For the seventh consecutive year, Coca-Cola is the leading brand in Israel, despite losing some ground, according to the annual "Globes" brands survey. The Coca-Cola brand was worth NIS 2.25 billion at the end of 2008, 2.53% less than a year earlier.
Seven of the top ten brands lost value in 2008, while three boosted their value: Cellcom, Bank Leumi, and Nokia.
The "Globes" brands survey is conducted jointly with consulting firms Tefen Ltd. and Giza Singer Even.
orange, of Partner Communications Ltd. (Nasdaq: PTNR; TASE: PTNR), is the second ranked brand, with a value of NIS 2.03 billion at the end of 2008, 2.27% less than a year earlier. Microsoft was in third place, with a value of NIS 1.95 billion, down 0.53%.
The aggregate value of the top ten brands was NIS 13.9 billion at the end of 2008, 4% less than the NIS 14.37 billion a year earlier.
Other most valuable brands are:
- Cellular operator Cellcom in fourth place with a value of NIS 1.76 billion at the end of 2008, up 5.8% from a year earlier.
- Hewlett-Packard in fifth place, with a value of NIS 1.29 billion at the end of 2008, down 9%, due to the computer industry's high risk level as a result of the recession.
- Intel in sixth place, with a value of NIS 962 million at the end of 2008, down 12.6%.
- Bank Hapoalim was in seventh place, with a value of NIS 938 million at the end of 2008, after a stormy year that affected its image.
- The immortal cigarette brand Marlboro in was in eighth place, with a value of NIS 921 million at the end of 2008, down 12%.
- Bank Leumi was in ninth place, with a value of NIS 915 million at the end of 2008, up 2%
- Nokia was in tenth place, with a value of NIS 882 million at the end of 2008, up 3%.
61 of the top 100 brands lost value in 2008, mostly due to fourth quarter results and risk and uncertainty about 2009. 31 brands were able to boost their value. Eight new brands made the list: Bezeq, household products Sano, Tnuva Food Industries Ltd.'s Piraeus cheeses, Muller yoghurts, Gad Dairies, Philips, Cafe Joe, the Finish household products, and Internet portal Walla!, which closed the list.
Published by Globes [online], Israel business news - www.globes-online.com - on July 13, 2009
© Copyright of Globes Publisher Itonut (1983) Ltd. 2009