Best Global Brands has taught us time and time again that brand remains a far less volatile asset than other business assets – tangible or intangible.

The past year has been one of the more dramatic and turbulent that global economies have endured. In some regions of the world, the anticipation of a troubled economy ahead will undoubtedly make it more challenging for marketers to make effective plans. Patience wanes in a results-oriented, nervous economy. Brand management needs to constantly demonstrate value. And in regions with markets opening to the global stage for the very first time, a new and unknown set of challenges awaits.

As the world becomes one global economy, it becomes an increasingly complex place. Will the economic woes of developed markets pollute emerging markets, or will developing markets provide the medicine that the established world needs? Charting the course for successful brand management requires a multifaceted perspective, even if it’s delivered through one brand. A connected and holistic approach to brand management is a prerequisite.

Best Global Brands has taught us time and time again that brand remains a far less volatile asset than other business assets – tangible or intangible. ...

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Lessons from the Best Global Brands
Building brand value
Collaborative branding
Activating employees
Are you acting like a brand leader?
Sustainability’s impact on brand value
Marketing and sector performance
The Red Thread of brand value

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New York, NY, USA, September 18, 2008—Google, Apple, Amazon.com, Zara and Nintendo are among this year’s top gainers in Interbrand’s annual ranking of The Best Global Brands, and not surprisingly, financial services giants Merrill Lynch, Citi and Morgan Stanley are among the companies that have slipped dramatically down the list.

Coca-Cola (No.1) remains the best global brand for the eighth year in a row. Yet, a notable shift in this year’s rankings was made by IBM, which took over the No. 2 position from Microsoft (No. 3). Google also moved into the top 10 brands, at No. 10, after ranking at No. 20 in 2007.

“The Best Global Brands 2008 ranking is a reflection of the global economy – the current credit crisis in the U.S., the growth of emerging markets and the increased emphasis on sustainability are all key trends that resulted in brands rising or failing on the list,” said Jez Frampton, Global CEO of Interbrand. “The increasing complexities of the global economy reinforce the importance of protecting and growing a brand. It is a company’s most valuable asset – and a far less volatile asset than others during a time of economic uncertainty.” ...

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About Interbrand
Interbrand began in 1974 when the world still thought of brands as just another word for logo. We have changed the dialogue, defined the meaning of brand management and continue to lead the debate on understanding brands as valuable business assets.

We now have nearly 40 offices and are the world’s largest brand consultancy. Our practice brings together a diverse range of insightful right- and left-brain thinkers making our business both rigorously analytical and highly creative. Our work creates and manages brand value for clients by making the brand central to the business’s strategic goals.

We’re not interested in simply being the world’s biggest brand consultancy. We want to be the most the most valued.

About Best Global Brands
Voted the third-most influential industry benchmark study by business leaders, Best Global Brands is our annual report on the world’s most valuable brands and the insights that can be drawn from how these global organizations create and manage brand value.

We pioneered the technique for valuing brands in 1984 and have continued to improve upon the methodology and set the pace for other approaches. Our valuation techniques have long been recognized by business, academics and regulatory bodies as a uniquely valuable strategic tool.

Today, we have conducted over 5,000 valuations for clients to provide guidance in managing their most valuable asset – their brand.

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