全球經濟下滑，可口可樂照樣美得冒泡。美國「商業周刊」（BusinessWeek）17日報導該刊和全球品牌顧問公司Interbrand合作的 第九次年度評鑑結果，可口可樂連續九年名列全球百大品牌榜首，品牌價值687億美元（台幣2兆2287萬元），比一年前上升3%。
兩岸三地 全軍覆沒
百大之中，亞洲只占九家，分別是豐田（8）、本田（18）、三星（19）、Sony（29）、佳能（33）、任天堂（39）、現代（69）、Panasonic（75）、Lexus（96）。兩岸三地的品牌全軍覆沒。
品牌價值的算法係以「淨現值」（net present value，NPV）為依據，預期收入的現值減去總原始投資即為淨現值。受評企業必須提供公開的財務數據，其營收必須至少三分之一來自本國以外。
全球零售業龍頭沃爾瑪的國際營收不到這門檻，因此不具受評資格。榜單和評鑑細節可看18日上市的最新一期「商業周刊」。
瑞銀退步 奧迪進步
一年來，品牌江山有些明顯改變。瑞銀（UBS）退步最多，下滑31名，掉到第72，品牌價值喪失50%。花旗集團品牌價值失血49%，掉到36名。
Intrabrand執行長表示：「這些公司喪失了客戶、投資人和員工的信任。」
可口可樂 打行銷戰
亞馬遜（43）、百事可樂（23）、奧迪（65）、湯廚（100）的行銷團隊在充滿挑戰的一年裡發揮逆勢操作的能力，都有長進，就像可口可樂。可口可樂單在2008年就在全球推出七百種新產品，行銷和包裝無懈可擊。
經濟衰退另外製造了幾個明星，包括Google。Google的品牌價值從去年勁增25%，達到今年的320億美元，業務多元化，包括新增廣告模式和Android手機軟體，居功最大。
不過，百大品牌的總值今年首度下跌，跌幅4.6%或5億5472萬美元。七個品牌更掉落榜外：包括美林 （去年34）、美國國際集團（去年54）、荷蘭國際集團（去年88）。
銀行、汽車 不敵食品
綜觀榜單，大銀行和汽車的表現最差，食物品牌頗有進展，可能是因為經濟不景氣，在家吃飯的人增加。
年度全球品牌榜開始以來，共有30個品牌落榜，包括AT&T、波音、海尼根、「時代」雜誌和芭比娃娃。
【聯合報╱編譯彭淮棟／綜合報導】
延伸閱讀
‧全球百大品牌的台灣機會
‧經濟下滑 可口可樂依舊美得冒泡
‧品牌文化與企業文化 本質不同
'09 '08 种类 品牌价值($m) 涨跌
1 1 Coca-Cola United States Beverages 68,734 3%
2 2 IBM United States Computer Services 60,211 2%
3 3 Microsoft United States Computer Software 56,647 -4%
4 4 GE United States Diversified 47,777 -10%
5 5 Nokia Finland Consumer Electronics 34,864 -3%
6 8 McDonald's United States Restaurants 32,275 4%
7 10 Google United States Internet Services 31,980 25%
8 6 Toyota Japan Automotive 31,330 -8%
9 7 Intel United States Computer Hardware 30,636 -2%
10 9 Disney United States Media 28,447 -3%
11 12 HP United States Computer Hardware 24,096 2%
12 11 Mercedes-Benz Germany Automotive 23,867 -7%
13 14 Gillette United States Personal Care 22,841 4%
14 17 Cisco United States Computer Services 22,030 3%
15 13 BMW Germany Automotive 21,671 -7%
16 16 Louis Vuitton France Luxury 21,120 -2%
17 18 Marlboro United States Tobacco 19,010 -11%
18 20 Honda Japan Automotive 17,803 -7%
19 21 Samsung Korea Consumer Electronics 17,518 -1%
20 24 Apple United States Computer Hardware 15,433 12%
21 22 H&M Sweden Apparel 15,375 11%
22 15 American Express United States Financial Services 14,971 -32%
23 26 Pepsi United States Beverages 13,706 3%
24 23 Oracle United States Computer Software 13,699 -1%
25 28 Nescafe Switzerland Beverages 13,317 2%
26 29 Nike United States Sporting Goods 13,179 4%
27 31 SAP Germany Computer Software 12,106 -1%
28 35 IKEA Sweden Home Furnishings 12,004 10%
29 25 Sony Japan Consumer Electronics 11,953 -12%
30 33 Budweiser United States Alcohol 11,833 3%
31 30 UPS United States Transportation 11,594 -8%
32 27 HSBC United Kingdom Financial Services 10,510 -20%
33 36 Canon Japan Computer Hardware 10,441 -4%
34 39 Kellogg's United States Food 10,428 7%
35 32 Dell United States Computer Hardware 10,291 -12%
36 19 Citi United States Financial Services 10,254 -49%
37 37 J.P.Morgan United States Financial Services 9,550 -11%
38 38 Goldman Sachs United States Financial Services 9,248 -10%
39 40 Nintendo Japan Consumer Electronics 9,210 5%
40 44 Thomson Reuters Canada Media 8,434 1%
41 45 Gucci Italy Luxury 8,182 -1%
42 43 Philips Netherlands Diversified 8,121 -2%
43 58 Amazon United States Internet Services 7,858 22%
44 51 L'Oreal France Personal Care 7,748 3%
45 47 Accenture United States Computer Services 7,710 -3%
46 46 eBay United States Internet Services 7,350 -8%
47 48 Siemens Germany Diversified 7,308 -8%
48 56 Heinz United States Food 7,244 9%
49 49 Ford United States Automotive 7,005 -11%
50 62 Zara Spain Apparel 6,789 14%
51 61 Wrigley United States Food 6,731 10%
52 57 Colgate United States Personal Care 6,550 2%
