It has been a tough year, but the brands topping the 2009 BusinessWeek/Interbrand list of Best Global Brands have managed to weather the storm admirably. Here, find out more about the strategies of all 100 brands on the list, from Campbell's, slipping in at No. 100, to this year's No. 1, Coca-Cola.

    No. 100: Campbell's

    The 140-year-old company has found success by pitching its soups as cheap, nutritious meals. It aims to expand its offerings in Russia next year.

    No. 99: Polo Ralph Lauren

    Sales have slumped, but an elegant new Web site and increasing emphasis on reaching younger consumers have helped the apparel maker beat expectations.

    No. 98: Burberry

    Like many luxury brands, it is looking for new customers in emerging markets, including Bahrain. Burberry also opened a new headquarters in New York City.

    No. 97: Puma

    The sneaker maker is accelerating a push into fashion by, for example, joining with British designer Alexander McQueen in an attempt to compete with Adidas.

    No. 96: Lexus

    The recession and stiff competition from European rivals hurt Lexus, which is hoping its emphasis on hybrid models will differentiate it from the pack.

    No. 95: Adobe

    Designers of ads and Web sites swear by its software, which includes Flash and Photoshop. But tough times have hurt sales of Adobe's latest products.

    No. 94: Visa

    The company is poised to capitalize on a growing global shift from high-cost credit cards to debit cards. Visa already dominates the U.S. debit-card market.

    No. 93: Burger King

    Cheeky ads and the Whopper Bar, which offers customized burgers, bolstered BK's appeal. To maintain momentum next year, its ad budget will rise 25%.

    No. 92: Shell

    Its reputation restored after a scandal over misrepresenting oil reserves, the company is cutting layers of management to match lower oil prices and profits.

    No. 91: Lancome

    Thanks to such innovations as a "vibrating power mascara," plus a handful of celebrity endorsements, the cosmetics giant has regained some of its luster.

    No. 90: Starbucks

    Hit by the recession and facing competition from McDonald's, the coffee chain is making its food healthier, lowering some prices, and introducing, yes, instant coffee.

    No. 89: Armani

    Despite offering fashion at various price points, Armani has so far avoided hurting its brand. Now it is developing a chain of luxury hotels and resorts.

    No. 88: Ferrari

    Ferrari sales typically have held up in good times and bad. This recession is no exception, prompting the carmaker to open new stores and launch new models.

    No. 87: Prada

    Armed with fresh capital, the only fashion label with a movie named after it is opening stores around the globe.

    No. 86: Nivea

    Sales fell in the U.S. and Europe as consumers switched to generic skin-care products. Nivea is using its brand strength to win loyalty in emerging markets.

    No. 85: Duracell

    Beset by private labels, new ads invoke a heritage of safety, trust, and performance. Duracell is also innovating, including a battery charger that works in a car.

    No. 84: Smirnoff

    Tony beverages suffered as consumers cut back on boozing, but Smirnoff held its own with cheaper libations and premade cocktails.

    No. 83: BP

    The oil giant has brought new projects online, mollified Russian partners, and focused green energy efforts on a few businesses such as wind power in the U.S.

    No. 82: Moet & Chandon

    Consumers switching to cheaper champagne and sparkling wines have hurt. With fewer marketing dollars, the brand is doing things like film festival sponsorship.

    No. 81: Allianz

    The insurer preserved a reputation for financial solidity by avoiding the worst of the crisis. Allianz is poised to grow as it moves into markets like India and China.

    No. 80: Johnson & Johnson

    J&J has long been perceived as comforting and trustworthy-ideal positioning for hard times. Its sponsorship of the 2008 Olympics boosted its global visibility.

    No. 79: Pizza Hut

    Sluggish sales in the U.S. have prompted the pizza chain to turn to China and India for growth as it expands its menu with new dishes like pasta and wings.

    No. 78: Gap

    Sales fell because Gap failed to lure enough shoppers to its low-priced apparel. Featuring its four divisions on one Web site also could confuse consumers.

    No. 77: Cartier

    Cartier's loyal high-end customers, particularly those living in China and the Middle East, have softened somewhat a consumer pullback elsewhere.

    No. 76: Tiffany & Co.

    A strong dollar and weak economy slammed U.S. sales. But Tiffany continues to open stores, and a $93,000 diamond-encrusted cell phone attests to the brand's ambition.

    No. 75: Panasonic

    Its TV and digital camera units are struggling. Acquiring Sanyo Electric gives Panasonic more green products, from solar panels to batteries for electric cars.

