The world's strongest brands have proven their resilience to recession: When most key financial indicators plummeted last year, the value of the BrandZ* Top 100 brands, led by technology brands, rose 4% to more than $2 trillion, according to Millward Brown.

Tech brands took the top 4 spots on the 2010 BrandZ list of the 100 most valuable global brands:

  1. Google: $114 billion, up 14% from 2009
  2. IBM: $86 billion, up 30%
  3. Apple: $83 billion, up 32%
  4. Microsoft: $76 billion, up 0%

Among the top 10 companies, only three were non-tech brands: McDonald's, Coca-Cola, and Marlboro.

Among 17 industry categories, just four registered positive growth in brand value this year:

  • Financial institutions posted the largest yearly gain in brand value, up 12% for the year, but that was after an 11% drop in 2008.
  • Technology grew 6% on the strength of both business and consumer spending.
  • Beer and fast food registered positive growth for the year, 10% and 1%, respectively.

The automotive category registered 15% losses in brand value, following a 22% decline in 2008, as consumers deferred major purchases.


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World's Most Valued, Resilient Brands Led by Tech

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