53 55 AXA France Financial Services 6,525 -7%
54 52 MTV United States Media 6,523 -9%
55 53 Volkswagen Germany Automotive 6,484 -8%
56 59 Xerox United States Computer Hardware 6,431 1%
57 42 Morgan StanleyUnited States Financial Services 6,399 -26%
58 63 Nestle Switzerland Food 6,319 13%
59 60 Chanel France Luxury 6,040 -5%
60 66 Danone France Food 5,960 10%
61 64 KFC United States Restaurants 5,722 3%
62 70 Adidas Germany Sporting Goods 5,397 6%
63 73 BlackBerry Canada Consumer Electronics 5,138 7%
64 65 Yahoo! United States Internet Services 5,111 -7%
65 67 Audi Germany Automotive 5,010 -7%
66 68 Caterpillar United States Diversified 5,004 -5%
67 69 Avon United States Personal Care 4,917 -7%
68 71 Rolex Switzerland Luxury 4,609 -7%
69 72 Hyundai Korea Automotive 4,604 -5%
70 76 Hermes France Luxury 4,598 1%
71 74 Kleenex United States Personal Care 4,404 -5%
72 41 UBS Switzerland Financial Services 4,370 -50%
73 50 Harley-Davidson United States Automotive 4,337 -43%
74 75 Prosche Germany Automotive 4,234 -8%
75 78 Panasonic Japan Consumer Electronics 4,225 -1%
76 80 Tiffany United States Luxury 4,000 -5%
77 79 Cartier Switzerland Luxury 3,968 -6%
78 77 GAP United States Apparel 3,922 -10%
79 81 Pizza Hut United States Restaurants 3,876 -5%
80 92 Johnson & Johnson United States Personal Care 3,847 7%
81 82 Allianz Germany Financial Services 3,831 -5%
82 83 Moet & Chandon France Alcohol 3,754 -5%
83 84 BP United Kingdom Energy 3,716 -5%
84 89 Smirnoff United Kingdom Alcohol 3,698 3%
85 88 Duracell United States Consumer Electronics 3,563 -3%
86 98 Nivea Germany Personal Care 3,557 5%
87 91 Prada Italy Luxury 3,530 -2%
88 93 Ferrari Italy Automotive 3,527 0%
89 94 Armani Italy Luxury 3,303 -6%
90 85 Starbucks United States Restaurants 3,263 -16%
91 New Lanco France FMCG 3,235 New
92 97 Shell Netherlands Energy 3,228 -7%
93 New Burger King United States Restaurants 3,223 New*
94 100 Visa United States Financial Services 3,170 -5%
95 New Adobe United States Computer Software 3,161 New
96 90 Lexus Japan Automotive 3,158 -12%
97 New PUMA Germany Sporting Goods 3,154 New
98 New Burberry United Kingdom Luxury 3,095 New*
99 New Polo Ralph United States Luxury 3,094 New*
100 New Cambell's United States FMCG 3,081 New
1 1 Coca-Cola United States Beverages 68,734 3%
2 2 IBM United States Computer Services 60,211 2%
3 3 Microsoft United States Computer Software 56,647 -4%
4 4 GE United States Diversified 47,777 -10%
5 5 Nokia Finland Consumer Electronics 34,864 -3%
6 8 McDonald's United States Restaurants 32,275 4%
7 10 Google United States Internet Services 31,980 25%
8 6 Toyota Japan Automotive 31,330 -8%
9 7 Intel United States Computer Hardware 30,636 -2%
10 9 Disney United States Media 28,447 -3%
11 12 HP United States Computer Hardware 24,096 2%
12 11 Mercedes-Benz Germany Automotive 23,867 -7%
13 14 Gillette United States Personal Care 22,841 4%
14 17 Cisco United States Computer Services 22,030 3%
15 13 BMW Germany Automotive 21,671 -7%
16 16 Louis Vuitton France Luxury 21,120 -2%
17 18 Marlboro United States Tobacco 19,010 -11%
18 20 Honda Japan Automotive 17,803 -7%
19 21 Samsung Korea Consumer Electronics 17,518 -1%
20 24 Apple United States Computer Hardware 15,433 12%
21 22 H&M Sweden Apparel 15,375 11%
22 15 American Express United States Financial Services 14,971 -32%
23 26 Pepsi United States Beverages 13,706 3%
24 23 Oracle United States Computer Software 13,699 -1%
25 28 Nescafe Switzerland Beverages 13,317 2%
26 29 Nike United States Sporting Goods 13,179 4%
