Businessweek Archives

Check Out the 2008 Best Global Brands


Today we’re releasing our 8th annual BusinessWeek/Interbrand Best Global Brands ranking. There are great online extras this year, including a sortable version of the table linking to financial data, videos, and more stories.

This year’s theme is marketing in an uncertain economy. I take a look at brands that are spending big on brand-building despite the downturn. Jack Ewing focuses on brands that, having struggled in the U.S., are now succeeding abroad. Katlyn Graci and Chi Nguyen of 3iying, the all-girl millennial think tank, tell us why scoring brand equity with Gen Y girls is a whole lot harder. We also look and find that past recessions spawned some great ads. You can see me geeking out about that, and watch some classic commercials, in the video below.

You might be surprised to find two brands remain on the list this year – Merrill Lynch and AIG. Because Interbrand uses financial data for the 12 months ending June 30 for all the brands, we decided to keep the values the same. But we made the accompanying commentary as up to date as we could. While the future of the companies is uncertain, the brands could still retain value. Bank of America CEO Ken Lewis, for one, called Merrill Lynch his new “crown jewel,” and plans to use the brand name for BofA’s retail brokerage business. Not everyone will agree, so go ahead and speak up in the comments section.


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