Interbrand BGB survey sees Google and Amazon rise

Google and Amazon are the big winners in Interbrand’s annual Best Global Brands report with the highest gains in brand value while Coca-Cola remains on top.


While internet brands have performed well in the report, unsurprisingly brands in the banking and automotive industries have been most affected by the economic crisis and have suffered the sharpest drops.

Financial services brands UBS, Citi and American Express have fallen the most.

Coca Cola has come out on top in the list of 100 brands for the ninth consecutive year and business services brand IBM maintained its number two position after overtaking Microsoft last year and shunting the softwear giant into third position.

The top five positions remain unchanged; Coca Cola, IBM, Microsoft, GE and Nokia. Google has worked its way up to number 7 in the rankings after entering the top ten for the first time last year.

The report found that brands that have done well have “recession resistant” business models that offer consumers strong value such as fashion retailer H&M and Hyundai.

Legacy branded FMCG brands such as Heinz and Kellogg’s have also done well because they provide “low-commitment branded experiences” and tap into the consumer need for reassurance during periods of economic uncertainty.

Luxury brands have continued to do well because they appeal to a consumer base that it largely unaffected by the downturn. Burberry and Ralph Lauren entered to Top 100 this year and Prada, Armani and Tiffany & Co improving their ratings.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here