    No. 74: Porsche

    A takeover struggle with VW hurt Porsche's image, and sales plunged amid the downturn. But the company still enjoys a reputation for fast, sexy, reliable cars.

    No. 73: Harley-Davidson

    A hog is the ultimate discretionary buy, not ideal in these times. And as boomers age, Gen Y isn't picking up the slack. Harley is pinning its hopes on Asia.

    No. 72: UBS

    UBS brought in a new CEO to clean house but is still struggling with the legacy of huge credit-crunch losses and revelations it helped U.S. clients evade taxes.

    No. 71: Kleenex

    It's doing well overseas, but private labels spell trouble at home. The brand is fighting back with technology; one example is Kleenex Facial Tissue with Lotion.

    No. 70: Hermes

    Leather goods are holding up relatively well in the recession, especially in Asia where new stores are opening, helping the fashion house boost sales this year.

    No. 69: Hyundai

    Encouraged by a weak won and the improving quality of its cars, Hyundai poured money into marketing and boosted global market share to a record 5%.

    No. 68: Rolex

    Fancy watches aren't selling like they used to. But to maintain brand integrity over the long haul, Rolex has discouraged its dealers from lowering prices.

    No. 67: Avon

    Amid a tough global economy and battle for sales, Avon has been expanding its direct-sales army-often by recruiting people laid off from other industries.

    No. 66: Caterpillar

    Construction may be quiet in the U.S., but in building sites, mine pits, and farm fields in China and India, Caterpillar's big yellow machines are multiplying fast.

    No. 65: Audi

    It has suffered less than other luxury car brands, thanks to its foothold in China and lower exposure to the U.S. market. Sharing parts with VW helped Audi's margins.

    No. 64: Yahoo!

    After fending off Microsoft's advances, Yahoo cut a search deal with the software giant. It was needed but showed the limits of Yahoo's tech prowess.

    No. 63: BlackBerry

    No brand has a bigger global presence in smartphones than BlackBerry. It certainly doesn't hurt that the U.S. President wears one on his belt.

    No. 62: Adidas

    Sales are declining, but thanks to strength in soccer balls, shoes, and apparel, Adidas will likely rebound in 2010 as the World Cup in South Africa approaches.

    No. 61: KFC

    The launch of its grilled chicken meal was a PR mess due to a coupon shortage, but the new, healthier product helped turn around KFC's declining U.S. sales.

    No. 60: Danone

    The world leader in fresh dairy products looks poised for increased global reach after raising $4.3 billion-its first capital increase in 22 years.

    No. 59: Chanel

    Sales of its perfumes and apparel have suffered in the downturn, but the legendary Paris fashion house says it expects to eke out sales growth in '09.

    No. 58: Nestle

    With a nearly $2 billion R&D budget, Nestlé has moved into healthier fare-from nutritionally enriched baby food to probiotics that protect the skin from the sun.

    No. 57: Morgan Stanley

    While trading operations have revived earnings, the brokerage business remains under siege. The firm won't regain its footing until the economy rebounds.

    No. 56: Xerox

    Amid a dismal year for office equipment, Xerox forged ahead with new eco-friendly technologies and continued its move beyond hardware into services.

    No. 55: Volkswagen

    With its lineup of fuel-efficient cars and strong positions in China and Brazil, VW has held up better than the industry as a whole. It has work to do in the U.S.

    No. 54: MTV

    Pinched by sliding ratings among young adults and a drop in advertising, MTV is revamping its programming, including more animation and documentary series.

    No. 53: AXA

    The insurer is trying to project stability （new slogan: Profits have slumped but not as much as some analysts expected

    No. 52: Colgate

    Despite the global slowdown, Colgate's oral, personal, and home-care categories grew robustly this year, while the brand gained share at home and abroad.

    No. 51: Wrigley

    The maker of gums like Orbit and Extra is getting traction by pushing the health benefits of chewing its brands.

    No. 50: Zara

    Zara is benefiting from a strong appetite for fashionable but affordable clothing. It spends relatively little on advertising, relying on word of mouth to drive sales.

    No. 49: Ford

    It deftly separated its brand from the troubles of its Detroit siblings. But as Ford rolls out a risky "one model for all markets" strategy, it faces a newly minted GM.

    No. 48: Heinz

    The ketchup king now derives more than 60% of its sales overseas and plans to boost marketing spending to fend off the threat from private-label products.

    No. 47: Siemens

    A bribery scandal hurt, but the electronics maker has moved on and aims to exploit its engineering prowess in green energy and mass transportation.

