Technology brands including Microsoft, Apple, Google and China Mobile are among the top ten most valuable brands globally many of which have lost lost value.
According to Millward Brown, brands last declined this broadly during the depths of the 2009 global recession, but financial performance, not brand, was the more critical determinant for 35 of the 49 brands that declined.
Brand Contribution—the measurement of brand strength exclusive of financials or any other factors—generally remained stable or increased for most brands and provided the buoyancy to navigate the year’s turbulence.
One in five of the 2012 BrandZ Top 100 brands came from a fast growing economy. But the total value of those brands slipped slightly for the first time to $330.8 billion because of the business slowdown in Brazil and China.