商业周刊评出09年全球100佳品牌

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阿卡索英语编者按:这是艰难的一年,但是所有在2009年BusinessWeek/Interbrand最佳品牌榜单中的上榜品牌都成功地经受了暴风雨的洗礼。在这儿,我们发掘列表中所有100个品牌的发展战略,从排名100的Campbell到名列榜首的可口可乐。

It has been a tough year, but the brands topping the 2009 BusinessWeek/Interbrand list of Best Global Brands have managed to weather the storm admirably. Here, find out more about the strategies of all 100 brands on the list, from Campbell's, slipping in at No. 100, to this year's No. 1, Coca-Cola.

No. 100: Campbell's

The 140-year-old company has found success by pitching its soups as cheap, nutritious meals. It aims to expand its offerings in Russia next year.

No. 99: Polo Ralph Lauren

Sales have slumped, but an elegant new Web site and increasing emphasis on reaching younger consumers have helped the apparel maker beat expectations.

No. 98: Burberry

Like many luxury brands, it is looking for new customers in emerging markets, including Bahrain. Burberry also opened a new headquarters in New York City.

No. 97: Puma

The sneaker maker is accelerating a push into fashion by, for example, joining with British designer Alexander McQueen in an attempt to compete with Adidas.

No. 96: Lexus

The recession and stiff competition from European rivals hurt Lexus, which is hoping its emphasis on hybrid models will differentiate it from the pack.

No. 95: Adobe

Designers of ads and Web sites swear by its software, which includes Flash and Photoshop. But tough times have hurt sales of Adobe's latest products.

No. 94: Visa

The company is poised to capitalize on a growing global shift from high-cost credit cards to debit cards. Visa already dominates the U.S. debit-card market.

No. 93: Burger King

Cheeky ads and the Whopper Bar, which offers customized burgers, bolstered BK's appeal. To maintain momentum next year, its ad budget will rise 25%.

No. 92: Shell

Its reputation restored after a scandal over misrepresenting oil reserves, the company is cutting layers of management to match lower oil prices and profits.

No. 91: Lancome

Thanks to such innovations as a "vibrating power mascara," plus a handful of celebrity endorsements, the cosmetics giant has regained some of its luster.

No. 90: Starbucks

Hit by the recession and facing competition from McDonald's, the coffee chain is making its food healthier, lowering some prices, and introducing, yes, instant coffee.

No. 89: Armani

Despite offering fashion at various price points, Armani has so far avoided hurting its brand. Now it is developing a chain of luxury hotels and resorts.

No. 88: Ferrari

Ferrari sales typically have held up in good times and bad. This recession is no exception, prompting the carmaker to open new stores and launch new models.

No. 87: Prada

Armed with fresh capital, the only fashion label with a movie named after it is opening stores around the globe.

No. 86: Nivea

Sales fell in the U.S. and Europe as consumers switched to generic skin-care products. Nivea is using its brand strength to win loyalty in emerging markets.

No. 85: Duracell

Beset by private labels, new ads invoke a heritage of safety, trust, and performance. Duracell is also innovating, including a battery charger that works in a car.

No. 84: Smirnoff

Tony beverages suffered as consumers cut back on boozing, but Smirnoff held its own with cheaper libations and premade cocktails.

No. 83: BP

The oil giant has brought new projects online, mollified Russian partners, and focused green energy efforts on a few businesses such as wind power in the U.S.

No. 82: Moet & Chandon

Consumers switching to cheaper champagne and sparkling wines have hurt. With fewer marketing dollars, the brand is doing things like film festival sponsorship.

No. 81: Allianz

The insurer preserved a reputation for financial solidity by avoiding the worst of the crisis. Allianz is poised to grow as it moves into markets like India and China.

No. 80: Johnson & Johnson

J&J has long been perceived as comforting and trustworthy—ideal positioning for hard times. Its sponsorship of the 2008 Olympics boosted its global visibility.

No. 79: Pizza Hut

Sluggish sales in the U.S. have prompted the pizza chain to turn to China and India for growth as it expands its menu with new dishes like pasta and wings.