    No. 46: eBay

    Once the symbol of yard-sale-style online auctions, the Web site is increasingly selling new products from wholesalers and liquidators. GM is even selling cars.

    No. 45: Accenture

    The firm launched an ad campaign after the crash positioning itself as "the partner of choice" in uncertain times. That didn't stop corporations from cutting consultants.

    No. 44: L'Oreal

    The world's leading cosmetics and mass-market beauty brand continues to reinforce its sales in emerging markets, particularly Brazil, India, China, and Poland.

    No. 43: Amazon

    The e-tail titan prospered by continuing to offer low prices and superb customer service in hard times. It risks losing focus by expanding into e-books and apparel.

    No. 42: Philips

    The conglomerate has continued a transition from low-margin electronics maker to a leading player in health care, lighting, and high-end consumer gadgets.

    No. 41: Gucci

    The storied luxury goods maker has held up better than many rivals, thanks in part to an aggressive push in emerging markets, especially brand-obsessed China.

    No. 40: Thomson Reuters

    Since the merger, Thomson's strength in less cyclical areas such as legal information has helped balance Reuters' heavy dependence on financial services.

    No. 39: Nintendo

    Its Wii and portable DS gaming consoles still outsell rivals'. But the company isn't recession-proof: Annual profits could fall for the first time in four years.

    No. 38: Goldman Sachs

    It proved that when the chips are down in finance, those that lose the least become the new winners. Now, Goldman is under fire over its outsize profits.

    No. 37: JPMorgan

    It is capitalizing on its position as one of the strongest financial institutions. The acquisition of Washington Mutual eventually should give JP broader reach in the U.S.

    No. 36: Citi

    Mismanagement and bad bets on risk at home have sullied Citi's reputation around the world, though its international business remains profitable.

    No. 35: Dell

    It is continuing its overhaul by moving aggressively into retail and sharpening its design chops, but Dell needs to cut costs if it is to compete with HP and others.

    No. 34: Kellogg's

    Easing commodity costs and higher prices boosted the cereal maker's profits, while new products like Special K Crackers and Jumbo Rice Krispies kept private-label rivals at bay.

    No. 33: Canon

    Corporate cutbacks hurt its office machine and chipmaking businesses. To rev up sales, Canon is preparing new products with more network-friendly features.

    No. 32: HSBC

    The worldwide credit crisis slammed its U.S. retail businesses. The world's second-largest bank is now trying to extricate itself from those bad bets.

    No. 31: UPS

    The global downturn hit the shipping giant hard. UPS has upped its marketing budget to $200 million and is building a new hub in China.

    No. 30: Budweiser

    Squeezed at home by premium brews on one side and discount ones on the other, the beer maker is growing strongly in emerging markets like Vietnam.

    No. 29: Sony

    It has lost billions on TVs and game consoles. But Sony's software is improving: The latest e-book Reader allows users to tap Google Books and local libraries.

    No. 28: Ikea

    The home goods giant is flourishing as recession-scarred consumers continue to snap up its stylish-yet-affordable designs, offsetting stumbles in Russia.

    No. 27: SAP

    It remains the leader in providing software to automate HR and other internal corporate functions. But SAP's new line of Web-based software has disappointed.

    No. 26: Nike

    Battling to control costs and keep rivals at bay, Nike continued amid the recession to spend money on innovation, including a line of eco-friendly sports gear.

    No. 25: Nescafe

    Nestlé's flagship is playing to consumers' new aversion to pricey designer coffee. It also is catering to the health-conscious with new drinks.

    No. 24: Oracle

    Amid shrinking demand for corporate software, Oracle has stepped up face-to-face meetings-dinners, seminars-between its executives and customers.

    No. 23: Pepsi

    It got a brand facelift with a new logo and sleeker packaging, but Pepsi was not immune to the tough climate for carbonated beverages, particularly in the U.S.

    No. 22: American Express

    Hurt by accounts gone bad, the aspirational card company is bolstering loyalty programs and reviewing its card portfolio to get rid of riskier account holders.

    No. 21: H&M

    As many retailers suffer from the global recession, H&M has been expanding and luring value-conscious consumers with its affordable-yet-stylish apparel.

    No. 20: Apple

    Mac sales have slowed, but Apple continues to prosper thanks to the iPhone, now in its third generation, and an app store that rivals are rushing to copy.

    No. 19: Samsung

    It has overtaken Sony as the top TV brand and emerged as the only credible challenger to Nokia in mobile phones. To expand its appeal, Samsung is opening an app store.

