Sovereign debt crisis lowers global brand values, report claims

HSBC: most valuable banking brand's summer 2011 TV ad
HSBC: most valuable banking brand's summer 2011 TV ad

The valuation of many of the world's biggest brands, including Microsoft, HSBC and Santander, has tumbled as a result of recent economic events, according to a report by brand valuation specialists Brand Finance.

The updated Brand Finance Global 100 league table shows the value of the top 100 global brands to have dipped by 2.4%, when compared to the total value in January, as a result of factors such as exposure to sovereign debt.

HSBC has become the most-valuable banking brand in the updated list, with Bank of America experiencing a brand value fall of $5.3bn (£3.3bn). The financial services sector was particularly badly hit, with insurance giant Axa losing $1.6bn from its overall brand value.

However, technology and electronics brands such as Google, Apple and Microsoft, all increased in value, with Apple in particular adding nearly $10bn to its brand value since January, despite news of the impending departure of chief executive Steve Jobs.

Meanwhile, car brand Toyota, which suffered its vehicle recall crisis in 2010, has returned to the top 10, with its brand value up to $28.8bn.

David Haigh, chief executive at Brand Finance, said: "As stock markets around the world falter, we are seeing a drop in the amount of intangible value global businesses hold, and the value of the individual brands. Even the world’s biggest businesses are not immune to change."

Top 20 most valuable brands
Rank Rank Brand Domicile 2011 Value
Sep-11 Jan-11     ($bn)
1 1 Google  US 48,278
2 8 Apple  US 39,301
3 2 Microsoft  US 39,005
4 4 IBM  US 35,981
5 3 Wal-Mart  US 34,997
6 5 Vodafone  UK 30,740
7 7 General Electric  US 29,060
8 14 Toyota  Japan 28,800
9 10 AT&T  US 28,354
10 11 HSBC  UK 27,100
11 16 Coca-Cola  US 26,994
12 18 Samsung  South Korea 26,578
13 9 Wells Fargo  US 25,451
14 6 Bank of America   US 25,346
15 13 HP  US 24,992
16 12 Verizon  US 24,687
17 17 McDonald's  US 24,211
18 27 Intel  US 23,491
19 15 Santander  Spain 23,403
20 19 Tesco  UK 21,640

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