Top 100 Global Brands of 2009 and their Slogans

2009 was a terrible year, the year of the financial crisis. Only one third of the top 100 brands of 2008 managed to post a positive growth, while some slipped off the list completely. The biggest performers of the year were Google (25% growth in 2009), Amazon.com (22%) and Zara (14%) and the biggest losers were UBS (-50%), Citigroup (-49%) and Harley Davidson (-43%).

Coca-Cola remains the world’s biggest brand for yet another year – they have been so for the last 10 years and more. Japan’s top brand Toyota slipped a few notches and Apple jumped a few positions higher. Only the financial sector and automotive sector fell, while everything else – including luxury goods recorded an overall growth.

Rank, Brand, Brand Value in US$ Millions, Country of Origin, Growth, 2008 Rank and Most Common Slogan

1Coca-Cola68,734US3%(1)Live on the Coke Side of Life
2IBM60,211US2%(2)Solutions for a Small Planet
3Microsoft56,647US-4%(3)Your Potential. Our Passion.
4GE47,777US-10%(4)Imagination at Work
5Nokia34,864Finland-3%(5)Connecting People
6McDonalds32,275US4%(8)I’m Lovin’ It
8Toyota31,330Japan-8%(6)Moving Forward
9Intel30,636US-2%(7)Leap Ahead
10Disney28,447US-3%(9)Where Dreams Come True
12Mercedes-Benz23,867Germany-7%(11)The Future of the Automobile
13Gillette22,841US4%(14)The Best a Man Can Get
14Cisco22,030US3%(17)Welcome to the Human Network*
15BMW21,671Germany-7%(13)The Ultimate Driving Machine*
16Louis Vuitton21,120France-2%(16)The Spirit of Travel
17Marlboro19,010US-11%(18)Welcome to the Marlboro Country
18Honda17,803Japan-7%(20)The Power of Dreams
19Samsung17,518S. Korea-1%(21)Everyone’s Invited
20Apple15,433US12%(24)Think Different
21H&M15,375Sweden11%(22)Fashion Available for Everybody
22American Express14,971US-32%(15)Do More
23Pepsi13,706US3%(26)The Choice of the New Generation
24Oracle13,699US-1%(23)Can’t Break It. Can’t Break In.
25Nescafé13,317Switzerland2%(28)Awaken Your Senses
26Nike13,179US4%(29)Just Do It
27SAP12,106Germany-1%(27)The Best-run e-businesses Run SAP
28IKEA12,004Sweden10%(35)Make a House a Home
29Sony11,953Japan-12%(25)It’s a Sony
30Budweiser11,833US3%(33)The King of Beers
31UPS11,594US-8%(30)Deliver More
32HSBC10,510UK-20%(27)The World’s Local Bank
33Canon10,441Japan-4%(36)Image Anywhere
34Kellogg’s10,428US7%(39)They’re Great!
35Dell10,291US-12%(32)Purely You
36Citi10,254US-49%(19)The Citi Never Sleeps
37JPMorgan9,550US-11%(37)Your Choice. Your Chase.
38Goldman Sachs9,428US-10%(38)Our Client’s Interest Always Comes First
39Nintendo9,210Japan5%(40)Who Are You?
40Thompson Reuters8,434UK1%(44)For People in the Know
41Gucci8,182Italy-1%(45)Quality is Remembered Long After the Price is Forgotten
42Philips8,121Netherlands-2%(43)Sense and Simplicity
43Amazon.com7,858US22%(58)A Real Company in a Virtual World
44L’Oreal7,748France3%(51)Because You Are Worth It
45Accenture7,710Bermuda-3%(47)High Performance, Delivered.
46eBay7,350US-8%(46)The Power of All of Us
47Siemens7,308Germany-8%(47)Be Inspired
48Heinz7,244US9%(56)57 Varieties
49Ford7,005US-11%(49)Ford. Drive One.
50Zara6,780Spain14%(62)We Have a Dream
51Wrigley’s6,731US10%(61)Double Your Pleasure
52Colgate6,550US2%(57)The Colgate Ring of Confidence
53AXA6,525France-7%(55)Be Life Confident
54MTV6,523US-9%(52)Think MTV
55Volkswagen6,484Germany-8(53)Das Auto
56Xerox6,431US1%(59)The Digital Document Company
57Morgan Stanley6,399US-26%(42)One Client At a Time
58Nestlé6,319Switzerland13%(63)Good Food. Good Life.
59Chanel6,040France-5%(60)Share the Fantasy
60Danone5,960France10%(66)A Little Everyday Goes a Long Long Way
61KFC5,722US3%(64)Finger Lickin’ Good
62Adidas5,397Germany6%(70)Impossible is Nothing
63BlackBerry5,138Canada7%(73)Life on Blackberry
64Yahoo!5,111US-7%(65)Do You Yahoo!?
65Audi5,010Germany-7%(67)Vorsprung Durch Technik
66Caterpillar5,004US-5%(68)Earthmoving Solutions for Today’s Challenges
67Avon4,917US-7%(69)Let’s Talk
68Rolex4,609Switzerland-7%(71)Perpetual Spirit
69Hyundai4,604S. Korea-5%(72)Drive Your Way
71Kleenex4,404US-5%(74)It’s Time to Let It Out
72UBS4,370US-50%(41)You & Us
73Harley Davidson4,337US-43%(50)The Legend Rolls On...
74Porsche4,234Germany-8%(75)There is No Substitute
75Panasonic4,225Japan-1%(78)Just Slightly Ahead of Our Time
76Tiffany & Co.4,000US-5%(80)America’s House of Design Since 1837
77Cartier3,698France-6%(79)The Jeweller of Kings
78GAP3,922US-10%(77)For every Generation, there is a GAP
79Pizza Hut3,876US-5%(81)Great Pizzas. Great Times.
80Johnson & Johnson3,847US7%(92)The Family Company
81Allianz3,831France-5%(82)Financial Solutions from A to Z
82Moët & Chandon3,754France-5%(83)Be Fabulous*
83BP3,716UK-5%(84)Beyond Petroleum
84Smirnoff3,698UK3%(89)There’s Vodka. Then There’s Smirnoff.
85Duracell3,563US-3%(88)Lasts Longer, Much Longer.
86NIVEA3,557Germany5%(98)Beauty Is...
88Ferrari3,527Italy0%(93)Art and Emotion
92Shell3,228Netherlands-7%(97)You Can Be Sure of Shell
93Burger King3,223USNew
Have it Your Way
94VISA3,170US-5%(100)Life Takes Visa
96Lexus3,158Japan-12%(90)Pursuit of Perfection
99Polo Ralph Lauren3,094USNew
Get Involved. Volunteer. Exceed.
Why Settle When You Can Select

Source: Interbrand
* Some brand positionings or slogans may vary from market to market. For example, BMW is moving towards “Joy” and it is no longer the “Ultimate Driving Machine.”


  1. Oooh, Burger King is at #93! Wonder where our very own Burger's King is! ;) lol

  2. Louis Vuitton
    *Big Sigh..a girl sure can dream...:)

  3. Chavie: Hmm... we are not so big in eating-out, yet...

    Penny: exactly! LOL.

  4. Nah man, I meant the joint down Malay Street. Not to be confused with the multinational chain of restaurants! ;)