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2009 Best Global Brands

by Emily Tritabaugh

Do you find yourself wondering what brands maintained their brand value during 2009 and what brands slipped? Wonder no more. Interbrand and BusinessWeek have teamed up once again to provide us with a benchmark study of the best global brands for 2009.

The complete list contains 100 brands and can be reviewed on Interbrand’s web site. Below is the list of Interweb’s top 20 global brands for your quick reading pleasure.

Criteria for consideration:

Using their database of global brands, populated with critical information over the past 20 years of valuing brands and more than 30 years of consulting with organizations, Interbrand formed an initial consideration set. All brands were then subject to the following criteria that narrowed candidates significantly:

1. There must be substantial publicly available financial data
2.  The brand must have at least one-third of revenues outside of its country-of-origin
3.  The brand must be a market-facing brand
4.  The Economic Value Added (EVA) must be positive
5. The brand must not have a purely B2B single audience with no wider public profile and awareness

Top 20:

20. Apple
19. Samsung
18. Honda
17. Marlboro
16. Louis Vuitton
15. BMW
14. Cisco
13. Gillette
12. Mercedes-Benz
11. Hewlett-Packard
10. Disney
9. Intel
8. Toyota
7. Google
6. McDonald’s
5. Nokia
4. GE
3. Microsoft
2. IBM
1. Coca-Cola

For a delightful read on Coca-Cola and David Butler, the company’s vice president of global design, click here.