Strong brands have the power to create business value. They impact much more than revenues and profit margins. Strong brands create competitive advantages by commanding a price premium and decrease the cost of entry into new markets and categories. They reduce business risk and help attract and retain talented staff.
Millward Brown Optimor created the BrandZ Top 100, a ranking that identifies the world’s most valuable brands measured by their dollar value. Our brand ranking provides key insights and actionable information for finance, marketing and business professionals on how to manage and grow their brand assets.
Millward Brown Optimor congratulates all companies featured in this year’s BrandZ ranking: being among the world’s most valuable brands demonstrates successful business and brand management.
The 2010 BrandZ Top 100
| Rank? | Ranking Change | Brand? | Brand value 2010 ($m)? | Brand value 2009 ($m) | Brand value 2008 ($m)? | Brand contribution | Brand momentum | Brand value change 2010 vs. 2009 | Four-year CAGR |
| 1 | = | 114,260 | 100,039 | 86,057 | 5 | 9 | 14% | 32% | |
| 2 | 2 | IBM | 86,383 | 66,622 | 55,335 | 4 | 4 | 30% | 24% |
| 3 | 3 | Apple | 83,153 | 63,113 | 55,206 | 5 | 8 | 32% | 51% |
| 4 | -2 | Microsoft | 76,344 | 76,249 | 70,887 | 5 | 7 | 0% | 5% |
| 5 | -2 | Coca-Cola1? | 67,983 | 67,625 | 58,208 | 5 | 6 | 1% | 13% |
| 6 | -1 | McDonald’s | 66,005 | 66,575 | 49,499 | 5 | 6 | -1% | 23% |
| 7 | 3 | Marlboro | 57,047 | 49,460 | 37,324 | 4 | 7 | 15% | 10% |
| 8 | -1 | China Mobile | 52,616 | 61,283 | 57,225 | 5 | 9 | -14% | 8% |
| 9 | -1 | GE | 45,054 | 59,793 | 71,379 | 1 | 2 | -25% | -5% |
| 10 | -1 | Vodafone | 44,404 | 53,727 | 36,962 | 3 | 4 | -17% | 17% |
| 11 | 1 | ICBC | 43,927 | 38,056 | 28,004 | 4 | 7 | ?15%? | ?N/A? |
| 12 | 5 | HP | 39,717 | 26,745 | 29,278 | 3 | 6 | 48% | 19% |
| 13 | -2 | Walmart? | 39,421 | 41,083 | 34,547 | 2 | 8 | -4% | 1% |
| 14 | 2 | BlackBerry | 30,708 | 27,478 | 13,734 | 4 | 8 | 12% | 107% |
| 15 | 11 | Amazon | 27,459 | 21,294 | 11,511 | 4 | 9 | 29% | 46% |
| 16 | -1 | UPS | 26,492 | 27,842 | 30,492 | 4 | 5 | -5% | 5% |
| 17 | 4 | Tesco | 25,741 | 22,938 | 23,208 | 5 | 4 | 12% | 13% |
| 18 | 18 | Visa | 24,883 | 16,353 | N/A | 4 | 9 | ?52%? | ?N/A? |
| 19 | 6 | Oracle | 24,817 | 21,438 | 22,904 | 1 | 5 | 16% | 16% |
| 20 | 14 | Verizon Wireless | 24,675 | 17,713 | 19,202 | 5 | 9 | 39% | 13% |
| 21 | -2 | SAP | 24,291 | 23,615 | 21,669 | 3 | 5 | 3% | 26% |
| 22 | 6 | AT&T? | 23,714 | 20,059 | 12,030 | 4 | 6 | 18% | ?N/A? |
| 23 | 7 | HSBC | 23,408 | 19,079 | 18,479 | 4 | 3 | 23% | 14% |
| 24 | 3 | Bank of China | 21,960 | 21,192 | 19,418 | 3 | 6 | 4% | N/A? |
| 25 | -7 | BMW | 21,816 | 23,948 | 28,015 | 5 | 6 | -9% | -2% |
| 26 | -12 | Toyota | 21,769 | 29,907 | 35,134 | 5 | 4 | -27% | -8% |
| 27 | -3 | China Construction Bank | 20,929 | 22,811 | 19,603 | 3 | 7 | -8% | N/A? |
