Credit crisis wipes billions off the value of banking brands

Internet giants among biggest winners

The worst-hit financial services brands have lost $16bn (£9.7bn) of their value thanks to the last 12 tumultuous months of the banking crisis, a leading survey will say today.

Taken together, the top 100 world brands have lost around 4.5 per cent of their worth since 2008, according to the Interbrand annual league table. But while there have been no movers in the top five spots – ranking Coca-Cola, IBM, Microsoft, GE and Nokia the same as last year – the financial crisis has caused the biggest losses in value since the survey began a decade ago.

UBS was this year's biggest overall faller, losing a staggering 50 per cent of its value to leave the brand worth $4.4bn compared with nearly $9bn last year. The fall took the Swiss bank from 41st place to 72nd in the league. The second biggest drop was Citi, which lost 49 per cent and fell from 19th to 36th. Morgan Stanley was also hit hard, dropping by 26 per cent. Amex lost 32 per cent and fell seven places to 22nd. HSBC lost 20 per cent.

But last year's catastrophe has also had its winners, even in the banking sector. Goldman Sachs held on to its 38th place with a respectable 10 per cent drop in value, and JP Morgan stayed at 37th with an 11 per cent loss. Interbrand is also tipping Barclays, Credit Suisse and Santander – none of which is yet in the top 100 – as names to watch in the future.

Graham Hales, the managing director of Interbrand, said: "There are different stories here about how financial services brands have managed themselves through the crisis. Some of the bank brands have been able to maintain a degree of confidence even in difficult circumstances, where others' lack of confidence is being clearly communicated by the organisation."

Away from financial services, the top-performing brands continue to add millions of dollars to their value. Google – which shot up by 43 per cent last year – was also 2009's fastest riser, adding another quarter to its brand valuation, taking it to 7th place overall with a total value of $32m. "Google is continuing its march up the table," Mr Hales said. "It continues to dominate its market and also continues to innovate, such as the phone about to come out."

The next best performer was Amazon, adding 22 per cent to take it to 43rd position. "Amazon does well as a retailer without a retail footprint, so it benefits from a more efficient business model," Mr Hales said. Zara, the Spanish-owned clothing chain, which jumped by 14 per cent and rose from 62nd to 50th is also boosted by market-leading logistics that takes fashions from the catwalk to the high street faster than its competitors can.

Another big mover was Nestlé, adding $727m or 13 per cent to its value, taking it from 63rd to 58th. And Apple jumped four places up to the league to 20th by adding 12 per cent to take the brand value to $15bn.

While it is little surprise that financial services companies should be faring badly, or that recession-hit industrial sectors such as automotive also show a marked dip, the lift to companies with low-commitment branded products was less expected, according to Interbrand. Not only has Coca-Cola, held on to the top spot – adding 3 per cent to its brand value and taking it to an eye-watering $69m – but Gillette, H&M and Kellogg's have done well through the downturn for similar reasons.

Top-end luxury brands have also held on to the majority of their value, compared with their mid-market counterparts. Ferrari was by far the best-performing automotive brand, maintaining last year's $3.5bn valuation, while the majority of others in the top 100 fell by between 5 and 10 per cent. Harley Davidson was one of the worst losers, dropping a whopping 43 per cent, taking it from 50th to 73rd place.

News
John Travolta is a qualified airline captain and employed the pilot with his company, Alto
people'That was the lowest I’d ever felt'
Life and Style
healthIt isn’t greasy. It doesn’t smell. And moreover, it costs nothing
News
i100

Other places that have held independence referendums
Sport
Jonas Gutierrez (r) competes with Yaya Toure (l)
football

Newcastle winger is in Argentina having chemotherapy

PROMOTED VIDEO
Arts and Entertainment
Blossoming love: Colin Firth as Stanley and Emma Stone as Sophie, in 'Magic in the Moonlight'
film

Actors star in Woody Allen's 'Magic in the Moonlight'

News
peopleThe Times of India said actress should treat it as a 'compliment'
News
news

Watch this commuter wage a one-man war against the Circle Line
News
We are phenomenally good at recognising faces; the study showed that humans have been selected to be unique and easily recognisable
science

Human faces unique 'because we don't recognise each other by smell'

Arts and Entertainment
You've been framed: Henri Matisse's colourful cut-outs at Tate Modern
artWhat makes a smash-hit art show?
Property
Home body: Badger stays safe indoors
lifeShould we feel guilty about keeping cats inside?
News
A male driver reverses his Vauxhall Astra from a tow truck
news