    No. 18: Honda

    Despite slumping global sales, Honda's lineup of gas sippers and a profitable motorbike business have helped the automaker navigate the recession.

    No. 17: Marlboro

    As marketing restrictions tighten at home, the cigarette giant continues to push hard in emerging markets from Asia to Russia and win over millions of smokers.

    No. 16: Louis Vuitton

    The world's preeminent luxury brand has enjoyed a sales rebound in Europe this year, while continuing to tap new wealth in Asia and the Middle East.

    No. 15: BMW

    It has demonstrated that buyers will pay a premium for a chic, sporty compact. BMW is also benefiting from an early investment in more efficient engines.

    No. 14: Cisco

    The battle to rebrand itself as more than a maker of Web plumbing continues. By acquiring the Flip video camera, Cisco aims to be more consumer-focused.

    No. 13: Gillette

    Brisk-selling high-end razors have boosted sales. But to extend its reach to more buyers, Gillette will have to innovate at the lower end of the market, too.

    No. 12: Mercedes-Benz

    Although Mercedes' sales have plunged, the engineering icon has maintained its premium image with new fuel-efficient models. It needs to add small cars to the lineup.

    No. 11: Hewlett-Packard

    HP extended its lead over Dell and weathered the economic downturn better than most tech companies, thanks to its acquisition of services provider EDS.

    No. 10: Disney

    Falling attendance at its parks and sliding DVD sales are hurting. But the Mouse House continues to invest in its future, including buying Marvel for $4 billion.

    No. 9: Intel

    Intel paid a $1.45 billion antitrust fine in Europe, but that hasn't slowed the chipmaker's push into new markets, including smartphones and home electronics.

    No. 8: Toyota

    The automaker lost money in 2008 and likely will again in '09. But deep pockets and newly focused management mean this titan should revive when the economy does.

    No. 7: Google

    Its new free services are pushing it beyond search. But with trustbusters on the prowl, Google faces a challenge in maintaining a cuddly brand image.

    No. 6: McDonald's

    The downturn heightened the appeal of McDonald's low-priced fare, particularly in Britain and France, while new McCafé coffee drinks have perked up sales.

    No. 5: Nokia

    Nokia continues to lag in smartphones, but its reputation for robust construction, ease of use, and low-key style has helped it dominate mass-market handsets.

    No. 4: General Electric

    GE painted itself green with its "ecomagination" crusade. Now it aims to color itself healthy by pushing health-care solutions in underserved markets.

    No. 3: Microsoft

    For the first time, Microsoft's sales slipped. Yet it also began forcefully taking on its rivals, launching the Bing search engine and advertising hard against Apple.

    No. 2: IBM

    IBM has strived to make itself more broadly relevant by focusing on clean air and water, more efficient health care, and mass transportation.

    No. 1: Coca-Cola

    In a hard year for fizzy drink makers, Coke gained luster. Credit the über-successful Coke Zero, a no-cal beverage with a more macho image than Diet Coke.

    这是艰难的一年，但是所有在2009年BusinessWeek/Interbrand最佳品牌榜单中的上榜品牌都成功地经受了暴风雨的洗礼。在这儿，我们发掘列表中所有100个品牌的发展战略，从排名100的Campbell到名列榜首的可口可乐。

    No. 100:金宝汤（Campbell's）

    这个140年老店的成功之处在于把汤做成了价格低廉、富有营养的正餐。明年它计划在俄罗斯开拓业务。

    No. 99:拉夫。劳伦马球（Polo Ralph Lauren）

    尽管销售额在下降，但是焕然一新的网站和对年轻消费者的日益重视使得这家服饰制造商依然好于预期。

    No. 98:巴宝丽（Burberry）

    像许多奢侈品牌一样，它正在新兴市场发展新的客户，包括巴林。巴宝丽还在纽约建立了一个新的总部。

    No. 97:彪马（Puma）

    这家运动鞋制造商正在采取新的手段加速追赶潮流，比如和英国设计师Alexander McQueen共同设计并与Adidas开展竞争。

    No. 96:雷克萨斯（Leuxs）

    工业衰退以及和欧洲竞争者的血拼对雷克萨斯造成了伤害。目前它正寄希望于混合款式，以期能够改变现状。

    No. 95:Adobe

    广告和web页面设计师们随身携带它的软件，包括Flash和Photoshop.但是这糟糕的时代对Adobe最新产品的销售造成了打击。

    No. 94:维萨（Visa）

    这家公司正调整姿态，以适应日益增长的从高成本信用卡转变为借记卡的全球趋势并从中获利。维萨已经垄断了美国的借记卡市场。

    No. 93:汉堡王（Burger King）

    大胆的广告和和大号薯条，提供定制汉堡，响应来自BK网站的呼吁。为了保持明年的前进动力，它的广告预算上升了25%.

