The document analyzes brand value rankings across several industries from 2010. It finds that despite economic challenges, leading brands that emphasized sustainability, social responsibility, health, and building trust were able to grow in value. Industries like apparel and luxury saw modest declines while others like retail and personal care grew through focusing on value, quality, and reassuring customers.

6. APPAREL DOWN 4% “ Heritage helped brands as anxious shoppers sought reassurance.” No. Brand Brand Value $M Brand Value Change(2009-2010) 1. Nike 12,597 5% 2. H&M 12,131 1% 3. Zara 8,986 4% 4. Esprit 4,745 -28% 5. Adidas 3,263 -34% 6. Ralph Lauren 2,857 -6% 7. Next 2,569 54% 8. Puma 1,747 -8% 9. Gap 1,321 2% 10. Levi's 920 3%

9. “ At all price levels customers were more discriminating, and not just because they had less money to spend. They sought unusual items, adding the personal and unique to the calculus of value.” LUXURY DOWN 3% No. Brand Brand Value $M Brand Value Change(2009-2010) 1. Louis Vuitton 19,781 2% 2. Hermès 8,457 8% 3. Gucci 7,588 2% 4. Chanel 5,547 -11% 5. Hennessy 5,368 -1% 6. Rolex 4,742 -14% 7. Moët & Chandon 4,279 -12% 8. Cartier 3,964 -19% 9. Fendi 3,199 -8% 10. Tiffany & Co. 2,383 6%

12. “ Marketing personal care products in the recession required driving down price while reinforcing trust.” PERSONAL CARE 4% No. Brand Brand Value $M Brand Value Change(2009-2010) 1. Gillette 20,663 -10% 2. Colgate 14,224 15% 3. L'Oréal 14,129 -6% 4. Avon 7,293 -16% 5. Nivea 5,624 -14% 6. Garnier 4,955 -5% 7. Lancôme 3,960 -7% 8. Dove 3,564 9% 9. Oral B 3,501 0% 10. Crest 3,071 5% 11. Shiseido 2,617 9% 12. Olay 2,590 -10% 13. Estée Lauder 1,979 -7% 14. Secret 1,717 -8% 15. Signal 1 -9%

15. “ Betting on enduring changes in consumer attitudes, Walmart launched a new store prototype, reflecting a strategic shift in favour of price and value over endless choice.” RETAIL 1% No. Brand Brand Value $M Brand Value Change(2009-2010) 1. Walmart 39,421 -4% 2. Amazon 27,459 29% 3. Tesco 25,741 12% 4. Carrefour 14,980 0% 5. Target 12,148 -1% 6. eBay 9,328 -28% 7. Home Depot 8,971 -3% 8. ALDI 8,747 1% 9. Auchan 7,848 NA 10. Lowe's 7,008 10% 11. Best Buy 5,807 18% 12. IKEA 5,710 -15% 13. Marks & Spencer 5,699 -5% 14. Asda 4,922 -9% 15. Kohl's 4,371 12%

18. “ While several brands did well, the central story of the recession was more about which brands declined the least in sales and value.” Source: Millward Brown Source: BrandFinance® Source: Interbrand No. Brand Millward Brown Brand Value US $M 1. BMW 21,816 2. Toyota 21,769 3. Honda 14,303 4. Mercedes 13,736 5. Porsche 12,021 6. Nissan 8,607 7. Ford 7,039 8. VW 6,994 9. Audi 3,624 10. Renault 3,260 No. Brand Interbrand Brand Value US $M 1. Toyota 26,192 2. Mercedes 25,179 3. BMW 22,322 4. Honda 18,506 5. Ford 7,195 6. VW 6,892 7. Audi 5,461 8. Hyundai 5,033 9. Porsche 4,404 10. Ferrari 3,562 No. Brand BrandFinance® Global 500 US $M 1. Toyota 27,319 2. BMW 16,616 3. Mercedes 13,883 4. Honda 13,083 5. Ford 12,652 6. VW 11,468 7. Nissan 10,412 8. Porsche 7,994 9. Renault 7,042 10. Hyundai 3,905

21. BOTTLED WATER DOWN 2% “ And it doesn’t help that tap water is ‘in’. Many also request tap rather than bottled water in restaurants because it is free and fashionable.” No. Brand Millward Brown Brand Value $M Brand Value Change (2009-2010) 1. Evian 907 21% 2. Aquafina 785 -3% 3. Perrier 653 -5% 4. Dasani 602 -1% 5. Volvic 564 6% 6. Poland Spring 487 -3% 7. Pure Life† 361 -21% 8. Vittel 335 -3% 9. Levissima 303 -6% 10. Contrex 241 -16%

24. Fast Food UP 1% “ The leading hamburger chains – McDonald’s, Burger King and Wendy’s – improved the ingredients of their core offering” No. Brand Millward Brown Brand Value $M BrandFinance® Global 500 US $M Interbrand Brand Value US $M 1. McDonald's 66,005 20,192 33,578 2. Subway 12,032 N/A N/A 3. Starbucks 7,502 5,187 3,339 4. KFC 7,147 N/A 5,844 5. Pizza Hut 3,363 N/A 3,973 6. Tim Hortons 3,236 N/A N/A 7. Wendy's 2,491 N/A N/A 8. Taco Bell 1,835 N/A N/A 9. Burger King 1,767 N/A N/A 10. Arby's 682 N/A N/A

27. SOFT DRINKS DOWN 1% “ As the soft drink category is being flanked by water, fruit juices, smoothies, energy drinks and other options, the iconic brand leaders, Coke and Pepsi, are developing line extensions aimed at new consumer tastes.” No. Brand Millward Brown Brand Value $M BrandFinance® Global 500 US $M Interbrand Brand Value US $M 1. Coca-Cola 54,523 70,452 34,844 2. Diet Coke/ Coke Light/Zero 13.460 N/A N/A 3. Pepsi 10,434 15,991 14,061 4. Red Bull 8,917 N/A N/A 5. Fanta 4,662 N/A N/A 6. Sprite 3,855 N/A 5,777 7. Gatorade 2,935 3,225 N/A 8. Dr. Pepper 2,536 N/A N/A 9. Mountain Dew 2,322 3,510 N/A 10. Diet Pepsi 2,318 N/A N/A