I najveći na gubitku zbog recesije

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

to put a financial value on
odrediti vrednost nečega u novcu

has a go
pokušava, čini pokušaj

top brand
jedna od najpoznatijih robnih marki, poznati brend

has had a considerable impact on the corporate pecking order
imala je značajan uticaj na redosled kompanija po snazi i veličini

have seen above average declines
suočili su se sa padom koji je veći od proseka za taj deo privrede, doživeli su veći poslovni neuspeh od uobičajenog

luxury firms
kompanije koje proizvode luksuznu, ali ne i neophodnu robu

the lesson seems to be
čini se da je lekcija, zaključak bi mogao biti

associated with
koji su povezani sa, poznatiji po

potražnja za robom sa nižom cenom, kupovina ispod cene, trčanje po rasprodajama