    No. 92:壳牌（Shell）

    在石油储备谎报丑闻后受损的名誉已经得到了恢复。公司正在削减管理层以应对低油价和低收益。

    No. 91:兰蔻（Lancome）

    多亏了最近的新产品比如"vibrating power睫毛膏"和名人推广，这家化妆品巨人重拾往日光彩。

    No. 90:星巴克（Starbucks）

    在遭受经济衰退和麦当劳竞争的双重打击下，这家咖啡连锁店正在提升食品的健康度，降低售价，并引入速溶咖啡。

    No. 89:阿玛尼（Armani）

    在不同的价位推广时尚的做法目前还没有对其品牌造成损害。现在它正开发连锁奢侈酒店和娱乐场。

    No. 88:法拉利（Ferrari）

    法拉利的销售量基本上旱涝保收，这次危机也不例外。目前正在推进建立新的销售门店和开发新款。

    No. 87:普拉达（Prada）

    随着新鲜血液的注入，这唯一一家有电影据之命名的时尚品牌正在全世界广开分店。

    No. 86:妮维雅（Nivea）

    随着消费者转向通用护肤品，它在美国和欧洲的销量开始下滑。妮维雅正利用它的品牌号召力在新兴市场赢得忠实用户。

    No. 85:金霸王（Duracell）

    受困于自有品牌，新的广告突出了安全、可信以及高性能的传统。金霸王正在谋求革新，比如开发车载电池充电器。

    No. 84:皇冠伏特加（Smirnoff）

    当消费者们不再豪饮时，Tony饮料遭了难，但是皇冠伏特加却凭借低廉的酒价和预调鸡尾酒保持了自己的业绩。

    No. 83:英国石油（BP）

    这个石油巨人带来了新的开发项目，安抚了俄国合作伙伴，并关注少数行业中的绿色能源，比如美国的风能。

    No. 82:酩悦香槟（Moet & Chandon）

    消费者们将注意力转移到廉价香槟，汽酒销售遭到打击。这个品牌正以较少的市场营销资金进行电影节赞助商之类的事。

    No. 81:安联（Allianz）

    这家保险公司躲过了危机中最糟糕的时刻，维持了其金融可靠性的良好声誉。安联通过将业务拓展到印度和中国以获取新的增长。

    No. 80:强生（Johnson & Johnson）

    强生一直以来被人们认为是舒适、可信赖的--困难时期理想的港湾。对2008年奥运会的赞助提升了其全球知名度。

    No. 79:必胜客（Pizza Hut）

    美国销量的缓慢促使这家披萨连锁店向中国和印度谋求发展。新的食谱丰富了它的菜单，比如意大利面和鸡翅。

    No. 78:盖普（Gap）

    由于盖普的低价服饰没能吸引足够多购物者的眼球，销售额出现了下滑。在单个网站上突出其四个部门的做法也可能令消费者摸不着头脑。

    No. 77:卡地亚（Cartier）

    卡地亚的忠实高端客户，尤其是在中国和中东区域，冲淡了其他区域的客户下滑。

    No. 76:蒂芙尼（Tiffany & Co）

    强劲的美元和脆弱的经济猛烈地冲击了美国的销量。但蒂芙尼仍在不停地开设分店，价值9万3千美元的镶钻手机也彰显了品牌的雄心。

    No. 75:松下（Panasonic）

    电视和数码相机业务还处于厮杀中。收购三洋给松下带来了更多的绿色产品，从太阳能面板到电动车电池。

    No. 74:保时捷（Porsche）

    和大众的收购之争损害了保时捷的形象，使其销售陷入了低迷时期。但是这家公司仍凭其高速、性感、可靠的轿车尽享盛名。

    No. 73:哈雷戴维森（Harley-Davidson）

    大号摩托是其终极买主，在这个时代并不能体现完美。作为潮起的一代，新人类并不买它的帐。哈雷目前正寄希望于亚洲。

    No. 72:瑞银集团（UBS）

    瑞银集团更换了新的CEO来清理内部。目前正应对由信用紧缩带来的巨大历史亏空以及暴露出来帮助美国客户逃税的问题。

    No. 71:舒洁（Kleenex）

    它在海外发展的很好，但是自有品牌却在本土给它制造了麻烦。该品牌凭借科技发起反击，比如带乳液的舒洁面巾纸。

    No. 70:爱马仕（Hermes）

    皮货的销量在这次衰退中保持稳定，尤其是在亚洲，新的分店不断开张，帮助这家时装公司在今年的销售实现增长。

    No. 69:现代（Hyundai）

    在微弱优势以及轿车品质提升的激励下，现代将资金投入市场营销，使其全球市场份额达到了创纪录的5%.