No. 78: Gap

Sales fell because Gap failed to lure enough shoppers to its low-priced apparel. Featuring its four pisions on one Web site also could confuse consumers.

No. 77: Cartier

Cartier's loyal high-end customers, particularly those living in China and the Middle East, have softened somewhat a consumer pullback elsewhere.

No. 76: Tiffany & Co.

A strong dollar and weak economy slammed U.S. sales. But Tiffany continues to open stores, and a $93,000 diamond-encrusted cell phone attests to the brand's ambition.

No. 75: Panasonic

Its TV and digital camera units are struggling. Acquiring Sanyo Electric gives Panasonic more green products, from solar panels to batteries for electric cars.

No. 74: Porsche

A takeover struggle with VW hurt Porsche's image, and sales plunged amid the downturn. But the company still enjoys a reputation for fast, sexy, reliable cars.

No. 73: Harley-Davidson

A hog is the ultimate discretionary buy, not ideal in these times. And as boomers age, Gen Y isn't picking up the slack. Harley is pinning its hopes on Asia.

No. 72: UBS

UBS brought in a new CEO to clean house but is still struggling with the legacy of huge credit-crunch losses and revelations it helped U.S. clients evade taxes.

No. 71: Kleenex

It's doing well overseas, but private labels spell trouble at home. The brand is fighting back with technology; one example is Kleenex Facial Tissue with Lotion.

No. 70: Hermes

Leather goods are holding up relatively well in the recession, especially in Asia where new stores are opening, helping the fashion house boost sales this year.

No. 69: Hyundai

Encouraged by a weak won and the improving quality of its cars, Hyundai poured money into marketing and boosted global market share to a record 5%.

No. 68: Rolex

Fancy watches aren't selling like they used to. But to maintain brand integrity over the long haul, Rolex has discouraged its dealers from lowering prices.

No. 67: Avon

Amid a tough global economy and battle for sales, Avon has been expanding its direct-sales army—often by recruiting people laid off from other industries.

No. 66: Caterpillar

Construction may be quiet in the U.S., but

in building sites, mine pits, and farm fields in China and India, Caterpillar's big yellow machines are multiplying fast.

No. 65: Audi

It has suffered less than other luxury car brands, thanks to its foothold in China and lower exposure to the U.S. market. Sharing parts with VW helped Audi's margins.

No. 64: Yahoo!

After fending off Microsoft's advances, Yahoo cut a search deal with the software giant. It was needed but showed the limits of Yahoo's tech prowess.
No. 63: BlackBerry

No brand has a bigger global presence in smartphones than BlackBerry. It certainly doesn't hurt that the U.S. President wears one on his belt.

No. 62: Adidas

Sales are declining, but thanks to strength in soccer balls, shoes, and apparel, Adidas will likely rebound in 2010 as the World Cup in South Africa approaches.

No. 61: KFC

The launch of its grilled chicken meal was a PR mess due to a coupon shortage, but the new, healthier product helped turn around KFC's declining U.S. sales.

No. 60: Danone

The world leader in fresh dairy products looks poised for increased global reach after raising $4.3 billion—its first capital increase in 22 years.

No. 59: Chanel

Sales of its perfumes and apparel have suffered in the downturn, but the legendary Paris fashion house says it expects to eke out sales growth in '09.

No. 58: Nestle

With a nearly $2 billion R&D budget, Nestlé has moved into healthier fare—from nutritionally enriched baby food to probiotics that protect the skin from the sun.

No. 57: Morgan Stanley

While trading operations have revived earnings, the brokerage business remains under siege. The firm won't regain its footing until the economy rebounds.

No. 56: Xerox

Amid a dismal year for office equipment, Xerox forged ahead with new eco-friendly technologies and continued its move beyond hardware into services.

No. 55: Volkswagen

With its lineup of fuel-efficient cars and strong positions in China and Brazil, VW has held up better than the industry as a whole. It has work to do in the U.S.

No. 54: MTV

Pinched by sliding ratings among young adults and a drop in advertising, MTV is revamping its programming, including more animation and documentary series.

