The rivalry between Goldman Sachs and Morgan Stanley is hotting up but on a new front. The firms' brand values are virtually neck and neck, according to BusinessWeek's annual ranking of the best global brands.

According to the survey, in which BusinessWeek teamed up with Interbrand, Morgan Stanley has slipped three places in the rankings to 36th in the ranking of global brands by value, putting it just one place ahead of its arch rival, which remains unchanged at 37th.