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Best Global Brands 2009

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Best Global Brands 2009: Trust

BusinessWeek's David Kiley explores the importance of trust when it comes to the reputation of brands

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In Depth

The Great Trust Offensive

Companies as diverse as McDonald's, Ford, and American Express are revamping their marketing to win back that most valuable of corporate assets

Turmoil in the Rankings

As consumers rethink their priorities, companies struggle to revamp their marketing. Here's who's coming out ahead

Pepsi's Web-Smart Thrust into China

Its promotions have made it the No. 1 cola in the mainland

At Amazon, Marketing Is for Dummies

Instead of lavish ads, it invests in technology and distribution—and the results are startlingly effective

As the Race Slows Down, Audi Hits the Gas

The German carmaker is pouring money into marketing to expand its share of the luxury market and push diesel models in the U.S.

Panasonic Puts Its Chips on 3D TV

Plasma sets have given it a big boost. Now it's betting consumers will pay up for 3D

Campbell's: Not About to Let the Soup Cool

The recession has proved a boon, but to stay dominant the company is launching new products and wooing the Russian market

Building Brands You Can Trust

"Be helpful, be consistent, be everywhere," advises Chris Brogan, co-author of Trust Agents, a book of advice for those looking to navigate the world of social media and marketing to build sustainable brands