Brandz Top 100 Most Valuable Global Brands : Consumers are Angry with Governments, Institutions, and Economic Sectors but not Brands

The BrandZ Top 100 ranking of brands by brand value was created by Millward Brown Optimor to identify the world’s most valuable brands by dollar value. Their 2009 Press Release regarding this year’s ranking is found below:


Google is the world’s first $100 billion brand, number one for the third year running

New York, New York, 29th April 2009 — the fourth annual BrandZ™ Top 100 Most Valuable Global Brands ranking published today by Millward Brown Optimor reveals that brands sustain their value, despite the tough economic environment.

The BrandZ Top 100 ranking identifies the dollar value of brands. It does this by combining financial data with research on consumers and business-to-business users from BrandZ, the world’s largest brand equity study.

The value of the top 100 brands has held its value at $1.95 tn (a marginal increase of 1.7 percent). Google is number one with a value of $100 bn, Microsoft is number two at $76.2 bn, and Coca-Cola enters the top three for the first time at $67.6 bn.

There are 15 new brands entering the ranking this year. Pampers is the highest entrant at no. 31, followed by Nintendo (no.32) and VISA (no.36). Trends identified from this year’s rankings are:

Value — Brands that represent good value for money have done well, this is about quality as much as price, for example Wal-Mart (+19 percent), ALDI (+49 percent) and Auchan (+48 percent). H&M (+8 percent) is now the number one apparel brand.

Vice — People still reward themselves with little treats when money is tight. Brands such as McDonald’s (+34 percent), Marlboro (+33 percent) and Budweiser (+23 percent) have all done well.

At Home — Brands that can be experienced at home have shown strong growth. This includes home shopping: Amazon (+85 percent) and eBay (+16 percent); Coffee that can be prepared at home: Nespresso (+27 percent) and Nescafe (+23 percent); and gaming — Nintendo jumped into the ranking for the first time at no. 32.

Wireless — The increased popularity of using the internet on the move through devices such as the iPhone and BlackBerry has led to huge increases for the mobile operators category as a whole, driven by demand for data services. Vodafone enters the top 10 for the first time this year (+45 percent).

About Millward Brown

Millward Brown ( is one of the world’s leading research agencies and is expert in effective advertising, marketing communications, media and brand equity research. Through the use of an integrated suite of validated research solutions — both qualitative and quantitative — Millward Brown helps clients build strong brands and services. Millward Brown has more than 75 offices in 48 countries. Millward Brown Optimor focuses on helping clients maximize the returns on their brand and marketing investments. Millward Brown is part of Kantar, WPP’s insight, information and consultancy group.


Outside of North America:

Miquet Humphryes
+44 1926 826179

U.S. and Canada:

Lauren Raisl

See the full report, where there are also lists of the Top 15 by Brand Contribution (Emotion), Top 10 by Brand Momentum (short-term growth prospects), top 20 Risers (greatest year-to-year value increase) and Newcomers to the Top 100 list.

There are top 10 lists by region:
Asia, Europe (including the UK), United Kingdom, and North America.

Featured Top 10 lists are also found for the following economic sectors:
Apparel, Beer, Bottled Water, Cars, Coffee, Fast Food, Financial Institutions, Gaming Consoles, Insurance, Luxury, Mobile Operators, Motor Fuel, Personal Care, Retail, Soft Drinks, Spirits, and Technology.

But perhaps the most interesting and significant list of all is the last one in the report, 10 Key Take Outs, of which we quote Number Four:

4 Stay Positive

Consumers are angry – with government, at large institutions, with entire sectors. But they are not angry at your brand. Brand strength is stable over time. It is disrupted only when something new enters the market or when the brand upsets the relationship with consumers. It takes a lot to make that happen. A recent Millward Brown study of the financial sector revealed that consumers are likely to aim their current displeasure at the sector or at certain high-profile individuals. The displeasure consumers feel, however, does not seem to dramatically alter their
experience with their individual brand.

The OFNetwork Update : An Interesting Site for People In or Retired From the U.S. Military Services

We have been alerted to a blog, The OFNetwork Update, which is especially suited for readers in or retired from the U.S. military services.

The most recent posting, for example, relates to the news that the Obama Administration will not be increasing the fees for Tricare, which is “the health care program serving active duty service members, National Guard and Reserve members, retirees, their families, survivors and certain former spouses worldwide.

Hat tip to Dennis B.

Montblanc Trademark for Stationery Goods Not Protected against Mont Blanc Tobacco Products in Latvia : Latvian Supreme Court Senate Decision : EU

Class 46 summarizes a note written at the World Trademark Review by Valentina Sergeyeva of Strahlberg & Partners in Riga, Latvia, relating to a decision of the Senate of the Latvian Supreme Court concerning a “Mont Blanc” tobacco and cigarette trademark registration application by the Polish company Zaklady Tytoniowe w Lubline SA, which was opposed by Montblanc-Simplo GmbH, now owned by the luxury goods conglomerate Richemont, as holders of the famous MontBlanc pen and stationery trademark. Opposition to registration of the mark was dismissed on the grounds that there were already other goods named Mont Blanc (e.g. Mont Blanc car roof racks in Sweden, the UK, Ireland and Germany) and there was no reason to think that Latvian consumers would confuse marks which applied to completely different sets of products, i.e. stationery items vs. tobacco products and cigarettes.


Jānis Rozenfelds at Rozenfelds & Partners in his January 21, 2008 article at Mondaq titled Latvia: Court System In Latvia explains the current Latvian judicial system for those who are interested.