| 28 | -6 | Gillette | 20,663 | 22,919 | 21,523 | 5 | 4 | -10% | 4% |
| 29 | = | Louis Vuitton? | 19,781 | 19,395 | 18,446 | 5 | 8 | 2% | 1% |
| 30 | 7 | Wells Fargo | 18,746 | 16,228 | 24,739 | 5 | 7 | 16% | ?N/A? |
| 31 | 7 | Santander | 18,012 | 16,035 | 14,549 | 3 | 9 | 12% | 11% |
| 32 | ?=? | Nintendo2 | 17,834 | 18,233 | N/A | 3 | 8 | -2% | ?N/A? |
| 33 | -2 | Pampers | 17,434 | 18,945 | N/A | 5 | 6 | -8% | N/A? |
| 34 | New | BP | 17,283 | N/A | N/A | 1 | 3 | N/A? | N/A? |
| 35 | -2 | Cisco | 16,719 | 17,965 | 24,101 | 2 | 5 | -7% | -4% |
| 36 | 12 | RBC | 16,608 | 14,894 | 18,995 | 5 | 9 | 12% | N/A |
| 37 | 4 | Bank of America | 16,393 | 15,480 | 33,092 | 2 | 9 | 6% | -12% |
| 38 | 14 | Budweiser3 | 15,991 | 13,292 | 10,839 | 4 | 8 | 20% | 9% |
| 39 | New | ExxonMobil | 15,476 | N/A | N/A | 1 | 2 | N/A? | N/A? |
| 40 | New | Shell | 15,112 | N/A | N/A | 1 | 3 | N/A? | N/A? |
| 41 | -21 | Disney | 15,000 | 23,110 | 23,705 | 3 | 5 | -35% | -8% |
| 42 | 5 | Carrefour | 14,980 | 14,961 | 15,057 | 5 | 7 | 0% | 10% |
| 43 | -30 | Nokia | 14,866 | 35,163 | 43,975 | 4 | 5 | -58% | -13% |
| 44 | -1 | Accenture | 14,734 | 15,076 | 14,137 | 4 | 4 | -2% | 11% |
| 45 | New | ICICI | 14,454 | N/A | N/A | 1 | 9 | N/A? | ?N/A? |
| 46 | 4 | Honda | 14,303 | 14,571 | 16,649 | 3 | 4 | -2% | 1% |
| 47 | 9 | Colgate | 14,224 | 12,396 | 10,576 | 5 | 7 | 15% | 25% |
| 48 | -25 | Intel | 14,210 | 22,851 | 22,027 | 2 | 3 | -38% | -13% |
| 49 | -4 | L’Oréal? | 14,129 | 14,991 | 16,459 | 5 | 6 | -6% | 7% |
| 50 | 3 | Orange | 14,018 | 13,242 | 14,093 | 2 | 6 | 6% | 11% |
| 51 | New | PetroChina? | 13,935 | N/A | N/A | 1 | 5 | ?N/A? | N/A? |
| 52 | -6 | American Express | 13,912 | 14,963 | 24,816 | 3 | 3 | -7% | -7% |
| 53 | -13 | Mercedes | 13,736 | 15,499 | 18,044 | 5 | 3 | -11% | -6% |
| 54 | -5 | Citi? | 13,403 | 14,608 | 30,318 | 2 | 7 | -8% | -18% |
| 55 | 8 | T-Mobile | 13,010 | 10,864 | 8,940 | 3 | 8 | 20% | 3% |
| 56 | -1 | BBVA | 12,977 | 12,549 | 9,457 | 5 | 9 | 3% | N/A? |
| 57 | -18 | NTT DoCoMo? | 12,969 | 15,776 | 15,048 | 3 | 7 | -18% | -10% |
| 58 | -14 | Pepsi4 | 12,752 | 14,996 | 15,404 | 4 | 5 | -15% | ?N/A? |
| 59 | =? | Nike | 12,597 | 11,999 | 12,499 | 5 | 7 | 5% | 4% |
| 60 | 2 | Movistar? | 12,434 | 10,911 | 8,117 | 1 | 6 | 14% | N/A? |
| 61 | 5 | Chase | 12,426 | 10,582 | 12,782 | 4 | 9 | 17% | 6% |
| 62 | -5 | Target | 12,148 | 12,254 | 14,738 | 4 | 7 | -1% | 19% |
| 63 | -5 | H&M | 12,131 | 12,061 | 11,182 | 2 | 7 | 1% | 11% |
| 64 | -4 | Subway | 12,032 | 10,997 | 10,335 | 5 | 5 | 9% | N/A? |
| 65 | -30 | Porsche | 12,021 | 17,467 | 21,718 | 5 | 4 | -31% | 0% |
| 66 | -24 | Dell | 11,938 | 15,422 | 15,288 | 3 | 6 | -23% | -10% |
| 67 | 20 | MasterCard | 11,659 | 7,427 | 6,970 | 4 | 7 | 57% | N/A? |
| 68 | 33 | Samsung | 11,351 | 6,322 | 11,870 | 4 | 9 | 80% | -1% |
