Best Global Brands

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Some companies, having reached the top, are willing to spend to stay there. Louis Vuitton (No. 16) plans to continue to boost its marketing budget, downturn or not. "We never change the long-term strategy because of short-term problems," says CEO Yves Carcelle. Louis Vuitton's aim is twofold: keeping the aspirational masses hooked on classic luggage and handbags and ensuring that fashionistas continue to see the company as edgy. Louis Vuitton has been pouring money into magazine ads and earlier this year released its first video commercial, which first ran online. The company also ran the 90-second spot—called "Where Will Life Take You?"—on CNN, the BBC, and in movie theaters worldwide. Meanwhile, Louis Vuitton has linked itself to big artists, including Takashi Murakami, with whom it sponsored a traveling exhibit. Global revenue grew 14% during the first six months of 2008.

Even underdogs can show some bite during a downturn. Amid slowing sales in the U.S., Volkswagen (No. 53) is going after a niche its Detroit rivals have pretty much left for dead: minivans. Pushing its new Routan minivan, says VW marketing manager Brian Thomas, strikes at the soft underbelly of his rivals: The Big Three have slashed ad spending on minivans, and the entire industry is running ads promoting fuel efficiency. That makes minivans a comparatively quiet niche, one in which its theoretically easier to grab consumers' attention.

Thomas expects Toyota (TM) and Honda (HMC), which sell the popular Sienna and Odyssey minivans, respectively, to keep spending steady on marketing these vehicles. But he thinks a lower price (the Routan starts at $24,700) and lighthearted commercials starring Brooke Shields will lure first-time buyers. He wouldn't let on how much the company is spending to market the Routan but says the new minivan is getting more money allotted to it than any other VW model in the U.S. "We know that this is a huge growth opportunity for the VW brand," says Thomas. "It's consistent with our overall business plan over the next 10 years." In other words: What recession?

For a look at vintage TV ads aired during recessions, go to businessweek.com/go/tv/ads

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Business Exchange related topics:
Branding
Brand Identity
Brand Marketing
Reputation Management

With Michael Arndt in Chicago

Helm is marketing editor for BusinessWeek in New York