NEW YORK: Major brands like Google and Apple have increased in value despite the challenging economic climate, but many of their rivals have found conditions considerably more difficult.

Brand Finance, the consultancy, assessed all of the public stock exchanges worldwide and revealed the collective net worth of the intangible assets covered by the survey had fallen by 25%, or $6.3tr, to $19.2tr.

This could be measured against a drop of just 2.4%, to $1.6tr, recorded by the 100 leading global brands over this timeframe, the company said.

David Haigh, CEO, Brand Finance, said: "As stock markets around the world falter, we are seeing a drop in the amount of intangible value global businesses hold and the value of the individual brands. Even the world's biggest businesses are not immune to change."

Google, the web giant, enjoyed a lift from $44.2bn to $48.3bn in this period, with Apple, the electronics group, also growing from $29.5bn to $39.3bn, as these operators battle to lead the mobile market.

Microsoft, another tech specialist, endured a decrease from $42.8bn to $39bn, while IBM, the business services firm, was flat, on $36bn.

Wal-Mart, the retailer, slipped from $36.2bn to $35bn having experienced obstacles in boosting like-for-like sales in the US, and Vodafone saw a $66m lift, reaching $30.7bn.

Elsewhere, Movistar, the Spanish telecoms provider, witnessed a 24% decline – the largest overall – to $11.4bn, with Panasonic off by the same total to $9.6bn, and Carrefour tumbling 18% to $9.7bn.

In category terms, the 22 banks analysed had a 7% contraction in their combined net worth, on $352bn, as telecoms fell by 3% to $266bn, and retail was down 2%, registering $186bn.

More broadly, the 46 brands based in the US observed a 2% slide, to $841bn, while the UK's six representatives among the top 100 delivered a modest 0.1% cumulative lift to $114.7bn.

The 11 Japanese brands monitored posted a 3% decrease to $153bn, not least due to the natural disasters which struck the country, although Toyota, the automaker, was up by 10%, to $28.8bn, as it recovered from a spate of recalls last year.

Competing players in China also slightly enhanced their value, on $74.2bn, with ICBC, the bank, improving from $17.2bn to $17.5bn, and PetroChina, the energy company, jumping from $8bn to $9.3bn.

Data sourced from Brand Finance; additional content by Warc staff