"По новостям": Most valuable brands

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В рубрике "По новостям" представлены радиорепортажи корреспондентов Би-би-си о заметных мировых событиях.

The global recession has reduced the value of some of the world's biggest brand names, according to a recent report. The report finds some car and luxury product manufacturers have been seriously hit by the economic downturn.

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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.

Coca Cola лидирует в рейтинге ведущих мировых брендов

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.

Notes:

• economic downturn - экономического спада
  

• to put a financial value on - оценить
• has a go - пытается это сделать
• top - ведущий, самый успешный
• has had a considerable impact on the corporate pecking order - внесла существенные коррективы в рейтинг самых дорогих брендов
• above average - выше среднего
• luxury firms - компании, производящие предметы роскоши
• associated with - зд. известные как производители
• are bargain-hunting - стремятся покупать товары по сниженным ценам
  

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