عنوان درس: گران ترین مارک ها

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It's hard to put a financial value on a well-known corporate name but every year the marketing consultancy Interbrand has a go. For example, it claims the world's top brand Coca-Cola is currently worth $68bn, a couple of billion dollars less than 12 months earlier.

Its latest survey suggests the recession has had a considerable impact on the corporate pecking order. Car companies, such as BMW and Toyota, along with Harley Davidson motorcycles, have seen above average declines in the value of their brands - as have some luxury firms, like watchmakers Cartier and Rolex, and Armani clothing. The lesson seems to be consumers don't value expensive things they don't actually need to buy so much when times are hard.

Meanwhile, firms associated with relatively cheap products - McDonalds fast food and Kellogg's cornflakes, for example - have seen the value of their brands rise relative to others in the recession. The Google brand has also done well - maybe that's because more people are bargain-hunting on the internet.

According to the survey, the world's five most valuable brands are Coca-Cola, IBM, Microsoft, General Electric and Nokia, unchanged from last year.

Mark Gregory, BBC News

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to put a financial value on
برای آن قیمت تعیین کرد

has a go
در اینجا: تلاش می کند تا این کار را انجام دهد

top brand
مهمترین مارک، علامت تجارتی که در صدر این گونه علامت ها قرار دارد

has had a considerable impact on the corporate pecking order
تاثیر قابل ملاحظه ای در تغییر رده بندی شرکت ها داشته است

have seen above average declines
بیشتر از حد متوسط، از رکود اقتصادی صدمه خورده اند

luxury firms
کارخانه های تولیدکننده کالاهای لوکس

the lesson seems to be
به نظر می رسد درسی که می شود آموخت این باشد که........

associated with
با....... مرتبط هستند

bargain-hunting
دنبال ارزان خری (مفت خری) بودن