Luxury Lifestyle

The most expensive brand in Europe has Finnish corporation Nokia, cellular telephones manufacturer, it costs 32,332 billion euro.

Such are the results of the first research which has been conducted by the European Brand Institute. Authors of the research have compared over three thousand corporations which work in 16 branches of economy in 24 countries of the world.

The second place with 29,831 billion euros has taken French manufacturer of luxury goods LVMH, which belongs to the richest Frenchman Bernard Arnault. The third place has got British Unilever, which makes consumer goods. Its brand costs 25,136 billion euros.

It is interesting, that over a half of brands’ cost falls on consumer branches - financial services, consumer goods, telecommunications and retail trade. Deutsche Bank, Unilever, Telefonica and IKEA take the leading places respectively.

At the end of July, 2007 Business Week has published the list of the most expensive brands of the world. First four lines in it have taken the American corporations - Coca-Cola, Microsoft, General Electric and IBM. Nokia has taken the fifth place.