Magazine article Risk Management

Best Brands 2009

Magazine article Risk Management

Best Brands 2009

Article excerpt

When a picture of a can of Coke is recognizable to citizens in the poorest nations of the world, you have a good brand. When your restaurant serves food to 47 million customers per day in 122 countries, you have a good brand. And when your search engine handles 91 million searches per day and people use the name both as a noun to describe the company and a verb to describe the act of searching the web, you have a good brand. In BusinessWeek's annual ranking of the "best global brands" Coca-Cola nabbed the number one spot, McDonald's placed sixth and the relatively new Google ranked seventh. This is nothing new for Coca-Cola, however--the soft drink super force has held the spot since the rankings began nine years ago.

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McDonald's enjoyed a 4% change in its overall "brand value" since 2008 rising from $31.5 billion to $32.3 billion. The fast food chain has flourished in a struggling economy by offering cheap menu items while also overcoming some negative publicity. After mounting pressure from the People for the Ethical Treatment of Animals, McDonald's used its status to force egg suppliers to raise their living standards for hens and cease de-beaking them.

On the other end of the spectrum, the UBS brand took a steep plunge, falling 31 places since last year's study to number 72 on the list. Besides the fact that, as a financial firm, it stood little chance of climbing the ranks this year, UBS suffered because of the company's voluntary lack of transparency. …

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