Special Report

10 Brands Losing the Most Value

Once again, Coca-Cola was ranked the most valuable brand in the world, according to Interbrand, one of the nation’s top global brands experts. Apple, to the surprise of none, was very close behind. Considering the consumer electronics company’s growth, it will easily eclipse the long-time number one brand by next year.

Read: 10 Brands That Lost the Most Value

While some of the biggest brands — including Amazon.com (NASDAQ: AMZN), Samsung and Oracle (NASDAQ: ORCL) — have grown their value by more than 20% since last year’s report, others have fallen precipitously. Goldman Sachs, still one of the world’s most valuable financial brands, lost 16% of its brand’s worth. BlackBerry lost nearly 40% of its brand’s value. Based on the Interbrand report, 24/7 Wall St. reviewed Goldman, BlackBerry and eight other brands that lost the most value compared to last year.

Several industries have grown substantially in the past year. Auto companies, still recovering from the recession, saw major gains in their brand value since the last report. Nine of the 11 large European, Japanese and American automakers on 100 most valuable brands list grew in value last year, up a combined 12%.

Together, technology firms measured by Interbrand, led by Apple’s stunning 129% brand value growth, have grown by nearly 27% to more than $320 billion in total value. However, the performance of brands within the technology sector has been much more mixed than the auto industry. While Apple and Samsung are among the most improved brands compared to last year, the sector also has some that are the worst-performing — and that is not a coincidence. As Apple and Samsung have redefined the mobile phone market, brands like BlackBerry and Nokia are being left behind.

Brands are successful when they are able to redefine a market, Interbrand CEO, New York, Josh Feldmeth told 24/7 Wall St. He gives the example of Apple, which took the mobile phone market and turned it into an ecosystem in which consumers buy games, listen to music and browse the Internet on a single device.

When comparing the brands that are doing well to the brands that are struggling, Feldmeth said, the brands that have done well have been able to predict what people want in a market. “Strong brands anticipate needs and transform desires,” Feldmeth said.

Some sectors are struggling across the board, arguably none more so than financial services. In Interbrand’s 2008 report, the combined brand value of the financial services industry was more than to $130 billion. As of the 2012, brand value had fallen to just over $91 billion. The damage to banks is partially a result of negative press generated from the recession, but also in part because they are performing poorly as a business. Feldmeth explained that a large part of Interbrand’s valuation comes from the performance of the company, and that has affected the Citigroup, J.P Morgan and some of the other large banks. “If you can’t make money with a brand, it’s not really valuable,” Feldmeth said.

24/7 Wall St. reviewed Interbrand’s Top 100 Global Brands 2012 report, which measures the period of July 1, 2011, to June 30, 2012. Included in the valuation of each brand were the strength of the brand, the financial success of the branded products or services and the extent to which the brand plays a role in that company’s success. 24/7 Wall St. also obtained the financials of each brand’s parent company, including market share and company revenue.

These are the brands that lost the most value over the past year.

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