    No. 68:劳力士（Rolex）

    梦幻手表卖的不像以前那么好了。但是为了维持长久以来的品牌完整性，劳力士阻止零售商降价。

    No. 67:雅芳（Avon）

    身处全球经济困局，为销量而奋战，雅芳扩大了它的直销大军--通常来自于被其他行业解雇的人。

    No. 66:卡特彼勒（Caterpillar）

    美国的建筑市场可能噤若寒蝉，但是在中国、印度的建筑工地、矿井和农场中，卡特彼勒的黄色大机器正发挥着几倍的速度。

    No. 65:奥迪（Audi）

    相比其他奢侈汽车品牌，它遭受的打击更小。这正是因为它在中国市场的平稳立足以及对美国市场依赖的降低。和大众共享零部件也给奥迪带来了利润。

    No. 64:雅虎（Yahoo!）

    拒绝了微软的提议之后，雅虎割舍了和软件巨人的搜索合同。这是必须的但同时也暴露了雅虎的技术局限。

    No. 63:黑莓（BlackBerry）

    没有品牌能在智能手机领域达到黑莓的全球持有率。显然美国总统将黑莓手机别在腰带上不会给这个牌子带来什么伤害。

    No. 62:阿迪达斯（Adidas）

    尽管销售额在下降，但是多亏了在足球、足球鞋、服饰上的实力，阿迪达斯很可能在2010年的南非世界杯上打个翻身仗。

    No. 61:肯德基（KFC）

    由于优惠券短缺，将炸鸡投放市场的行为引起了公共关系混乱。但是新的、更为健康的产品帮助肯德基扭转了在美国销售的颓势。

    No. 60:达能（Danone）

    这位新鲜日常用品的世界领导者正致力于提升全球份额，就在其销售额达到43亿美元之后--22年来其资本第一次得到增长。

    No. 59:香奈儿（Channel）

    在经济低迷时期它的香水和服饰销量遭受了打击，但是传奇性的巴黎时装店认为它希望能尽力弥补09年销量上的损失。

    No. 58:雀巢（Nestle）

    凭借20亿美元的研发预算，雀巢走进了健康食品--从富有营养的婴儿食品到保护皮肤免受日光伤害的益生菌。

    No. 57:摩根士丹利（Morgan Stanley）

    尽管交易操作已经重新产生收益，但是经纪业务仍然处于困境之中。直到经济反弹之前该公司都无法站稳脚跟。

    No. 56:施乐（Xerox）

    在这办公设备销售凄惨的一年，施乐逐步推进新环保技术，并且持续将脚步迈过硬件，走向服务。

    No. 55:大众（Volkswagen）

    凭借其低油耗产品阵营和在中国、印度的牢固地位，大众取得了超过整个行业的业绩。它在美国还有很多工作要做。

    No. 54:MTV

    在年轻人和成年人之间摇摆不定，广告投入也有所下降。MTV正在重新制作节目，包括加入更多动画和系列纪录片。

    No. 53:安盛（AXA）

    这家保险公司正打算重建稳定性。（新的口号：收入在下降，但是比某些乌鸦嘴说的要好）

    No. 52:高露洁（Colgate）

    尽管全球经济出现不景气，但高露洁的口腔、个人及家庭护理产品仍于今年取得稳定的增长，在本土及海外获取份额。

    No. 51:箭牌（Wrigley）

    这家推出傲白（Orbit）和益达（Extra）的口香糖公司正藉由推广咀嚼的健康概念来获得拉动。