Man's attempt to avoid being impounded heavily criticised

Arts and Entertainment
US pop diva Jennifer Lopez sang “Happy Birthday” to Gurbanguly Berdimuhamedow, president of Turkmenistan
musicCorporate gigs become key source of musicians' income
News
ebooksAn unforgettable anthology of contemporary reportage
Arts and Entertainment
While many films were released, few managed to match the success of James Bond blockbuster 'Skyfall'
filmsDaniel Craig believed to be donning skis as 007 for first time
Student
The Guildhall School of Music and Drama is to offer a BA degree in Performance and Creative Enterprise
student

Arts and Entertainment
Emma Thompson and Bryn Terfel are bringing Sweeney Todd: The Demon Barber of Fleet Street to the London Coliseum
theatre

Returning to the stage after 20 years makes actress feel 'nauseous'

Arts and Entertainment
Pulp-fiction lover: Jarvis Cocker
booksJarvis Cocker on Richard Brautigan
Arts and Entertainment
Robin Thicke and Pharell Williams in the video of the song, which has been accused of justifying rape
music...and he had 'almost no part' in writing it
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

iJobs Job Widget
iJobs Money & Business

Trainee Recruitment Consultant - Birmingham - Real Staffing

£18000 - £23000 per annum + Commission: SThree: Real Staffing are currently lo...

Recruitment Consultant - Soho - IT, Pharma, Public Sector

£20000 - £25000 per annum + OTE £35,000 first year: SThree: The SThree group i...

Sales Executive

£20 - 24k (Uncapped Commission - £35k Year 1 OTE): Guru Careers: We are seekin...

Payroll & Accounts Assistant

£20 - 24k + Benefits: Guru Careers: This is a great opportunity for an enthusi...

Day In a Page

Mystery of the Ground Zero wedding photo

A shot in the dark

Mystery of the wedding photo from Ground Zero
His life, the universe and everything

His life, the universe and everything

New biography sheds light on comic genius of Douglas Adams
Save us from small screen superheroes

Save us from small screen superheroes

Shows like Agents of S.H.I.E.L.D are little more than marketing tools
Reach for the skies

Reach for the skies

From pools to football pitches, rooftop living is looking up
These are the 12 best hotel spas in the UK

12 best hotel spas in the UK

Some hotels go all out on facilities; others stand out for the sheer quality of treatments
These Iranian-controlled Shia militias used to specialise in killing American soldiers. Now they are fighting Isis, backed up by US airstrikes

Widespread fear of Isis is producing strange bedfellows

Iranian-controlled Shia militias that used to kill American soldiers are now fighting Isis, helped by US airstrikes
Topshop goes part Athena poster, part last spring Prada

Topshop goes part Athena poster, part last spring Prada

Shoppers don't come to Topshop for the unique
How to make a Lego masterpiece

How to make a Lego masterpiece

Toy breaks out of the nursery and heads for the gallery
Meet the ‘Endies’ – city dwellers who are too poor to have fun

Meet the ‘Endies’ – city dwellers who are too poor to have fun

Urbanites are cursed with an acronym pointing to Employed but No Disposable Income or Savings
Paisley’s decision to make peace with IRA enemies might remind the Arabs of Sadat

Ian Paisley’s decision to make peace with his IRA enemies

His Save Ulster from Sodomy campaign would surely have been supported by many a Sunni imam
'She was a singer, a superstar, an addict, but to me, her mother, she is simply Amy'

'She was a singer, a superstar, an addict, but to me, her mother, she is simply Amy'

Exclusive extract from Janis Winehouse's poignant new memoir
Is this the role to win Cumberbatch an Oscar?

Is this the role to win Cumberbatch an Oscar?

The Imitation Game, film review
England and Roy Hodgson take a joint step towards redemption in Basel

England and Hodgson take a joint step towards redemption

Welbeck double puts England on the road to Euro 2016
Relatives fight over Vivian Maier’s rare photos

Relatives fight over Vivian Maier’s rare photos

Pictures removed from public view as courts decide ownership
‘Fashion has to be fun. It’s a big business, not a cure for cancer’

‘Fashion has to be fun. It’s a big business, not a cure for cancer’

Donatella Versace at New York Fashion Week