Market cap

* For banks, enterprise value is substituted with market cap. Source: Bloomberg Finance L.P.

Performance of the brand

In the tough economic months from January 2011 to September 2011 Cisco has lost $1,505 million worth of brand value. This has resulted in the company dropping 9 places in the Brand Finance global 500 dropping to 80^th position.

Cisco, an American corporation, designs and sells consumer electronics, networking and communications technology and services. However, unlike the other periphery manufacturers Cisco does not produce mobile phone handsets. Cisco is focused on the infrastructure behind fixed line communications and wireless technology. Cisco offers routers, network management and security along with other services and is highly respected in its field.

Following the economic crisis in 2008 many companies reduced their spending on new equipment and technology which had a big impact on Cisco‘s sales in 2009. The global downturn also forced Cisco to implement job cuts and encourage employees to work at home to try to save on new efficiencies. Facing tough competition from all angles Cisco reacted decisively. Apple was threatening the video market with the release of a new iPhone, IBM had rebranded Brocade to offer competition on IP network equipment and services and the battle with security giants Symantec and McAfee as fierce as ever. As a result in 2009 Cisco acquired ScanSafe, Tidal Software, Tandberg and DVN Holdings to expand strengthen its position in internet security, network management, video conferencing and the provision of digital television.

Looking forward Cisco hopes to seize a larger share of its market by expanding offerings to companies that are beginning to spend at prerecession levels. It aims to show businesses the benefits and invaluable opportunities of virtual office technology, which they use themselves to allow their employees to work at home, saving Cisco over US$250 million in productivity savings during 2009.

League tables

Cisco appears in the following brand league tables:

Rank 7 in the Top 500 Telecom Brands 2011.
Rank 71 in the Global 500 2011.
Rank 61 in the Global 500 2010.
Rank 8 in the Top 500 Telecom Brands 2010.
Rank 42 in the Global 500 2009.
Rank 30 in the Global 500 2008.
Rank 28 in the Global 250 2007.