No. 53: AXA

The insurer is trying to project stability (new slogan: Profits have slumped but not as much as some analysts expected

No. 52: Colgate

Despite the global slowdown, Colgate's oral, personal, and home-care categories grew robustly this year, while the brand gained share at home and abroad.

No. 51: Wrigley

The maker of gums like Orbit and Extra is getting traction by pushing the health benefits of chewing its brands.

No. 50: Zara

Zara is benefiting from a strong appetite for fashionable but affordable clothing. It spends relatively little on advertising, relying on word of mouth to drive sales.

No. 49: Ford

It deftly separated its brand from the troubles of its Detroit siblings. But as Ford rolls out a risky "one model for all markets" strategy, it faces a newly minted GM.

No. 48: Heinz

The ketchup king now derives more than 60% of its sales overseas and plans to boost marketing spending to fend off the threat from private-label products.

No. 47: Siemens

A bribery scandal hurt, but the electronics maker has moved on and aims to exploit its engineering prowess in green energy and mass transportation.

No. 46: eBay

Once the symbol of yard-sale-style online auctions, the Web site is increasingly selling new products from wholesalers and liquidators. GM is even selling cars.

No. 45: Accenture

The firm launched an ad campaign after the crash positioning itself as "the partner of choice" in uncertain times. That didn't stop corporations from cutting consultants.

No. 44: L'Oreal

The world's leading cosmetics and mass-market beauty brand continues to reinforce its sales in emerging markets, particularly Brazil, India, China, and Poland.

No. 43: Amazon

The e-tail titan prospered by continuing to offer low prices and superb customer service in hard times. It risks losing focus by expanding into e-books and apparel.

No. 42: Philips

The conglomerate has continued a transition from low-margin electronics maker to a leading player in health care, lighting, and high-end consumer gadgets.

No. 41: Gucci

The storied luxury goods maker has held up better than many rivals, thanks in part to an aggressive push in emerging markets, especially brand-obsessed China.

No. 40: Thomson Reuters

Since the merger, Thomson's strength in less cyclical areas such as legal information has helped balance Reuters' heavy dependence on financial services.

No. 39: Nintendo

Its Wii and portable DS gaming consoles still outsell rivals'. But the company isn't recession-proof: Annual profits could fall for the first time in four years.

No. 38: Goldman Sachs

It proved that when the chips are down in finance, those that lose the least become the new winners. Now, Goldman is under fire over its outsize profits.

No. 37: JPMorgan

It is capitalizing on its position as one of the strongest financial institutions. The acquisition of Washington Mutual eventually should give JP broader reach in the U.S.

No. 36: Citi

Mismanagement and bad bets on risk at home have sullied Citi's reputation around the world, though its international business remains profitable.

No. 35: Dell

It is continuing its overhaul by moving aggressively into retail and sharpening its design chops, but Dell needs to cut costs if it is to compete with HP and others.

No. 34: Kellogg's

Easing commodity costs and higher prices boosted the cereal maker's profits, while new products like Special K Crackers and Jumbo Rice Krispies kept private-label rivals at bay.

No. 33: Canon

Corporate cutbacks hurt its office machine and chipmaking businesses. To rev up sales, Canon is preparing new products with more network-friendly features.

No. 32: HSBC

The worldwide credit crisis slammed its U.S. retail businesses. The world's second-largest bank is now trying to extricate itself from those bad bets.

No. 31: UPS

The global downturn hit the shipping giant hard. UPS has upped its marketing budget to $200 million and is building a new hub in China.

No. 30: Budweiser

Squeezed at home by premium brews on one side and discount ones on the other, the beer maker is growing strongly in emerging markets like Vietnam.

No. 29: Sony

It has lost billions on TVs and game consoles. But Sony's software is improving: The latest e-book Reader allows users to tap Google Books and local libraries.

No. 28: Ikea

The home goods giant is flourishing as recession-scarred consumers continue to snap up its stylish-yet-affordable designs, offsetting stumbles in Russia.

No. 27: SAP

It remains the leader in providing software to automate HR and other internal corporate functions. But SAP's new line of Web-based software has disappointed.