    No. 50:Zara

    Zara得益于人们对处于合理价位流行服饰的大量需求。它在广告方面的投入不多，主要依靠人们的口碑来拉动销售。

    No. 49:福特（Ford）

    它巧妙地没有陷入到底特律兄弟所处的麻烦之中。但是福特正走向"一款车型搭配所有市场"的险境之中。它面临着一个全新打造的通用

    No. 48:亨氏（Heinz）

    这位番茄酱大王60%的销量来自海外。现在正计划加大市场营销资金以应对自有品牌的冲击。

    No. 47:西门子（Siemens）

    尽管贿赂丑闻对品牌造成了打击，但这家电子制造商正抖擞精神全力发掘它在绿色能源和大规模传输方面的技术实力。

    No. 46:eBay

    当在线拍卖形式建立之后，越来越多的批发商和清算人在这家网站上出售新产品。通用甚至在买汽车。

    No. 45:埃森哲（Accenture）

    在遭受重压之后，这家公司发起了一场广告大战， 将自己定位于不明朗时期的"选择的伴侣".但这并没有阻止这家公司削减顾问。

    No. 44:欧莱雅（L'Oreal）

    这家世界领先的化妆品和占据大量市场的美容品牌正在扩大其在新兴市场的销售，尤其是巴西、印度、中国和波兰。

    No. 43:亚马逊（Amazon）

    这家网上零售巨人因在困难时期仍然奉行低价政策和提供优质客户服务而兴盛。但现在正冒着丧失核心的风险去拓展电子图书和服装业务。

    No. 42:飞利浦（Philips）

    这家联合企业正从微利电子设备制造商转型为健康护理、照明以及高端消费配件的领头角色。

    No. 41:古琦（Gucci）

    相比多家竞争者，这家历史悠久的奢侈品制造商发展的更好。这多亏了其在新兴市场的迅猛推广，尤其是在热衷于品牌的中国。

    No. 40:汤森路透（Thomson Reuters）

    合并之后，汤森凭借其在法律信息等弱周期领域方面的优势，帮助路透平衡其严重依赖于金融服务的现状。

    No. 39:任天堂（Nintendo）

    它的Wii和便携式DS游戏机仍然卖的比竞争对手好。但是这家公司并不能完全抵御衰退：四年来年利润可能第一次出现下降。

    No. 38:高盛（Goldman Sachs）

    当金融业遭受重大损失之时，损失最小的就成为了新赢家。现在，高盛正处在超乎寻常利润的密集轰炸之下。

    No. 37:摩根大通（JPMorgan）

    它正在为成为最强大的金融机构而努力。收购华盛顿互惠银行（Washington Mutual）使得摩根大通进一步拓展其在美国的业务。

    No. 36:花旗银行（Citi）

    尽管其国际业务仍然带来利润，但是对国内保险金的坏账以及管理不善给花旗银行的声誉蒙上了污点。

    No. 35:戴尔（Dell）

    戴尔正继续它的大幅调整，积极向零售进军，对品牌进行修正。如果想和惠普（HP）或其他公司开展竞争，那它还得进一步削减成本。

    No. 34:家乐氏（Kellogg's）

    这家谷物食品制造商通过降低日用品成本以及提高售价使利润得到了增长。通过新产品像特别K饼干（Special K Crackers）和巨型脆米花（Jumbo Rice Krispies）将自有品牌拒于国门之外。

