Google, Amazon.com, Apple, Zara and Nestle are the five most valuable brands in the lean years for banks and automakers.

The   9a. edition of the Study of Interbrand Best Global Brands - Best Global Brands 2009   - Reflects the negative behavior of various brands in the last year. For the first time, the total value of the top 100 global brands in 2009 fell 4.6%, going to $ 1.15 trillion. The total recorded in 2008 was $ 1.21 trillion. This is considered a significant drop since the last editions of the total study showed average growth of 5% per year. Seven brands out of the list, among them Merrill Lynch and AIG.

The five brands that lost the most value are: UBS (-50%), Citi (-49%), American Express (-32%), Morgan Stanley (-26%) and Harley-Davidson (-43%). Four of them are part of the financial sector, which had the most significant fall in brand value among the 100 listed companies. The brand value of U.S. banks plummeted from $ 130,358 billion in 2008 to
U.S. $ 78,829 billion in 2009 - a decrease of 40%.

Were also shaken by the credit crunch international transport sectors (-27%) and automotive (-9%). For UPS, which includes the transportation sector, the decline in brand value was 8% last year, reflecting the downturn in trade and increased regulatory barriers between countries.

All kinds of cars, members of the study BGB lost value in the year 2009. The exception is the Ferrari, which has retained its brand value, but is considered a luxury item. On the other hand, its rival Porsche, which also includes the luxury sector, lost brand value this year. One possible reason for this decline was the decision to innovate outside its "core business", with the launch of models SUVs, which have suffered from market turbulence. There was a strong impact on manufacturers, who left in the courtyards of the automakers build what might be called the models 'outdated'. Consumers increasingly want smaller cars
and more efficient, powered by biofuel.

"Each brand is unique. And these differences have become particularly clear this year. Despite the crisis, while most brands are struggling, some expanded their business, and therefore its value.

The five brands that gained most value, growing double digits were: Google (+25%), Amazon.com (+22%), Zara (+14%), Nestle (+13%) and Apple (+12%). The Coca-Cola is out of this group stands out for remaining unbeaten, a decade ago, as the leader of the ranking.

In this decade, dedicated to studies of brands and their value, Interbrand developed a classification of marks in 4 groups. They are:

a) Innovative low cost, such as H & M and Hyundai, which can deliver more for less;

b) with the thought of leading brands like Apple, BMW, Zara or Google. They are extremely focused, almost obsessive, innovation of its core business;

c) The laggards, most at risk, who have been leaders but now face the challenge of renewing their business model to survive. These include Citi, Gap, GM, Yahoo! and Dell;

d) Finally, the industry benchmark brands, icons in their categories, such as Microsoft, Intel, Coca-Cola, Ford, HP, Toyota. They are leaders because they invest, innovate and have the consistency of performance.

The crisis has changed the rules of the game. Trust, a truism when it comes to brand, has become crucial. Banks, before chosen the best location and the most attractive rates, are a prime example of that trust has become critical.

In this new model of relationship being forged between consumers and businesses, intimacy is the keyword. The most innovative brands are getting ever closer to the lives of their consumers through social networks, blogs and other forms of communication break down the concept of privacy and are more refined than the telemarketing. In the digital age, and there are no physical barriers, there is less passive in relation to information. Among the examples is Coca-Cola has over 3.5 million fans on Facebook. Or the case of a consumer any green car of Toyota, the Prius, who may require, in addition to the specifications of the model you want to buy the same discount that a relative and was released on Facebook.

The five brands that have lost value more:

UBS - (72nd. Position - $ 4.3 billion: 50%) - Swiss bank suffered attacks on all fronts, with a poor financial performance and U.S. accusations that it helped clients to defraud the IRS. Lost key employees to competitors and trust in your brand has never been lower. Fell 31 rankings.

Citi - (36 th. Position - U.S. $ 10.25 billion: -49%) - Citigroup has received a grant of U.S. $ 45 billion the U.S. government to stay afloat. No longer considered a leader in financial services, Citi operates in survival mode, many businesses selling in an effort to focus on their core competencies.

American Express - (22 th. Position - U.S. $ 14.97 billion: -32%) - the company is investing heavily in advertising and sponsorships to try to maintain its status as a brand icon, which was badly hit by the credit crisis.

Morgan Stanley - (57 th. Position - U.S. $ 6.39 billion: -26%) - the financial crisis hit the reputation of your brand, and now the company tries to reshape their strategy a joint venture with SmithBarney.

Harley-Davidson - (73 th. Position - U.S. $ 4.33 billion: -43%) - the icon of the adventure on two wheels has lost value because their sales are very dependent on the U.S. market, which accounted for 13% drop in the previous year . But the company, founded 105 years ago in Milwaukee, United States, plans to respond to the crisis by launching a bike to attract young people - also future consumers of Harley-Davidson - in addition to planning the launch of the Iron 883 in January, more affordable.

The five brands that gained most value:

Google - (7 th. Position - U.S. $ 31.98 billion: +25%) - the continuous diversification of businesses such as Google's new advertising models generated growth. The motto of this business is low cost, high functionality and transparency. The brand launched a browser, Google Chrome, and in September 2008, Android, a mobile operating system whose codes are open to engineers worldwide.

Amazon.com - (43 th. Position - U.S. $ 7.85 billion: +22%) - the department store online is benefiting from the strategy of not having physical stores at a time of recession. Analysts estimate that the crisis is benefiting Amazon.com to weaken or to settle some important competitors. The launch of the Kindle, the device to replace the book, contributed to its rise. The Amazon.com will also begin selling electronic books that can be read on the iPhone and iPod Touch. The company also has its eye on sustainability and is currently involved in a struggle with large companies to reduce packaging.

Zara - (50 th. Position - U.S. $ 6.78 billion: +14%) - the sales of the Spanish network of manufacturing continues to grow despite the crisis. Unlike its competitors, Zara has no problems with the life cycle of products because it works with an extremely efficient product renewal. His innovative logistics system enables it to take a product from drawing board to the shelves months before their competitors. The Riddle of Zara is that it is a major investor in advertising, but builds through word of mouth is a perception that sells the latest fashions at affordable prices.

Nestlé - (58th. Position - U.S. $ 6.31 billion: +13%) - one of the biggest advertisers in the world, the Swiss company is a leader in quality and food safety. She continues to grow, keeping the focus on global development. Recently, China has opened a research center focused on health and development.

Apple - (20 th. Position - U.S. $ 15.43 billion: +12%) - the recession has not hurt Apple. The lower sales of Mac and fears of the future of the company without Steve Jobs were offset by record sales of the iPod and the iPod Touch, and the largest market share in the history of Mac OS. The company also seeks to gain more customers among consumers worried about price through the launch of the new - and cheaper - iPod Shuffle, and iPhone $ 99.