The 100 Most Valuable Brands Of 2009?

Several consulting firms post annual figures for the world’s most valuable brands. The two best know are probably the Interbrand and BrandZ surveys. They are notabley different, up until now at least. BrandZ includes a number of large brands from Asia. Interbrand does not.

24/7 Wall St. has put together a list of the most valuable brands of 2009 by looking at valuation calculations from a number of sources. Then a base valuation was taken from the 2008 Interbrand data to fix values for this year and changes from last.

Most methods take into account the future earnings of a brand for its parent company. This is fundamentally a guess particularly during a turbulent period in the global economy. Interbrand’s rule is that a brand most get at least a third of its revenue from outside its country-of-origin. That is arbitrary, particularly as it apply to brands in China.

24/7 Wall St. has made the assumption that the value of most brands have been hurt log-term by the deep recession.  Forward earnings estimates for many of the firms on this list show that. Those brands which post value improvements show much more modest increases than they would be in a stable economy.

Looking at the Interbrand list from last year, it is fair to ask why firms like Nissan, Wal-Mart (WMT) and Red Bull are not present.

Because the brands on this list are taken from names on the Interbrand survey, we have not made a calculation about which companies may be new to their list in 2009 or which may drop off.

Public firms which are part of this ranking include (KO)(IBM)(MSFT)(GOOG)(GE)(NOK)(TM)(INTC)(MCD)(DIS)(HPQ)(AXP)(C)(HMC)(ORCL)(AAPL)(SNE)(PEP)(HBC)(NKE)(UPS)(FDX)(SAP)(DELL)(JPM)(GS)(KL)(EBAY)(SI)(F)(AIG)(AMZN)(CAT)(AVP)(RIMM)(GPS)(TIF)(BP)(SBUX)(JNJ)(MAR)(V)

The 100: 

Coke                                                           $64.7 billion           plus 3%

IBM                                                             $62.5 billion           plus 6%

Microsoft                                                  $54.3 billion           minus 8%

GE                                                                $47.8 billion           minus 10%

McDonald’s                                              $33.5 billion           plus 8%

Nokia                                                          $33.o billion           minus 8%

Intel                                                            $30.3 billion           minus 3%

Toyota                                                       $30.0 billion           minus 12%

Disney                                                        $29.3 billion            flat

Google                                                       $27.4 billion            plus 7%

Hewlett-Packard                                    $25.1 billion            plus 7%   

Gillette                                                       $24.3 billion            plus 7%

Cisco                                                           $22.4 billion            plus 5%

Marlboro                                                  $20.8 billion            minus 3%

Mercedes                                                  $20.5 billion            minus 20%

Louis Vuitton                                          $19.7 billion            minus 9%

BMW                                                            $19.6 billion             minus 16%

Samsung                                                    $18.4 billion             plus 4%

American Express                                 $18.0 billion             minus 18%

Apple                                                          $16.4 billion              plus 20%

Honda                                                         $15.8 billion              minus 17%

Oracle                                                         $15.0 billion              plus 9%

Nescafe                                                      $14.9 billion               plus 14%

Pepsi                                                           $13.8 billion               plus 4%

H&M                                                            $13.8 billion                flat

SAP                                                              $12.7 billion                plus 3%

Budweiser                                                 $12.3 billion                plus 8%

HSBC                                                            $12.1 billion                minus 8%

Nike                                                              $12.1 billion               minus 5%

IKEA                                                            $12.0 billion               plus 10%

Canon                                                          $11.3 billion                plus 4%

Sony                                                             $11.2 billion                minus 18%

Goldman Sachs                                        $11.o billion                plus 14%

Kellogg’s                                                      $10.8 billion               plus 11%

Nintendo                                                     $10.7 billion               plus 22%

UPS                                                                $10.6 billion                minus 16%

Dell                                                                  $9.8 billion                 minus 16%

JPMorgan                                                     $9.3 billion                 minus 14%

Citi                                                                   $9.2 billion                 minus 54%

Thomson Reuters                                      $8.7 billion                 plus 5%

eBay                                                                $8.5 billion                  plus 6%

Philips                                                            $8.1 billion                   minus 3%

Accenture                                                    $7.9 billion                  flat

Gucci                                                              $7.8 billion                  minus 6%

L’Oreal                                                           $7.7 billion                  plus 2%

Siemens                                                         $7.5 billion                  minus 5%

VW                                                                   $7.5 billion                  plus 7%

Blackberry                                                    $7.5 billion                  plus 57%

Merrill Lynch                                              $7.4 billion                  minus 35%

Amazon                                                          $7.4 billion                 plus 15%

Morgan Stanley                                           $7.0 billion                 minus 20%

Colgate                                                            $6.9 billion                  plus 8%

Heinz                                                               $6.8 billion                   plus 3%

Nestle                                                              $6.6 billion                   plus 17%

Wrigley                                                           $6.4 billion                   plus 5%

Ford                                                                 $6.4 billion                   minus 19%

MTV                                                                 $6.1 billion                    minus 15%

AXA                                                                  $6.1 billion                    minus 13%

Zara                                                                  $6.1 billion                    plus 2%

Chanel                                                             $6.0 billion                    minus 7%

Xerox                                                               $5.8 billion                   minus 9%

Danone                                                            $5.7 billion                   plus 6%

KFC                                                                    $5.4 billion                   minus 4%

Harley-Davidson                                         $5.2 billion                  minus 32%

Avon                                                                 $5.1 billion                   minus 4%

Hyundai                                                          $5.1 billion                    plus 7%

Kleenex                                                           $5.0 billion                   plus 8%

Adidas                                                             $4.8 billion                    minus 8%

Audi                                                                 $4.8 billion                    minus 12%

Pizza Hut                                                         $4.7 billion                   plus 14%

Caterpillar                                                      $4.6 billion                   minus 13%

Rolex                                                                $4.5 billion                   minus 10%

Porsche                                                           $4.4 billion                    minus 12%

GAP                                                                    $4.2 billion                   minus 5%

UBS                                                                    $4.2 billion                    minus 52%

Panasonic                                                        $3.9 billion                   minus 9%

Johnson & Johnson                                    $3.9 billion                    plus 7%

Smirnoff                                                           $3.8 billion                    plus 5%

Cartier                                                              $3.8 billion                    minus 10%

Duracell                                                           $3.8 billion                    plus 4%

Visa                                                                    $3.7 billion                   plus 12%

Moet & Chandon                                           $3.6 billion                    minus 9%

Allianz                                                               $3.6 billion                    minus 11%

Hermes                                                             $3.6 billion                    minus 21%

Tiffany                                                               $3.6 billion                    minus 15%

AIG                                                                     $3.5 billion                    minus 50%

Yahoo!                                                               $3.4 billion                    minus 38%

Hennessy                                                          $3.3 billion                    minus 5%

Starbucks                                                          $3.2 billion                    minus 17%

BP                                                                         $3.2 billion                    minus 17%

Nivea                                                                  $3.2 billion                     minus 7%

Marriott                                                             $3.1 billion                     minus 11%

Fedex                                                                  $3.1 billion                     minus 9%

Prada                                                                  $3.0 billion                     minus 16%

Giorgio Armani                                              $3.0 billion                     minus 14%

Shell                                                                    $3.0 billion                     minus 13%

Lexus                                                                  $2.9 billion                     minus 19%

Motorola                                                           $2.9 billion                      minus 22%

Ferrari                                                                $2.6 billion                     minus 20%

ING                                                                      $2.3 billion                      minus 39%

 

Douglas A. McIntyre