants Citi, Morgan Stanley, American Express, and HSBC suffered double-digit declines in the value of their brands, as did JP Morgan and Goldman Sachs.

“Brands need to collect loyalty and the trust in financial services has diminished for obvious reasons,” said Graham Hales, managing director of Interbrand UK. “Some of the bank brands have been able to maintain a degree of confidence even in difficult circumstances, where others’ lack of confidence is being clearly communicated by the organisation.”

Interbrand’s survey is based on factors, including the economic earnings that a brand creates and the role that it plays in driving demand for a company’s products and services.