BrandZ

From Wikipedia, the free encyclopedia

For the OS virtualization/emulation technology, see Branded zones.

BrandZ is a brand equity database. It holds data from over 650,000 consumers and professionals across 31 countries, comparing over 23,000 brands.[1][2] The database is used to estimate brand valuations, and, since 2006, has been used to generate a yearly list of top brands, headed in 2007 by Google, General Electric, Microsoft, Coca-Cola, and China Mobile.[3][1][4]

BrandZ was developed by Millward Brown, starting in 1998. It collects data annually from consumers, with each person asked to evaluate brands in a competitive context from a category they shop in. This yields opinions from people who know the category and therefore can judge a brand based on the attributes that are important to them. Sectors covered include: consumer packaged goods (FMCG), retail/e-commerce, long purchase cycle brands, service, and corporate. Using this data, BrandZ attempts to compute numbers which quantify the degree of consumer loyalty to each brand, and the brands' growth potentials.[2]

[edit] See also

[edit] References

  1. ^ a b Global brand values in the hot seat, Mark Ritson, The Age, May 23, 2006. Accessed on line November 30, 2007.
  2. ^ a b BrandZ - brand equity. Accessed on line November 30, 2007.
  3. ^ 2007 BrandZ Top 100 Most Powerful Brands, Millward Brown. Accessed on line November 30, 2007.
  4. ^ VIEWPOINT: Step nearer to brand valuation 'perfection', Marketing Week, April 20, 2006. Accessed on line November 30, 2007.

[edit] External links

  • BrandZ website - Detailed information about BrandZ and a selection of freely downloadable papers which have been written using the database.