Google and Amazon have enjoyed the biggest growth in their brand value, according to a new poll. The two internet giants were the big winners in Interbrand’s annual Best Global Brands listings, reporting the highest gains in brand value. Coca-Cola came top in the list of 100 brands for the ninth consecutive year, while IBM maintained its number two position after overtaking Microsoft last year.
The top five positions remain unchanged: Coca-Cola, IBM, Microsoft, GE and Nokia. Google has worked its way up to number seven in the rankings after entering the top ten for the first time last year.
While web brands have performed well in the report, brands in the banking and automotive industries have been most affected by the economic crisis and suffered the sharpest drops.
Financial services brands UBS, Citi and American Express have fallen the most.
FMCG brands such as Heinz and Kellogg’s have performed well because they provide “low-commitment branded experiences” and tap into the consumer need for reassurance during periods of economic uncertainty.
Luxury brands have continued to do well because they appeal to a consumer base that is largely unaffected by the downturn. Burberry and Ralph Lauren entered the top 100 this year and Prada, Armani and Tiffany & Co improved their ratings.
Top 10 brands in 2009
1. Coca-Cola 68,734 ($m)
2. IBM 60,211 ($m)
3. Microsoft 56,647 ($m)
4. GE 47,777 ($m)
5. Nokia 34,864 ($m)
6. McDonald’s 32,275 ($m)
7. Google 31,980 ($m)
8. Toyota 31,330 ($m)
9. Intel 30,636 ($m)
10. Disney 28,447 ($m)