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These brands are not as “valuable” as United Way – says FORBES MAGAZINE in August 2010 Issue!
Forbes has published its list of the World’s Most Valuable Brands. United Way is the only nonprofit to make the Top 50, ranking 26th between Verizon and Nintendo. The article can be found here with a version appearing in the August 30 print edition. United Way is discussed on page two of the article, which highlights our system transformation. (We’ve already contacted the reporter about our new name and correct worldwide totals.)
Since the rankings are available only by clicking through a slide show on the Forbes site, included here is the full list.
You may remember that Interbrand conducted a valuation of United Way in 2002 that valued our brand at $34.7 billion. While employing similar brand valuation methodology, this study values our brand at $14.3 billion. We believe this is largely because Forbes projects out three years, rather than the seven years projected by Interbrand.
In the Interbrand study, United Way was valued but not listed on the official list of rankings because of the different business models for the non-profit and corporate sectors. This Forbes study marks the first time nonprofits have been included on the list with business brands, and United Way is the only one making the Top 50
The World’s Most Valuable Brands
Forbes, 2010
Company Brand Value
1. Apple $ 57.4 billion
2. Microsoft $ 56.6 billion
3. Coca Cola $ 55.4 billion
4. IBM $ 43.0 billion
5. Google $ 39.7 billion
6. McDonald’s $ 35.9 billion
7. General Electric $ 33.7 billion
8. Marlboro $ 29.1 billion
9. Intel $ 28.6 billion
10. Nokia $ 27.4 billion
11. Toyota $ 24.1 billion
12. Cisco $ 23.9 billion
13. Vodafone $ 23.5 billion
14. Hewlett Packard $ 23.4 billion
15. AT &T $ 22.0 billion
16. BMW $ 19.9 billion
17. Oracle $ 19.8 billion
18. Louis Vuitton $ 19.0 billion
19. Mercedes $ 18.8 billion
20. Disney $ 18.5 billion
21. Gillette $ 18.0 billion
22. Honda $ 17.5 billion
23. Walmart $ 17.2 billion
24. Pepsi $ 15.7 billion
25. Verizon $ 15.5 billion
26. United Way $ 14.3 billion
27. Nintendo $ 14.2 billion
28. Budweiser $ 14.1 billion
29. Nescafe $ 14.1 billion
30. SAP $ 14.1 billion
31. Nike $ 13.5 billion
32. American Express $ 13.0 billion
33. Samsung $ 12.8 billion
34. L’Oreal $ 12.1 billion
35. HSBC $ 12.0 billion
36. Blackberry $ 11.7 billion
37. IKEA $ 11.2 billion
38. Frito-Lay $ 11.1 billion
39. Canon $ 10.9 billion
40. Wells Fargo $ 10.7 billion
41. Kellogg’s $ 10.6 billion
42. J P Morgan Chase $ 10.5 billion
43. UPS $ 10.2 billion
44. Bank of America $ 10.0 billion
45. Goldman Sachs $ 9.4 billion
46. Dell $ 9.3 billion
47. H & M $ 9.1 billion
48. ESPN $ 9.0 billion
49. eBay $ 8.9 billion
50. Gucci $ 8.6 billion
