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The latest BrandZ list of the top 100 global brands shows that established names have bucked the downturn and continue to outperform the stock market.
Despite the past year's economic doldrums, the value of the world's top 100 brands still rose by 4%, to dollars 2.04tn, according to the BrandZ Global Brands study. This brings the total increase in the value of those brands making up the top 100 over the past five years to 40%.
According to the findings of the study - revealed exclusively by Marketing - strong brands continue to outperform the stock market.
Financial directors may be left unmoved by glib statements from the advertising industry about 'spending through the recession'. However, they cannot easily dismiss the enduring power of the biggest global brands to create desire and inspire loyalty among consumers, or the impact this has on the company's bottom line. Ultimately, this could offer some much-needed leverage to marketers.
The BrandZ research shows the strongest and most valuable brands are also the most price-resistant. According to the report, only 7% of consumers buy on price alone and less than a third will compromise between brand and price.
Brand is an important influence for nearly nine out of 10 consumers, who take little notice of cost when they are purchasing brands with which they have a strong affinity. In short, a strong brand is a great margin protector.
This year's study also offers many examples of brands successfully recovering from tough times. Samsung's brand value bounced back to dollars 11.4bn in 2010 from dollars 6.3bn the previous year. Similarly, Starbucks showed signs of regaining its former glory with a brand value of dollars 8.5bn, up from dollars 7.2bn in 2009.
By way of contrast, car marque Toyota's brand valuation reflected its recent fall from grace - it tumbled to dollars 21.7bn, from dollars 29.9bn in 2009.
UK brands proved to be remarkably resilient; nine of the top 10 UK brands also topped the rankings last year, …