No. 26: Nike

Battling to control costs and keep rivals at bay, Nike continued amid the recession to spend money on innovation, including a line of eco-friendly sports gear.

No. 25: Nescafe

Nestlé's flagship is playing to consumers' new aversion to pricey designer coffee. It also is catering to the health-conscious with new drinks.

No. 24: Oracle

Amid shrinking demand for corporate software, Oracle has stepped up face-to-face meetings—dinners, seminars—between its executives and customers.

No. 23: Pepsi

It got a brand facelift with a new logo and sleeker packaging, but Pepsi was not immune to the tough climate for carbonated beverages, particularly in the U.S.

No. 22: American Express

Hurt by accounts gone bad, the aspirational card company is bolstering loyalty programs and reviewing its card portfolio to get rid of riskier account holders.

No. 21: H&M

As many retailers suffer from the global recession, H&M has been expanding and luring value-conscious consumers with its affordable-yet-stylish apparel.

No. 20: Apple

Mac sales have slowed, but Apple continues to prosper thanks to the iPhone, now in its third generation, and an app store that rivals are rushing to copy.

No. 19: Samsung

It has overtaken Sony as the top TV brand and emerged as the only credible challenger to Nokia in mobile phones. To expand its appeal, Samsung is opening an app store.

No. 18: Honda

Despite slumping global sales, Honda's lineup of gas sippers and a profitable motorbike business have helped the automaker navigate the recession.

No. 17: Marlboro

As marketing restrictions tighten at home, the cigarette giant continues to push hard in emerging markets from Asia to Russia and win over millions of smokers.

No. 16: Louis Vuitton

The world's preeminent luxury brand has enjoyed a sales rebound in Europe this year, while continuing to tap new wealth in Asia and the Middle East.

No. 15: BMW

It has demonstrated that buyers will pay a premium for a chic, sporty compact. BMW is also benefiting from an early investment in more efficient engines.

No. 14: Cisco

The battle to rebrand itself as more than a maker of Web plumbing continues. By acquiring the Flip video camera, Cisco aims to be more consumer-focused.

No. 13: Gillette

Brisk-selling high-end razors have boosted sales. But to extend its reach to more buyers, Gillette will have to innovate at the lower end of the market, too.

No. 12: Mercedes-Benz

Although Mercedes' sales have plunged, the engineering icon has maintained its premium image with new fuel-efficient models. It needs to add small cars to the lineup.

No. 11: Hewlett-Packard

HP extended its lead over Dell and weathered the economic downturn better than most tech companies, thanks to its acquisition of services provider EDS.

No. 10: Disney

Falling attendance at its parks and sliding DVD sales are hurting. But the Mouse House continues to invest in its future, including buying Marvel for $4 billion.

No. 9: Intel

Intel paid a $1.45 billion antitrust fine in Europe, but that hasn't slowed the chipmaker's push into new markets, including smartphones and home electronics.

No. 8: Toyota

The automaker lost money in 2008 and likely will again in '09. But deep pockets and newly focused management mean this titan should revive when the economy does.

No. 7: Google

Its new free services are pushing it beyond search. But with trustbusters on the prowl, Google faces a challenge in maintaining a cuddly brand image.

No. 6: McDonald's

The downturn heightened the appeal of McDonald's low-priced fare, particularly in Britain and France, while new McCafé coffee drinks have perked up sales.

No. 5: Nokia

Nokia continues to lag in smartphones, but its reputation for robust construction, ease of use, and low-key style has helped it dominate mass-market handsets.

No. 4: General Electric

GE painted itself green with its "ecomagination" crusade. Now it aims to color itself healthy by pushing health-care solutions in underserved markets.

No. 3: Microsoft

For the first time, Microsoft's sales slipped. Yet it also began forcefully taking on its rivals, launching the Bing search engine and advertising hard against Apple.

No. 2: IBM

IBM has strived to make itself more broadly relevant by focusing on clean air and water, more efficient health care, and mass transportation.

No. 1: Coca-Cola

In a hard year for fizzy drink makers, Coke gained luster. Credit the über-successful Coke Zero, a no-cal beverage with a more macho image than Diet Coke.

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