09/20/2010 05:12 am ET Updated May 25, 2011

The 10 Biggest Brand Disasters Of 2010

It's been a rough year for those in the branding business at big corporations. SEC investigations, massive product recalls and oil spills (among more traditional factors like competition and slowing sales) have taken a toll on the reputations, as well as the stock prices, of some of America's most well-known companies.

Calculating the value of a company's brand is as much an art as a science because it requires looking at an array of factors. The two largest brand valuations firm -- BrandZ and Interbrand -- come up with radically different numbers for the same companies or products. Each of the brand valuation operations give general descriptions of their methodologies, but keep many details of their calculations secret.

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