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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