The three companies that lost the most brand value:
> Santander: Lost $6.6 Billion (37%)
> Nintendo: Lost $6.5 Billion (37%)
> Bank of America: Lost $7 Billion (43%)
As the economy accelerated from recovery mode to growth during the 2010-2011 period, total brand value increased by 17 percent, according to brand equity database BrandZ’s Top 100 Most Valuable Global Brands report. Not all companies came out as winners, however. Twenty-one of BrandZ’s 100 most valuable brands lost $60 billion in brand value.
Financial institutions Santander and Bank of America took two of the greatest hits. Santander’s value dropped by about $6.6 billion and Bank of America’s by $7 billion. Santander did well this past year in the Latin American markets but could not manage the same success in Europe. Bank of America, the biggest loser on the list, decreased in value due to the negative press it received as a result of the financial crisis, as well as its acquisition of Merrill Lynch.
Nintendo also saw a major loss, with a decline of $6.5 billion in value. This appears to be due to declining sales of both the Wii and the Nintendo 3DS. The 3DS’ poor numbers are most likely the result of the increasing popularity of the smartphone as a mobile gaming device.
Charles Stockdale
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