    No. 33:佳能（Canon）

    公司正致力削减办公机器和芯片制造业务带来的损失。为了加快销售，佳能正准备开发带有更多网络友好特色的新产品。

    No. 32:汇丰银行（HSBC）

    全球性的信用危机打击了其在美国的零散业务。这家全球第二大的银行正尽力从坏账中抽身。

    No. 31:UPS

    全球性的低迷沉重地打击了这家运输巨人。UPS将其市场营销预算提高到2亿美元，在中国建立新的枢纽。

    No. 30:百威（Budweiser）

    在本土经受着精酿啤酒和打折销售的双重打压，这家啤酒制造商在新兴市场比如越南得到了迅猛增长。

    No. 29:索尼（Sony）

    它在电视和游戏机业务上蒙受了数十亿美元的损失。但索尼的软件得到了发展：最新的电子书阅读器使得用户能够从Google Book和本地图书馆获得图书。

    No. 28:宜家（Ikea）

    当被经济衰退吓破了胆的顾客们继续为它的时髦和廉价而疯狂时，这位家装业巨人获得了蓬勃发展，弥补了其在俄罗斯的错误。

    No. 27:SAP

    它仍然保持了其在人力资源以及公司内部其他职能自动化领域的领头羊地位。但是SAP新上线的基于网页的软件却让人感到失望。

    No. 26:耐克（Nike）

    致力于成本控制以及拒竞争于国门之外，处于经济衰退之中的耐克持续花费资金开展创新，包括环保运动用品系列。

    No. 25:雀巢咖啡（Nescafe）

    这个雀巢的旗舰产品迎合了顾客厌恶昂贵设计师咖啡的心理。同时推出了关注健康的新饮品。

    No. 24:甲骨文（Oracle）

    陷入了企业软件需求的衰退之中。甲骨文以宴会和讨论会的形式推进了公司行政人员和客户之间面对面的交流。

    No. 23:百事（Pepsi）

    它通过设计新的logo和更圆滑的包装来改变品牌形象。但是它却无法逃避碳酸饮料所面对的严酷环境，尤其是在美国。

    No. 22:美国运通（American Express）

    蒙受了坏账带来的损失。这家令人期待的信用卡公司正推行忠诚度计划，重新审视其信用卡组合并排除危险账户持有人。

    No. 21:H&M

    当多家零售店在全球不景气中蒙受损失时，H&M却通过它价格合理的流行服饰吸引着精打细算的消费者。

    No. 20:苹果（Apple）

    虽然Mac电脑的销售已经减缓，但苹果继续凭借iPhone（现在已经是第三代）、竞争者们竞相效仿的应用商店赚取大把利润。

    No. 19:三星（Samsung）

    它取代索尼，成为头名电视品牌，在手机领域逐渐成为唯一能和诺基亚抗衡的对手。为了扩大其号召力，三星的应用商店正在开张。

    No. 18:本田（Honda）

    尽管全球销售受到打击，本田的省油车和利润颇丰的摩托车业务却帮助这家汽车制造商抵消了一部分损失。

    No. 17:万宝路（Marlboro）

    由于国内市场受到限制，这位烟草巨人继续致力于在新兴市场推广业务，从亚洲到俄罗斯，赢得数以百万的烟枪。

    No. 16:路易威登（Louis Vuitton）

    这个品质卓越的奢侈品牌今年在欧洲赢得了一次销售翻身，同时继续在亚洲和中东赚取财富。

    No. 15:宝马（BMW）

    现在已经证明了，买家会为了别致、运动款的小型车掏出额外的银子。宝马早年在高效引擎上的投资也获得了回报。

    No. 14:思科（Cisco）

    致力于改变作为web水管的品牌形象。在收购了Flip video camera之后，思科的目标是更多的以消费者为核心。

    No. 13:吉列（Gillette）

    高端剃刀的快速销售提升了其业绩。但为了扩大用户群，吉列仍需要开发低端市场。

    No. 12:梅赛德斯-奔驰（Mercedes-Benz）

    虽然梅赛德斯的销售出现停顿，但这个工程图标仍然凭借省油车维护了其高大形象。它需要小型车来扩充它的阵容。

    No. 11:惠普（Hewlett-Packard）

    由于收购了服务提供商EDS,惠普拉开了与戴尔的差距，相比大多数技术公司它在经济下滑中赢得了更多财富。

    No. 10:迪斯尼（Disney）

    尽管公园游客数下滑，DVD销量不振，这个老鼠窝仍在为未来投资，包括以40亿美元收购Marvel.

    No. 9:英特尔（Intel）

    英特尔在欧洲支付了14.5亿美元的反垄断罚款，但这并没有阻止这家芯片制造商开拓新的市场，包括智能手机和家用电子设备。

    No. 8:丰田（Toyota）

    这家汽车制造商在2008年损失惨重，估计在09年也很可能如此。但是雄厚的资金和最新的管理焦点意味着一旦经济出现复苏，这位巨人也将随之复苏。

    No. 7:谷歌（Google）

    新开放的免费服务使其超越了搜索。但在反托拉斯检察官怀疑的目光下，谷歌试图继续维持可爱的品牌形象的想法面临挑战。

    No. 6:麦当劳（McDonald's）

    经济下滑凸显了麦当劳低价食品的号召力，尤其是在英国和法国。同时McCafe也获得了不错的销量。

    No. 5:诺基亚（Nokia）

    诺基亚在智能手机市场继续落后，但是其结实易用、低调的品牌形象帮助其统治了大规模手机市场。

    No. 4:通用电气（General Electric）

    通用电气通过"绿色创想"计划为其打上绿色标签。现在它打算在服务低下的市场里推广健康护理方案，以此为自己再涂抹上健康的外表。

    No. 3 微软（Microsoft）

    微软的销售第一次出现了下滑。然而它还是强劲地超越了它的对手。推出了必应（Bing）搜索引擎，针对苹果发动了强大的广告攻势。

    No. 2:IBM

    IBM奋力提升它在各方面的重要性。关注净水和空气，更有效的健康护理，以及大规模运输。

    No. 1:可口可乐（Coca-Cola）

    在这碳酸饮料困难重重的一年里，可口可乐却大放光彩。大获成功的零度可乐是一种无碳饮料，相比健怡可乐更具男子气概。