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Millward Brown BrandZ Ranking Sees 4% Gain For Top Marketers

  • Ad Age, Wednesday, April 28, 2010 10:39 AM
The value of the top 100 global brands rose by 4% in 2009 to more than $2 trillion, according to Millward Brown's annual BrandZ ranking. Financial institutions grew 12% after falling 11% in 2008. Beer, technology and fast food were the other categories to see growth last year, Natalie Zmuda reports. Samsung (+80%), Baidu (the Chinese search engine, +62%), MasterCard (+57%), Next (+54%) and Visa (+52%) were the top risers.

Millward Brown global CEO Eileen Campbell says that brands are more resilient than the economy, and their value is rebounding faster as the recession recedes. She also finds that values have held up better for companies that maintained marketing spend during the downturn. "Those brands look to be coming out of the recession at a more accelerated pace," she says. "If a brand maintained share of voice, it tended to do much better."

The auto category saw the steepest decline, falling 15% on top of a 22% drop in 2009. Brands that performed most poorly include Disney (-35%), Nokia (-58%) and Intel (-38%).

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