Top Global Brands: 2009 vs. 2014

Posted by Lindsay Brown on November 14, 2014 in Brand Awareness, Brand Identity, Corporate Branding

Five years is a long time in the business world. Many brands have stepped up their game and risen to the top, while many others have fallen from the top of the mountain. Here is a look at the top 10 global brands from 2009 and how they are ranked today in 2014.

We would like to thank Interbrand for their informative articles about Brand Value.

2009: Top 10 Brands

Coca-Cola
IBM
Microsoft
Johnson & Johnson
Nokia
McDonalds
Google
Toyota
Intel
Disney

2014: Top 10 Brands

Apple
Google
Coca-Cola
IBM
Microsoft
Johnson & Johnson
Samsung
Toyota
McDonalds
Mercedes-Benz

Biggest Brand Winners

Over the past 5 years, many brands have risen to the occasion and have become huge, global enterprises. Many companies have pushed up the rankings while many other brands have dropped in the brand rankings. Here are the biggest winners of Interbrand’s Top Global brands between 2009 and 2014.

Apple

2009 Ranking: #20

2014 Ranking: #1

Apple has become a major innovator in the industries it competes in and their brand ranking reflects that. Apple wasn’t even ranked in the top 15 in 2009, however now they are ranked number 1. Apple’s devices, software, and services have taken them from a 2009 brand value of $15,433 million to their 2014 valuation of $118,863 million. With the upcoming and recent releases of ApplePay, the AppleWatch, and the newest iPad, Apple positions itself to stay on top.

Samsung

2009 Ranking: #19

2014 Ranking: #7

Samsung has seen a lot of success over the past 5 years in large part due to its: smart phones, tablets, and other electronics. Samsung has put some focus on wearable electronics, which could become the next wave of tech innovation. Samsung has also greatly increased its marketing spend (to about $14 billion) to help its brand compete with other brands such as Apple and Google. Samsung has leapfrogged in the rankings and has greatly increased its brand value. In 2009, the Samsung brand was worth $17,518 million, while in 2014, it is now worth $45,462 million.

Google

2009 Ranking: #7

2014 Ranking: #2

Primarily known as a search company, Google has spent heavily in acquisitions and R&D. Over the past couple of years, Google has spent around $17 billion on acquisitions and is pushing into: robotics, artificial intelligence, wearable devices, and much more. Google had a 2009 brand value of $31,980 million and in 2014 they now have a $107,439 million brand value. Google is firmly cemented as the market leader in search and will continue to try to innovate in other areas. Look for Google and Apple to be competing for the top spot in the rankings for years to come.

Brand Slips

While many brands have succeeded in climbing the rankings, others have fallen. While these brands may have increased in value ($), they have failed to keep up with other brands in the rankings.

Coca-Cola

2009 Ranking: #1

2014 Ranking: #3

In 2009, Coca-Cola was the king of the mountain and was ranked number 1. In 2014 however, they are now ranked number 3. Coca-Cola had a brand value of $68,734 million in 2009, while they now have a 2014 brand value of $81,563 million. While Coca-Cola has only dropped a couple of rankings, Coca-Cola faces many challenges in the present and future. Soda consumption and sales have fallen in America in recent years, mainly due to consumers becoming more health-conscious. Coca-Cola is looking to combat recent trends in the industry and is looking to connect more with Millennials. Coca-Cola’s “Share a Coke” campaign is an example of this and only time will tell if Coca-Cola will be able to take back its former throne.

Intel

2009 Ranking: #9

2014 Ranking: #12

Intel has been booted out of the top 10. PC sales have been experiencing a 4.4% year-to-year decline. Intel is moving into new markets such as cloud computing and wearables in hopes to increase revenue. Intel is finding it hard to differentiate itself however and it will be interesting to see if Intel will be able to turn things around. Intel had a brand value of $30,636 million in 2009 and in 2014 they have a brand value of $34,153 million.

McDonalds

2009 Ranking: #6

2014 Ranking: #9

McDonalds is perhaps the most recognizable food chain on the planet and is a household name. McDonald’s global sales however have been under pressure. McDonalds has been struggling due to consumers becoming more health conscious, decreasing brand perception, and from the rise of fast casual restaurants such as Chipotle. McDonalds has a reputation for selling unhealthy, low-quality foods and they are trying to combat that. McDonalds has added many healthy alternatives to its menu including: smoothies, salads, and fresh fruit. McDonalds had a 2009 brand value of $32,275 million and in 2014 they have a brand value of $42,254 million. It is going to be hard to predict if McDonalds will be able to meet consumers demands and if they will be able to improve their declining image.

While many brands have consistently stayed in the top 10 over the past 5 years, many have jumped up in the rankings while others have tumbled. Companies such as Apple and Google made rapid ascensions in the rankings, while other brands such as McDonalds and Intel have struggled to keep up. Which brands do you see rising or falling within the next five years?

Click here for full 2009 and 2014 rankings information.