27 31 SAP Germany Computer Software 12,106 -1%
28 35 IKEA Sweden Home Furnishings 12,004 10%
29 25 Sony Japan Consumer Electronics 11,953 -12%
30 33 Budweiser United States Alcohol 11,833 3%
31 30 UPS United States Transportation 11,594 -8%
32 27 HSBC United Kingdom Financial Services 10,510 -20%
33 36 Canon Japan Computer Hardware 10,441 -4%
34 39 Kellogg's United States Food 10,428 7%
35 32 Dell United States Computer Hardware 10,291 -12%
36 19 Citi United States Financial Services 10,254 -49%
37 37 J.P.Morgan United States Financial Services 9,550 -11%
38 38 Goldman Sachs United States Financial Services 9,248 -10%
39 40 Nintendo Japan Consumer Electronics 9,210 5%
40 44 Thomson Reuters Canada Media 8,434 1%
41 45 Gucci Italy Luxury 8,182 -1%
42 43 Philips Netherlands Diversified 8,121 -2%
43 58 Amazon United States Internet Services 7,858 22%
44 51 L'Oreal France Personal Care 7,748 3%
45 47 Accenture United States Computer Services 7,710 -3%
46 46 eBay United States Internet Services 7,350 -8%
47 48 Siemens Germany Diversified 7,308 -8%
48 56 Heinz United States Food 7,244 9%
49 49 Ford United States Automotive 7,005 -11%
50 62 Zara Spain Apparel 6,789 14%
51 61 Wrigley United States Food 6,731 10%
52 57 Colgate United States Personal Care 6,550 2%
53 55 AXA France Financial Services 6,525 -7%
54 52 MTV United States Media 6,523 -9%
55 53 Volkswagen Germany Automotive 6,484 -8%
56 59 Xerox United States Computer Hardware 6,431 1%
57 42 Morgan StanleyUnited States Financial Services 6,399 -26%
58 63 Nestle Switzerland Food 6,319 13%
59 60 Chanel France Luxury 6,040 -5%
60 66 Danone France Food 5,960 10%
61 64 KFC United States Restaurants 5,722 3%
62 70 Adidas Germany Sporting Goods 5,397 6%
63 73 BlackBerry Canada Consumer Electronics 5,138 7%
64 65 Yahoo! United States Internet Services 5,111 -7%
65 67 Audi Germany Automotive 5,010 -7%
66 68 Caterpillar United States Diversified 5,004 -5%
67 69 Avon United States Personal Care 4,917 -7%
68 71 Rolex Switzerland Luxury 4,609 -7%
69 72 Hyundai Korea Automotive 4,604 -5%
70 76 Hermes France Luxury 4,598 1%
71 74 Kleenex United States Personal Care 4,404 -5%
72 41 UBS Switzerland Financial Services 4,370 -50%
73 50 Harley-Davidson United States Automotive 4,337 -43%
74 75 Prosche Germany Automotive 4,234 -8%
75 78 Panasonic Japan Consumer Electronics 4,225 -1%
76 80 Tiffany United States Luxury 4,000 -5%
77 79 Cartier Switzerland Luxury 3,968 -6%
78 77 GAP United States Apparel 3,922 -10%
79 81 Pizza Hut United States Restaurants 3,876 -5%
80 92 Johnson & Johnson United States Personal Care 3,847 7%
81 82 Allianz Germany Financial Services 3,831 -5%
82 83 Moet & Chandon France Alcohol 3,754 -5%
83 84 BP United Kingdom Energy 3,716 -5%
84 89 Smirnoff United Kingdom Alcohol 3,698 3%
85 88 Duracell United States Consumer Electronics 3,563 -3%
86 98 Nivea Germany Personal Care 3,557 5%
87 91 Prada Italy Luxury 3,530 -2%
88 93 Ferrari Italy Automotive 3,527 0%
89 94 Armani Italy Luxury 3,303 -6%
90 85 Starbucks United States Restaurants 3,263 -16%
91 New Lanco France FMCG 3,235 New
92 97 Shell Netherlands Energy 3,228 -7%
93 New Burger King United States Restaurants 3,223 New*
94 100 Visa United States Financial Services 3,170 -5%
95 New Adobe United States Computer Software 3,161 New
96 90 Lexus Japan Automotive 3,158 -12%
97 New PUMA Germany Sporting Goods 3,154 New
98 New Burberry United Kingdom Luxury 3,095 New*
99 New Polo Ralph United States Luxury 3,094 New*
100 New Cambell's United States FMCG 3,081 New
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