10 Brands Losing the Most Value

10 brands losing the most value
10 brands losing the most value

By Mike Sauter

Once again, Coca-Cola (KO) landed the top spot in Interbrand's ranking of the most valuable brands in the world, with Apple (AAPL) running a close second. Considering the consumer electronics company's growth, it will easily eclipse the long-time number one brand by next year.

While some of the biggest brands -- including Amazon.com (AMZN), Samsung and Oracle (ORCL) -- have grown their values 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, while BlackBerry (RIMM) lost nearly 40%.

Auto companies, still recovering from the recession, posted major gains, as did technology firms, while the financial services sector struggled across the board. In Interbrand's 2008 report, the combined brand value of the financial services industry was more than $130 billion. As of the 2012, brand value had fallen to just over $91 billion.

Brands are successful when they are able to redefine a market, explained Interbrand CEO Josh Feldmeth. Apple, for example, 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. "Strong brands anticipate needs and transform desires," Feldmeth said.

Click through the gallery below to see the brands that lost the most value over the past year.


24/7 Wall St. reviewed Interbrand's Top 100 Global Brands 2012 report, which measures the period from 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 parent company 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.

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