| 69 | New | Telcel? | 10,850 | N/A | N/A | 4 | 9 | ?N/A? | ?N/A? |
| 70 | 7 | O2 | 10,593 | 8,601 | 6,309 | 2 | 7 | 23% | 29% |
| 71 | -10 | TD | 10,274 | 10,991 | N/A | 5 | 7 | -7% | N/A? |
| 72 | -1 | MTS | 9,723 | 9,189 | 8,077 | 3 | 4 | 6% | N/A? |
| 73 | New | Petrobras? | 9,675 | N/A | N/A | 1 | 8 | N/A? | N/A? |
| 74 | -5 | FedEx | 9,418 | 9,491 | 11,486 | 5 | 6 | -1% | 3% |
| 75 | 32 | Baidu? | 9,356 | 5,768 | N/A | 5 | 10 | 62% | ?N/A? |
| 76 | -22 | Ebay | 9,328 | 12,970 | 11,200 | 3 | 7 | -28% | -8% |
| 77 | -26 | Siemens | 9,293 | 13,562 | 14,665 | 1 | 6 | -31% | 8% |
| 78 | 10 | Goldman Sachs | 9,283 | 7,415 | 11,944 | 4 | 9 | 25% | 1% |
| 79 | -15 | Wrigley’s | 9,201 | 10,841 | N/A | 5 | 4 | -15% | 13% |
| 80 | -4 | Zara? | 8,986 | 8,609 | 8,682 | 3 | 4 | 4% | 16% |
| 81 | -11 | Home Depot | 8,971 | 9,280 | 15,378 | 2 | 3 | -3% | -24% |
| 82 | -3 | Red Bull5 | 8,917 | 8,154 | N/A | 4 | 4 | 9% | ?N/A? |
| 83 | -9 | Aldi | 8,747 | 8,638 | 5,811 | 1 | 6 | 1% | 37% |
| 84 | -17 | Nissan | 8,607 | 10,206 | 11,707 | 2 | 2 | -16% | -5% |
| 85 | 4 | Starbucks6 | 8,490 | 7,260 | 12,011 | 5 | 5 | 17% | -5% |
| 86 | -4 | Hermès? | 8,457 | 7,862 | 6,951 | 5 | 7 | 8% | 16% |
| 87 | 3 | Barclays | 8,383 | 6,992 | 7,382 | 1 | 7 | 20% | 14% |
| 88 | New | US Bank | 8,377 | N/A | N/A | 5 | 8 | N/A? | N/A? |
| 89 | -11 | Standard Chartered | 8,327 | 8,219 | 6,855 | 1 | 6 | 1% | 31% |
| 90 | -10 | China Merchants Bank | 8,236 | 8,052 | 3,000 | 1 | 4 | 2% | ?N/A? |
| 91 | =? | State Farm | 8,214 | 6,922 | 9,425 | 5 | 8 | 19% | 1% |
| 92 | -20 | Beeline | 8,160 | 8,884 | N/A | 4 | 4 | -8% | ?N/A? |
| 93 | -10 | JP Morgan | 8,159 | 7,852 | 9,762 | 1 | 7 | 4% | 4% |
| 94 | 8 | Sony7? | 8,147 | 6,848 | 6,109 | 3 | 5 | 30% | -3% |
| 95 | -3 | Morgan Stanley | 8,003 | 6,765 | 11,327 | 2 | 2 | 18% | -6% |
| 96 | -31 | Auchan? | 7,848 | N/A | 7,148 | 4 | 7 | N/A? | 11% |
| 97 | -11 | Gucci | 7,588 | 7,468 | 6,479 | 5 | 4 | 2% | 17% |
| 98 | =? | Bradesco? | 7,450 | 6,565 | N/A | 2 | 9 | 13% | N/A? |
| 99 | -24 | Avon | 7,293 | 8,631 | 7,209 | 3 | 5 | -16% | 4% |
| 100 | -1 | Tim? | 7,280 | 6,409 | 7,903 | 2 | 6 | 14% | -21% |
| 1 The brand value of Coca-Cola includes Diet Coke, Coke Light and Coke Zero | ? | ? | ? | ||||||
| 2 The brand value of Nintendo includes Wii and DS | ? | ? | ? | ||||||
| 3 Budweiser’s value includes both Bud Light and Budweiser | ? | ? | ? | ||||||
| 4 The brand value of Pepsi includes Diet Pepsi and Pepsi | ? | ? | ? | ||||||
| 5 The brand value of Red Bull includes Sugar-free and Cola | ? | ? | ? | ||||||
| 6 The value of Starbucks includes retail as well as coffee sold at supermarkets | ? | ? | ? | ||||||
| 7 The brand value for Sony includes PlayStation 2 and 3, and PSP | ? | ? | ? | ||||||
| Source: Millward Brown Optimor(including data from BrandZ,Datamonitor and Bloomberg) | ? | ? | ? | ||||||